16 September 2017

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Dear Chief of Making Things Happen

If your prospects says “It’s not for me …”

This might just mean you have to target your message more carefully. Selling to the wrong audience wastes money. So does selling to the right audience with the wrong message.

I suggest — show the prospect testimonials from people like him or her. Or paint a picture of the person the prospect wants to be and show the idealised person using, benefiting and enjoying your product. Also make sure you’re targeting a specific audience. Excessively wide appeals fall flat.

If your prospect says “I don’t have time to read your offer…”

They’re really saying that they’re bored and they don’t see enough immediate benefit to continue reading your promotion.

But the truth is, we make time for interesting things. War and Peace, for example, at well over a thousand pages, has held many a reader.

I suggest — you find the hook. Open with a benefit or jump right into telling a story . When the going gets interesting, people hang on to find out how things end. Quizzes ,checklists and fresh news keep readers involved too.

If your prospects says “It’s more than I’d like to spend…”

Remember , it’s never about price , It’s about value.

When a prospect says your prices are too high , they’re really telling you that the value of your product sounds too low. It doesn’t have enough benefit to get them to pay the asking price.

I suggest — You find services like yours that cost more and build a comparison . Sweeten the deal with better premiums. Put a value on the results of your service and compare them more closely to the cost.

If your prospect says “I don’t know who you are …”

They’re really telling you they need to trust you and want to see your credentials. Testimonials and track record are obvious solutions. But there are some others…

I suggest — Try answering questions like these- Where do you do your business and why? Who are your clients and especially your well-known ones? Where did you get your training, learn your trade, and hone your craft? Give some success stories. Have you won awards or seals of approval?

If your prospect says “ I’ve heard all this before…”

They’re telling you to fix your Unique Selling Proposition. (Point of differentiation). How do you stand out in the crowd? You need to give them proff.

I suggest — You check out your competition. Compare offers and make yours stronger. Offer a stronger guarantee. Look for ways your product or service out-paces, out builds, or out races your competitor’s product or service.

If your prospect says “I’d rather take some time to think about it…”

Your prospect is not feeling the urgency of your offer.

I suggest — depending upon how you’re presenting it. In print or face to face. Is there a deadline? Is the offer scarce? Is there a benefit by buying early? Is there a re-payment plan? What are the Guarantees? In other words how can we intensify the offer?

The smart way to sell is to know what the objections are ‘generally’ going to be with your offer. Make a list and deal with them up-front…for example “Mr and Mrs Smith many of our clients like to take time to think about your offer and we encourage them to do that. Just so it’s clear we also like to remind them of the special(s) we have that will only last until the end of the week…etc.”

Sincere wishes for a good life.

Good Luck and (always) Good Selling.

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