Long, long ago, I realized I needed to get good at selling.
A good portion of your financial success rests on being able to maximize your marketing by turning the leads you get from said marketing into paying customers, clients or patients.
Realizing this, I got really good at selling.
Very early in my selling career, I learned, mastered and used “hard sell” and very manipulative closing tactics.
For those of you who hate selling, this technique is likely the reason why.
Hard sell tactics put high amounts of psychological pressure on prospects to buy. Cold calls, unsolicited sales pitches delivered with force, closing techniques that create high levels of urgency… these are there to do one thing —sell something. They know it, you know it, and the person standing nearby knows it.
There are a lot of programs out there on selling that are full of misinformation. They’ll tell you that this is how to close the sale.
While it can be effective some of the time, increasingly, even if you have a legitimate product or service, this tactic can turn off prospects or worse, make you come off as a con artist.
Fortunately as I evolved as a sales professional, I learned that the need for such techniques revealed significant weaknesses in my entire approach to selling.
Even later, that revelation was followed by a bigger and more important one; that the need to “close” could be virtually eliminated by transforming the very first steps of the selling process; the selection and magnetic attraction of qualified prospects.
Instrumental in redirecting my entire approach to selling came from reading the following passage in Charles A. Mears book, Salesmanship For the New Era (Copyright 1929)
He writes, “Nothing in this world is a detached phenomenon. Everything in this world is the result of some precedent causes. Therefore, if a salesman has done his work well, adequately building up in the mind of the prospect that desire which should normally culminate in a sale, the actual work of closing, far from being difficult, should be the easiest part of the whole procedure, as plucking ripe apples is the easiest part of fruit growing. Making a sale is not a trick that causes the prospect suddenly to reach one big decision to buy. Rather, it is a series of small decisions, just as climbing a flight of steps isn’t one jump from the bottom to top but a succession of easy steps.”
The other practical application of this idea is understanding that you build momentum to a sale (whether selling in person or in print.) For want of a better way of saying it, there is a “rhythm” to selling. A good sales letter gets the reader wrapped up in mental and emotional movement, saying to himself: yes, I agree with that…yes, I want that…yes, that makes sense…piling up yes upon yes upon yes so that the final yes is natural and automatic.
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