|
How to Improve Sales
Graham Winmill - 4th September 2008
What is Your Sales team Saying...
-
Improve Your Sales Message
IN THESE DIFFICULT economic times I thought it
would be a good idea to have a look at improving our sales
message.
So long as you understand your target market, can identify a
problem they have and can provide a solution (your product or
service). You should be able to write persuasive copy that
overcomes any resistance from a potential customer.
Every person has some form of buying resistance. The objective
of your sales letter should be to overcome your readers' buying
resistance, while persuading them to take action.
Writing a sales letter is a bit like running in a hurdles race.
The first one to the finish line who jumps over all the hurdles
is the winner, or in this case, gets the sale. Whether you're
giving a sales presentation in person or on paper, the
processes of overcoming the hurdles leading to buying
resistance are much the same. These hurdles are manifested in
many spoken and unspoken consumer comments such as:
• You don't understand my problem.
• I don't believe you.
• I don't need it right now.
It's important to remember that people are motivated to buy
based on emotions and that they justify their purchase based on
logic only after the sale. This means that each step in the
sales process must build on the reader's emotions to a point
where they are motivated to take action. There are only two
things that truly motivate consumers: the promise of gain and
the fear of loss. Of the two, the fear of loss is the stronger
motivator.
Think about it. Would you rather buy a £50 course on 'How to
improve your marriage' or 'How to avoid your divorce'? The
second title will outsell the first five to one. Why? Because
it addresses the fear of loss. Underlying the promise of gain
and the fear of loss are eight 'universal motivations' to
which
everyone responds.
Whatever product or service you are selling, you need to
position it so that its benefits provide one or more of these
universal motivations:
1. To be wealthy.
2. To be good looking.
3. To be healthy.
4. To be popular.
5. To have security.
6. To achieve inner peace.
7. To have more time.
8. To have fun.
Ultimately, motivations are what people 'really' want. Your
product or service is just a vehicle to providing these
benefits, so make sure your sales letter focuses on these
motivational factors.
If you would like more information on Improving Your Sales
Message then please contact me on the numbers below.
That's all, now get back to work.
Graham Winmill AInstIB
Invest two hours of your time to grow
your
business
Call Graham
on 0800 1300
534 Now
For your Free
Business Assessment
Back to
Top
| 
