It’s all about selling. When you generate revenue (and earn some profit from that revenue), you’re in business. [Insert trumpet flourish here]. The more revenue (and profit) you earn, the better. So selling more should be high on your list of activities.
But selling isn’t always an easy task. Prospects are reluctant to part with their hard-earned money for the product or service you’re selling. Even if the value of the product or service is good, it can still be a challenge to convince them. And, many people feel uncomfortable at the idea of selling. (I used to, too).
So here’s how to be more effective at convincing prospects to buy from you:
Think of a set of scales. Not the weight scale or kitchen scale that gives you a readout, but those old scales where you put stuff on one side and little weights on the other until they balance.
On the one side is “no sale”. On the other side is “sale”. When you first meet your prospect, they are most often unconvinced and the “no sale” side of the scale is piled high with known and unknown reasons NOT to buy from you. And the “sale” side of the scale has nothing on it.
As you build a relationship with the prospect, you start to pile reasons on the “sale” side: You show them the value the product provides. You talk about other customers who have enjoyed the benefits. You show how the price is attractive. Each of these are “sale” weights that slowly move the scale from “no sale” toward “sale”.
As the scale nears equilibrium, your prospect is close to buying but reveals objections – several more reasons why they cannot buy. In the hands of an amateur salesperson, the scale will swing back toward “no sale” and all seems lost, but an experienced salesperson knows that they can counter various objections with proof and keep the scale tipping back in favor of the “sale”.
Eventually, with enough weight on the “sale” side of the scale, the scale will swing toward “sale” and the prospect will hand over his or her money and officially become a customer.
So, when you look at sales like a scale, your job as a seller is easy: You need to collect “sale” weights and have them ready and dump them on the scale every time you encounter a prospect. In short, you need to completely overwhelm the prospect with value-proving “sales weights” that the scale tips quickly toward “sale” and the prospect eagerly becomes a customer.
These “sale” weights essentially prove your credibility and the value that the product or service delivers. And you can never ever have too many of these. They might include some combination of:
- Sales presentations and proposals
- Whitepapers (and other positioning material)
- Social media interaction
- FAQs (and other objection-handling material)
- Peer recommendations
- Guarantees and warranties
- Return/refund policies
- 3rd party references
- Free trials
- Limited time offers
- “Insiders” club and frequent buyer offers
- Instructions and helpful tips
- An ongoing relationship with the customer
- Support (i.e. repair and troubleshooting)
- Great customer service
- Easy, convenient, on-time delivery
Every one of these is a weight that contributes to the “sales” side of the scale. Want more sales? Pile on these weights!