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Getting People
to Buy Without Selling In my youth I
landed a job selling encyclopedias door to door. I worked for commissions. If
I didn’t sell anything, I didn’t get paid. Trying to sell a high ticket item
such as encyclopedias door to door was no small task as you might imagine. I was desperate to
make a sale and I’m sure my desperation showed in my rehearsed sales
presentation. I told my potential prospects all about the features of the
item, but I didn’t tell them how the product could benefit them specifically.
Needless to say, by using these sales tactics, I didn’t sell one set of
encyclopedias. Your potential
prospect is only interested in what the product, or service can do for them.
Sure they're interested in the features, but how will those features “serve
them?” The harder you try
to sell the less interest your potential prospect will have in your
proposition. They will see your
desperation and think...“They’re not interested in helping me; they’re just
trying to make a sale.” Show your potential customer “what's in it for them.” Unless you let your
potential prospect know how the product benefits them they will be ready to
say “NO” before you have a chance to finish your sales presentation. The 5 fundamental
“states of mind” in selling. Curiosity: First you have to
get your potential prospect curious about how your product, or service will
benefit them. Interest: Next you have to
get your potential prospect interested in knowing more about the product, or
service. Conviction: You have to
convince your potential prospect that your product, or service is something
they need and want. Desire: You have to create
the desire in your potential prospect to own ‘it’, or to be a part of ‘it’. Decision and
Action: You have to get
them to make a decision. You have to get them to take action. Is it possible to
get people to buy without selling? It sure is. Study
your target market. What is there about your product, or service that will
appeal to “them?” Just because you are interested in a particular feature
pertaining to your product, or service doesn’t mean your potential prospect
feels the same way about it. Look at it from their viewpoint. Does your potential
prospect want to resell your goods, or service for a profit? Are they going
to use your goods, or service for their comfort? Will it save them time and
energy? Will it save them money? Will it make them look and feel younger?
Will it improve their health? Will it make doing their chores easier? Find
out what your prospects main interest is in your goods, or service then
concentrate on telling them how that aspect will benefit them. Take the vacuum
cleaner salesman. Salesman: “Mrs. Howard, how
do you normally clean your carpets?” Mrs. Howard: “I use a broom. That’s been getting the
dirt out pretty well, but it’s very tiring.” Salesman: “Mrs. Howard,
although you get some of the dirt and dust off the surface of the carpet with
your broom, you don’t get it “out” of your carpet. Do you know how much dust
and dirt you sweep into your carpet everyday? When it gets walked on the dust
and dirt is trampled into the fibers and in time the dust and dirt wears and
ruins the fibers of the carpet. Our power vacuum
cleaner will not only get the dirt and dust off the surface of your carpet
like a broom does, but it will clean deep down into the pile, loosening and
sucking out the dirt and dust that’s been embedded in the fibers. This will
prolong the life of your carpet saving you the expense of buying a new one. And when you use a
broom a lot of dust and dirt is moved into the air. This dust and dirt not
only finds it’s way onto your furniture and drapery, but into your lungs as
well. By using our power vacuum cleaner the air in your home will be
healthier and everything will remain cleaner because unlike using a broom the
dust and dirt isn’t moved into the air, it’s sucked into our power vacuum
cleaner. Our machine is also lightweight, so it’s easy to handle. It glides
across the floor effortlessly (he demonstrates the movement of the vacuum
cleaner across the floor). You won’t have to work hard every day to get out
the dirt and dust like you did when you were using your broom. This power
vacuum cleaner gets the job done fast and easy.” Mrs. Howard: “How much does it cost?" Salesman: "I can let you
have it for 12 easy payments of $43.25. Your total cost is just
$519.00." Mrs. Howard: “Oh yes, I need one
of these. Do I give you the $43.25 now, or do you bill me?” Salesman: “We can
start you off right now, that way your first month will be already paid for.
Your next payment will be due 30 days from now and every 30 days from that
until paid off.” (The salesman
closes the sale.) Mrs. Howard
purchased the vacuum cleaner from the salesman because the salesman told her
how she could benefit from such a purchase. And when the
salesman was telling Mrs. Howard about the vacuum cleaner they didn’t seem
desparate to make the sale. They were speaking to her like a good friend
would when they give advice. They were simply giving her some facts to help
her make a “buying decision.” When you make your
potential prospect realize that the benefits from purchasing the product or
service is worth more to them than the money it costs, they’ll be willing to
pay the price you ask. You’ll get them to buy without selling them anything
because the product, if it has good benefits for the prospect, will sell
itself. Here are the
qualities you should look for in a product you sell direct: 1. It should be an item that has broad market appeal. An
item every man and woman can use and need right now. 2. A quick and easy demonstrator. 3. Sells at a price everybody can afford. 4. You should be able to purchase it at rock bottom so you
can make big full profit on every sale. 5. And it should be a product the customer comes back and
buys again and again. With these elements in place
you will have a product that sells itself. And by putting the needs of your
customers first, you will get repeat requests for your product or service
without selling. Copyright © 2005
Gloria Whitehorn and Dovemang.com All rights reserved About The Author: Gloria Whitehorn is the
owner of several online businesses. She is the author of two books, freelance
writer, business coach and an authority on salesmanship and business
practices. Check out her site that's jam-packed with the exact information
you need to start, build, and grow your very own profitable Internet
business. I highly recommend visiting her website http://www.dovemang.com She
knows what she's talking about.
Subscribe to her free weekly online ezine at http://www.dovemang.com/newsletter *Attn: Ezine Editors/Site owners* You have
permission to reprint this article in your ezine or on your website as long
as you print the complete article and leave all the links and resource box in
place. You cannot modify the content in any way. |
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