GET MORE SALES BY REDUCING SKEPTICISM AND INCREASING DESIRE
Prospects buy from you because they want to enjoy the
benefits produced by your product or service. Their desire
for those benefits makes them want to believe everything you
tell them. But skepticism makes them reluctant to buy. When
their skepticism is greater than their desire -- you lose
the sale.
You can get more sales from prospects by reducing their
feeling of skepticism -- AND by increasing their desire for
your benefits. Here's how...
HOW TO REDUCE YOUR PROSPECT'S SKEPTICISM
Your prospects bought things in the past that didn't produce
the promised results. It's natural for them to be skeptical
of your offers and promises. Here are 2 techniques you can
use to overcome their skepticism.
1. Eliminate Risk
The main cause of your prospect's skepticism is their fear
of loss. They don't want to risk losing money if your
product or service doesn't produce the results they expect.
You can eliminate that fear by guaranteeing their
satisfaction. Offer to refund the buyer's money if they
don't get the results you promise.
A money back guarantee is a powerful sales tool. But it may
not be practical for you if you sell a service. You can't
recover all the time and labor you already invested in a
job. Instead of a money back guarantee, provide a guarantee
to continue performing services until your customer is
satisfied with the results. This eliminates your customer's
fear of loss without creating a big risk for you.
2. Provide Proof -- Include Testimonials
Another powerful tool you can use to overcome your
prospect's skepticism is testimonials from satisfied
customers. They provide evidence that you lived up to your
promises in the past. Testimonials promote your prospect's
confidence in you and in the claims you make about your
product or service.
Develop the habit of asking you customers and clients for
testimonials.
Then use them in all your marketing efforts.
TIP: Get permission from your customer to include their real
name and address with their testimonial. Testimonials from
real people are more believable then anonymous testimonials.
INTERNET MARKETERS: Testimonials are highly effective for
building your credibility online. Don't limit their use to
web pages promoting the product or service mentioned in the
testimonial. Include a few on your home page too.
HOW TO INCREASE YOUR PROSPECT'S DESIRE
Convert the benefits provided by your product or service
into vivid word pictures. Put your prospect in the picture
by dramatizing what it feels like to be enjoying those
benefits.
Be specific. If you sell financial products, describe what
it feels like to enjoy an affluent lifestyle without debt.
If you sell boats, describe what it feels like cutting
through the waves with your friends onboard. If you offer an
MLM or other home-based business opportunity, describe what
it feels like to work at home without a boss.
IMPORTANT: Be sure your word pictures are dramatizing
benefits and not describing features. Customers are not
interested in the new high tech insulation used in your
picnic cooler (a feature). They're only interested in being
able to enjoy ice cold beverages all day long when they're
outside on a hot day (the benefit).
Use the techniques in this article to help your prospects
reduce their feeling of skepticism and increase their desire
for your benefits. Once their desire is greater than their
skepticism -- you'll gain a new customer.
About the Author
Bob Leduc retired from a 30 year career of recruiting sales
personnel and developing sales leads. He is now a Sales
Consultant. For more information...
mailto:BobLeduc@aol.com
Phone: (702) 658-1707 (After 10 AM Pacific time)
Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133
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