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Get
More Sales By Reducing Skepticism and Increasing Desire
By Bob
Leduc
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. People don't really care about the new high
tech insulation used in their new picnic cooler (a feature).
They just want to be 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.
Copyright
2001 By Bob Leduc
Bob
Leduc retired from a 30 year career of recruiting sales
personnel and developing sales leads. He is now a Sales
Consultant. Bob recently wrote a manual for small business
owners titled "How to Build Your Small Business Fast With
Simple Postcards" and several other publications to help
small businesses grow and prosper. For more information...
Email:
BobLeduc@aol.com?subject=Postcards
Phone: (702)
658-1707 (After 10 AM Pacific time)
Or write: Bob
Leduc, PO Box 33628, Las Vegas, NV 89133
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