“Timid Salesmen have Skinny Kids”.
Doesn’t this title make you nostalgic for the days of fast talking ‘foot in door’ insurance salesman from Midwest America – with big cheesy smiles – that have memorised “101 Super Closing Techniques,”
It doesn’t? Me neither. The truth is NO ONE – sado masochists excluded- likes to be sold to like that.
What we really want when making a purchase decision is:
1. A solution to the problem keeping us up at night
2. Proof that it will work and that it’s the best option for us (i.e. that it will work quicker, faster, better than other solutions)
Assuming your product or service solves at least someone’s problem then let’s move to the next part of the equation – PROOF.
Proof is what has people sign on the dotted line. As the world’s living greatest copywriter Gary Bencivenga said:
“Without belief no one buys”.
I spend a lot of time with ‘Master Salespeople’ and here’s what I’ve noticed. They don’t focus on fancy closing techniques.
No, no, no.
They focus on providing layers upon layer of compelling proof.
For example they provide testimonials, case studies, statistics, endorsements, demonstrations, credible reasons ‘why’ something works or is a good idea, clinic studies etc, until you almost have no choice but to believe what they’re saying is true.
And, of course direct response marketing is ‘salesmanship multiplied’.
So whether you’re writing for a website, a sales video, a brochure or a direct mail piece I suggest you do the same – focus on proof and watch your sales skyrocket.
Happy selling,
John
P.S I sell a product revealing the secrets of why 3 of the hottest selling products on the internet sell so well.
If you want to be better at selling your products or services don’t just buy this – study it with religious fervour!
Check it out here: http://conversionmasters.com.au/hottestsellingproducts/
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