The key to success in the new game of marketing and sales is to be able to capture the attention of the largest amount of people possible, and once you have it, do something with it... maybe sell them something.
The fight for your attention grows exponentially, with tons of images, commercials, banners, radio announcements, internet pop ups and more, to the point that it is hard to remember what we saw or heard during our day... and then suddenly... boom... Jessica Simpson... pregnant... and totally nude... in the cover of a main stream magazine... this one got the attention of both women and men alike... you hear people comment... "Did you see Jessica Simpson pregnant? She looks beautiful!"... Yeah I saw her... she was pregnant and naked!... how could I miss her?
A day like today, you visit http://www.google.com/trends/ and you find out that Jessica Simpson Pregnant made it to the top 10 strongest trends today March 8th 2012. This is why your "headline" or your "big fat claim" in your sales presentation or your advertising has to scream at the people to demand their attention. Ask yourself, when you promote yourself, when you pitch your product, when your write a press release, do you really grab peoples attention of your prospect as much as the magazines did with the front cover picture of Jessica Simpson pregnant and naked? Well, if does not, maybe it is time you go back to your war room and optimize your brainwashing stuff... now!
Thursday, March 8, 2012
Preparation is the key to the kingdom
Welcome to our next article on the Big Ticket Sale. In this article we will cover the power of preparation. Your future in sales depends on how much work you do while you are alone, in front of your notes, rehearsing, and optimizing your pitch. It is very helpful to connect with a colleague and work together, bouncing ideas to and from each other, and practicing your sequence together until it flows through you effortlessly. Meet on a set schedule to review your sequence, your persuasion tricks, and to give each other a field report from the trenches on how it is all working.
You must remember that a very small percentage of the sales people in your team are actually doing this voluntarily. Corporations usually in an effort to produce better numbers, creates mandatory training programs that although have an impact, it is very small compared to your exclusive “Sales Master Mind” meeting that you are having with your colleagues. It is a powerful ritual, and you will be rewarded… for sure!
Your homework for this week is to choose who will be your “Master Mind” colleague and you both must get together to review your sequence, the results that you expect out of each and every step of your sequence, and your will practice and audio record a your full presentation from A to Z. Discuss the differences in your pitch and your style of presenting!
The Big-Ticket Sales Process
In this article I will cover the basics of the big-ticket sale. I come from a timeshare sales background. I became a legendary sales person in the industry in a very short time, and although many people think of the timeshare industry as very difficult and challenging, I manage to become a wizard at the high ticket sale, breaking all the records and setting new standards for the sales track. I got everything I wanted, the recognition, the growth, and nest of all… the money!
I will share my secrets with you progressively in each article. So make sure you follow them in sequence, I will do my best to add at least one article every week.
These first 2 concepts that you need to understand are: Sequence and Preparation.
It is an absolute must to have a sequence to your presentation. You must know where to start, where to go next, and so on, all the way to the end. Without a sequence you are nothing in the sales arena. Your pitch has to be sequential and there are different styles of sequence, based on different pitching styles and philosophies, and they all work, as long as you believe in your sequence. The original sequence that I learned I 1994 it was a salesperson-manager system and it was something like this:
- Greeting
- Warm Up
- Intent
- Test Close
- Break the Pact
- Survey
- Pencil Pitch
- Choice
- Urgency Statement
- Property Tour
- Trial Close
- Prices
- Ask for the Money
- Setup the Manager
Before you come back to the next article, it is important that you write down your sequence, there is no right or wrong, just write it down so we can have a place to start. After you write it down, I want you to think in terms of sequential results, and write down what is the result that you want to get for each step.
Think about the first step in the sequence described in this article. GREETING: What is the result you want from greeting your customer? One way to describe it could be to create a powerful first impression and make the customer feel confident that they are dealing with a professional. If you achieve that in your greeting, wouldn’t that be a successful greeting? So that is it!.
Now continue down the list with each step of your sales sequence and their corresponding goal or result. If you are not sure of what you are actually attempting to achieve in a one of the steps in your sequence, that is a big hole in your funnel through which a lot of money is leaking out of your system. Write you sequence, write the result for each step of your sequence, fix the holes in the process, practice and get paid big... big money!
What does making money online and picking someone up in a bar have in common?
The secret revealed in this article is the foundation building block of irresistible persuasion using the internet as your sales and marketing platform.
The first thing you need to understand is that sales and marketing is about building a system that has certain probabilities of success, and then you take your prospects through it.
You need a product, and even though it is important that your product is a good product, the truth is that in our society we see proof everyday that this is not really a requirement for success. A testimony of this is the fact that McDonalds really does not have the best burgers, but they are the ones that have the traffic (marketing) and conversion (sales) models of highest probability… so they win!
Example:
Lets say your ultimate outcome is to sell a weight loss product called “The Fat Dissolver”, and it contains 60 days of supplements, 1 hypnosis audio CD, a workout DVD and a diet book, and you plan to charge for this product a total of $97 USD.
Well, now that you have the product, you must build the process of taking the customer through a funnel to go from where they are now, to the point of taking action and buying your product.
Where are they now?
They have a weight problem, they have probably tried to solve it before and failed, they have probably bought products before and did not work, they want your product to work, but they are skeptical of your promises and do not trust you.
The transformation process that we will create to turn them into buyers, will have the following steps every time:
- We generate traffic.
- We Ask that traffic to OPT-IN (get their email address)
- We give them an awesome gift or gifts so they we give them value in exchange NOT for money, but in exchange for their trust
- We train them to click and download gifts and content so they learn that they can do that in our relationship
- We sell them a $7 information product
- We sell them our “Fat Dissolver”
- We make sure the product is delivered promptly and that they are satisfied
- We follow up with more loving contact
- We ask for referrals
- Rinse, lather, repeat
This format is very effective, and although it takes work to create it and set it up, 70% of the work is upfront one time and then is automated, and the rest is just maintenance, monitoring and optimizing.
Most beginners in the Internet marketing business; make the mistake of creating a process that does not work, and looks like this:
- Generate traffic
- Sell the “Fat Dissolver” for $97 USD
- Repeat until rich
This is a fast and quick model that is guaranteed to fail, but what do this process have to do with picking someone in a bar? Read it again and you figure it out.
In this blog we will cover each one of these steps with many examples, tools and strategies.
Now we will focus on the flow of people that will come to your open house. This is just a matter of listing all your resources and amanyzing your options. There are virtually unlimited ways to bring traffic to your open house, and you most powerful tool is your creativity. A tool that I use is called “The Creative Wack Pack” (that you can buy at Amazon.com) to get pass my metal blocks and come up with new ways to create solutions.
I will lest for you 20 different ways you can bring traffic to your open house:
- Search Engine Pay Per Click: Google, Yahoo, Bing, etc.
- Facebook Pay Per Click
- Your own Blog
- Other people’s blog
- Search Engine Optimization
- You Tube
- Linked in
- Google Plus
- Purchased email lists
- Joint Ventures (JV) with other people that have lists
- Printed media ads (magazines & nespapers)
- Flyers and business cards distribution
- Direct mail
- Trade shows
- TV and radio advertising
- Ezines
- Your own mailing list… of course!
I could literally keep writing forever, since there are unlimited ways to bring traffic to an opt-in page, but hopefully this lisy gives you an idea.
Subscribe to:
Posts (Atom)