Web Site Marketing - is it science? Interesting article.
Wednesday, May 31st, 2006How To Master The Art And Science Of Super
Salesmanship In 3 ½ Minutes Flat!
Copyright © 2006 Quick Turn Marketing International,
Ltd.
Dear Friend,
You #1 weapon in advertising will always be…
Superior Salesmanship.
I am not a born salesman.
If you know my story, I didn’t even have a word of the
English language on my lips when I first moved to
North America. (Even now, my spoken English is not all
that great and it comes with an accent that would put
Arnold Schwarzenegger or Jackie Chan to shame.)
No, I wasn’t born to sell. I had to learn selling…
the HARD way: making embarrassing mistakes, blowing
deals right and left, losing clients… and going to
outrageous extremes trying to identify the world-class
salesmen who would teach me the way to do things right.
Well, it’s taken a few years… quite a few years,
I’ll admit, but now I’ve identified the “tricks of the
trade” of selling.
What Took Me Years Will Be Yours In 3 ½ Minutes Flat!
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Tricks of the Trade #1 - People don’t like to be sold
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That’s right! Although every year, trillions of
dollars worth of goods and services are bought and
sold — billions through the mail alone — people
actually don’t like the IDEA of being sold.
What they DO like is the idea of OWNING the product,
or taking advantage of the service that is being sold.
Look at the people in your own life — friends,
family, or business colleagues. Many of them, no
doubt, love to buy things. (My girlfriend has a “black
belt” in shopping) But I’ll bet that none of them like
to be sold.
In fact, with most people, if you try to sell them
something, they’ll become resistant. It’s a natural
response to perceived pressure.
In fact, selling may turn-off a prospect who was ready
to buy. So if you can’t SELL, what you can do is TELL.
In order to tell you about my product or service:
* I get your attention…
* I build rapport with you…
* I explain what’s in it for you…
* I tempt you by appealing to your emotions…
* I create a verbal picture that teases your desires…
* I demonstrate how my stuff can easily solve your
problems…
* I can prove to you that there’re a lot people just
like you who have bought and are very happy with my
stuff…
* I make you an absolutely irresistible offer…
* I describe a deal where you risk nothing, and yet
stand to gain a great deal…
* I handle every single one of your objections…
This is exactly what you’ve gotta do when you’re
writing a sales letter. Don’t apply pressure and don’t
bully your prospect with force. Use a little finesse
instead. Don’t force it — romance the hell out of it.
If you TELL you, I don’t have to SELL you… you’ll
sell yourself!
(And that’s killer salesmanship, my friend!)
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Tricks of the Trade #2 - Hit ‘Em Where It Hurts:
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With each sales pitch you create, you must focus on
the need or desire that your product will satisfy.
If we only buy what we NEED, there’ll be No Rolex, No
BMW, No Mercedes, No Botox, and definitely NO
Starbucks coffee. We certainly don’t NEED any of that
stuff, but we WANT them!
Here’s what most people are looking for in one way or
another:
* More money
* More free time
* More respect
* Better physical health
* Better mental health
* Less stress
Remember, people buy what they WANT, not what they
NEED.
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Tricks of the Trade #3 - Even When They’re Sold,
People Need To Satisfy Their Emotional Decisions With
Logic
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Even though people buy for emotional reasons, they
need to feel that their decision was backed by solid
logical reasons.
Think about TV commercials for cars. They offer a
perfect picture of “justification.”
Here’s how they work:
First, there’s a stirring image of the car itself –
beautiful, stylish, new. (In your head: Wow! That car
looks cool…)
In the background, there’s a mountainous landscape (In
your head: Wow! That’s rugged… like me!) or a
five-star hotel (In your head: Wow! That car would
give me status.”
And, of course, no car commercial would be complete
without a beautiful, sexy woman. (In your head:
…let’s not go there!)
Next, you see an interior shot to show how luxurious
your life will be with this car. You get to listen to
state-of-the-art sound system. (In your head: Hmm… I
can listen to my favorite music.)
Then, there’s a shot of the car driving by the ocean.
Put it all together and you have an effective
20-second movie that’s designed entirely to appeal to
emotion.
But wait, the car commercials don’t stop here.
Oh…no way. At the end, they “get down to business”
with numerous bits and pieces of information – the
size of the engine, statistics on fuel economy, speed,
weight, interior space, rankings in national survey,
financing information and customer satisfaction
reports, and so on.
It flashes by at lightening speed, usually so quickly
that you can’t read it.
But Don’t Worry: All This Data Isn’t Meant To Sell The
Car.
It’s included to make YOU feel good and justify the
decision you’ve already made. (I’m gonna buy that baby
now or when I got some money because it’s the SMART
thing to do!)
The lesson: People CAN be convinced, when the facts
are explained, when the risk is taken away, and when
their deepest, most selfish desires have been tickled
and nurtured and seduced.
All right, time’s up! Whew… right on time. 3-½
minutes. (Hey, I don’t just always “hype” the headline
to get you to read my stuff, do I?)
Until next time…
Dan Lok
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A former college dropout, Dan Lok transformed himself
from a grocery bagger in a local supermarket to a
multi-millionaire. Dan came to North America with
little knowledge of the English language and few contacts.
Today, Dan is one of the most sought-after business
mentors on the Web, as well as a best-selling author.
His reputation includes his title as the World’s #1
Website Conversion Expert. To find out what Dan is
up to now, visit him at:
