I hung out with a good friend – Joe – today. He asked me what to do for advertising. I believe the conversation started with “I can’t even get people to take freebie’s these days, what should I do?”
I smiled and agreed with Joe. If Joe does not show people the value, before he asks for their time, then people are too busy to take him up on his offer. I know that Joe has superior products.
Imagine that Joe was selling insoles to shoes to help people improve their posture which would help eliminate back pain.
I asked Joe how he initially approached people. He told me a long story about how his insoles could improve people’s lives. He spoke of the build and consistency of the insoles and he spoke of the research put into developing the insoles. He did not mention – even once – That people would have less back pain. Even worse, for two minutes I went a round robin with Joe. When he listed something, I would reply “What’s in it for me”. All the answers were vague, and not a single answer included limiting back pain and getting a better posture.
Eventually I cut through and mentioned decreased back pain and better looks. Joe got it immediately. He is just not a sales person. I then came out with a couple of great, short lines that mentioned overcoming back pain and looking better.
So, if you sell computers, then your clients are not buying extra processing speed. They are buying the ability to get more work done or play games faster.
If you are selling a service, what is the direct benefit the customer will receive from your service?
Examples:
- Therapist – Improved Relationships, Greater Sense of Well Being
- Lawyer – the matter will be cleared up in a way to benefit the customer more, with less stress.
- Life Coach – Better Ability to Handle All of Life’s Stressors.
I spoke a little more to Joe about the effects of social media campaigns and how to use them. For instance, Joe is using some online advertising, without the benefit of a website or blog. Talk about a waste. I also spoke to him about how to center all his advertising material on decreased pain and looking better due to improved posture. Finally, I mentioned the incredible benefits to any business of having a full featured social media marketing plan.
The more sophisticated sales style would have Joe ask his potential customers questions.
Examples of those questions could be:
- Do you ever have back aches?
- What are you doing to assist with the pain?
- How is that working for you?
- Are there any potential unhealthy side effects?
- Would you like to learn of a product with no side effects that will help you eliminate back pain?
This is the spot; they are intrigued, curious and would like what you sell, that you can offer a freebie to entice customers to go one step further.
Depending on the potential customer’s answers to your questions – it is easy to start a conversation that eventually leads to a sale.
(FYI, Joe is not selling shoe insoles. He is a professional dedicated to the practice of his profession. Joe also featured some statements or questions in his sales efforts that would put most people on the defensive – Don’t Do That!)
