Do you ever hate that little voice inside your head when you are at work? You know how it goes…
I’ll just make that sales call later…
Or…
I’ll speak to the staff member after lunch…
Then comes the retort:
Hey, don’t you have any self-discipline? This will mean you’ve not progressed the business today like you said you would!
And:
It’s ok, you’ve got a lot on at the moment, you’ll get to it when you can…
And on it goes.
Sound familiar? At least a little bit?
That voice in your head urging you not to do what you need to do… out of fear… or sloth… or some other negative emotion.
It’s the SAME voice in your customer’s head which urges them NOT to buy from you.
So, if you’ve ever felt like it’s getting harder to sell in today’s market, you’re not alone.
It’s getting HARDER to sell.
It’s getting HARDER to keep them as long term customers.
And it’s getting HARDER to build meaningful long-term relationships.
Never before has a buyer had more power, more choice and more distractions and reasons not to say yes than they do now.
No, it’s not impossible. But it is harder.
This article addresses ways to defeat their inner voice which DOESN’T want them to buy. DOESN’T want them to buy again from you. And… DOESN’T want them to remain long term customers.
Here are the 7 things you need to master to defeat their inner voice (working on your inner voice is a whole other story, so let’s focus on them and how to get around their internal dialogue)…
#1 – Select the RIGHT audience
Too much money gets wasted on “getting your name out there” with a scatter gun type marketing approach.
You’re far better off with a laser-like focus on getting the people you want to sell to, to read your ad.
One VERY effective way to identify your target market is to “call out” or “flag” who it’s for in the ad’s headline or subhead.
Think of it like this:
If you enter a crowded room and the person you want is on the other side, the quickest and easiest way to get their attention is to call out their name.
Same with marketing.
Simple and easy… all you do is plonk a “flag” or identifier at the start of your headline to reach out and grab the attention of your target market.
It can be just one word but what it does is screams who the message is for. In other words, it cuts right through all the clutter and stands out to your ideal client.
Here are some examples.
Pre-flag…
Win Up To 5 New Business Clients in 10 Days… Guaranteed!
With a flag…
Coaches: Here’s How to Win Up To 5 New Business Clients in 10 Days… Guaranteed!
See the difference… helps you zero in on who you are trying to attract.
Or, pre-flag…
Flip Properties for Instant Capital Gains!
With a Flag…
Attention Commercial Investors: Flip Properties for Instant Capital Gains!
Get the idea?
#2 – Know Your market intimately
Create an “avatar” of your ideal customer and write to this person every time. A “business” does not make a buying decision. But a person within a business does. The Avatar is a detailed mental picture of your ideal client which includes their wants and needs, fears, frustrations and desires. Know them and what makes them tick. If you’re going to counter the voice, you have to know what it will be saying so get to know them intimately.
#3 – Connect in your copy
All marketing is 1-to-1 communication. So you should use a lot of you/your in your copy. This way you will connect directly to who you are selling to. And you will give that voice less reason to raise it’s annoying head.
#4 – Turn the light on for them – “NO SURPRISES”
People hate walking into a dark room… it makes them uneasy or confused. And it really sets off that negative voice in their heads.
People in this state do nothing.
So make sure you “turn the light on” for them and tell them what will happen to them at the next step of the process you want them to undertake. Once they buy, what are the next steps? List them all. No surprises.
#5 – Strong Offer
When they see your offer you really want their inner voice to be saying, “I’d be crazy not to buy” rather than “Alert, don’t buy, you don’t want it”. There’s an old marketing truth: they buy the offer. So make it strong and as close to irresistible as you can.
BIG POINT: you must add scarcity (limited number) and urgency (limited time). I’m often asked if this is really the case… and the answer is always, “Yes, if you want to sell stuff”. You just have to be authentic with it because insincerity can be sniffed out at a hundred paces.
#6 – Risk Reversal
Just about everyone has regrets about something they bought (personally or in business) and their inner voice will remind them of it each time they go to buy so you have to do everything you can to take away the risk.
Do this in the copy by providing ample proof.
And of course you have to have a GUARANTEE.
Two important points here:
1. There can be no weasel clauses. Whereby the guarantee only holds under certain circumstances
2. Word choice here is important… use proven guarantee language such as prompt and courteous refund… no questions asked
#7 – Make the Sale Stick
After the sale is an important time because that voice becomes very active. You really bought that? Are you crazy!!! What will the Board members think… So… always send a “stick” letter or email. This solidifies the relationship and circumvents buyer’s remorse. This is where, soon after purchase, you contact your customer to thank them, congratulate them on their wise decision, remind them of the value they’ve invested in and leave the door open for future contact.
There you go, 7 principles to apply to your sales process to help defeat the negative voice present in every buyer’s head, just like it is in yours.
To your success,
Steve Plummer
