What’s in it for me?

Today I am going to teach you how to increase the sales of your product or service. I use this same simple strategy to 10X the revenue of my clients.

Introduction

Sales.

It’s a word dreaded by almost everyone.

Tell even the most successful person that he or she has to sell something…and nine times out of ten that person will find any excuse not to.

Why?

Because our society loves to buy but hates to be sold.

We buy on emotion and defend with logic.

We blame our bad buying decisions on the only person that makes sense; the sleazy salesman!

One of my favorite cartoons ever is the classic “salesman trying to sell machine guns to a man about to go into battle with a sword who refuses to talk to a salesman”.

At the end of the day, no matter how much they may be hated, salesmen and women are a key reason the world keeps on turning.

As a entrepreneur, you will never be successful until you can understand how to sell.

Even if you hire someone such as myself to train your sales team, you still need to understand the concepts.

Unfortunately, many “sales trainers” overcomplicate the art of sales itself because it helps them sell speaking events, courses, books, etc.

The actual underlying concept of selling is extremely simple and can be used on both products and services.

In the following sections, I am going to go over the sales basic that will put you above 99% of your competitors.

NOTE: I am NOT going to go over how to create a sales script in this training. If you want the sales script training, read through this general sales training and then click on the script training at the bottom of this article.

Part 1: Words to NEVER say when selling

As I mentioned above, people buy with emotion and defend with logic. There are certain words that we use everyday that create a NEGATIVE emotional response in almost everyone.

We want to avoid these words at all costs.

I have included the words to avoid and then below each word I have included words you can replace said word with.

Print out this list, pass it out to EVERYONE in your office and hold practice sessions daily to help your team adapt.

I have seen companies implement JUST these word changes (without any of my other strategies) and get a 5%+ increase in sales immediately.

Cost or price
—————————
– Total Investment
– Value
– Valued at
– Available for
– Available at
– Offered for
– Offered at
– Worth

Down payment
————————————–
– Initial investment
– Initial amount

Monthly payment
——————————————————-
– Monthly investment or monthly amount

Contract
——————-
– Agreement
– Paperwork
– Form

Buy
———–
– Own

Sell or Sold
—————————————————————————
– Happily involve
– Acquired (bought, ordered, purchased) through me
– Help obtain Counsel or consult
– Worked with me on the arrangements
– Aid (or assist) the buyer by eliminating difficulties
– Providing expertise
– Supplying (vital, necessary, useful) information
– Had the honor (privilege, pleasure, challenge) of acting as agent, representative, or intermediary
– Develop the opportunity
– Work out the details

Customer
————————–
– Clients
– People we serve
– Families
– Business we serve

Prospect
————————
– Potential clients
– Future clients

Commission
———————-
– Fee for service

Problem
—————
– Challenge

Objection(s)
————————
– Concerns
– Areas of concern

Cheaper
—————————-
More economical

Pitches/Deals
————————————————————————————
– Hear the presentation I’ve developed for your company
– Participate in the demonstration
– Get involved with the wonderful opportunity we have for you
– Consider this interesting transaction

Sign
———————————-
– Okay the paperwork
– Approve the form
– Authorize the agreement
– Endorse the file copies

Appointment
———————-
– Meeting
– Visit

Part 2: Buying Emotions

Now that we have cleaned up your vocabulary, the next step is to understand WHY someone buys something from you.

As mentioned above, people buy using emotion and justify using logic.

Below I list out the most powerful “buyer” emotions.

  • Color and style
  • Peer pressure (keeping up)
  • Pride of ownership
  • Vanity
  • Self-improvement
  • Security
  • Health
  • Prestige and status
  • Love of family
  • Ambition
  • Employment change
Why are these emotions important to understand?

Because no matter WHAT you are selling, you must trigger at least one of these emotions in your sales message.

Forget logic.

The company with the best product (the logical choice) almost NEVER wins. The company that comes out on top is always the company with the best MARKETED product.

We perceive these products as the best option even when they are not because the marketing message triggered one of the above emotions in us.

Another way to look at this is FEATURES vs BENEFITS.

A feature is that a car has air conditioning. The benefit is you will be extremely comfortable no matter how hot it gets.

If you describe your product or service in terms of benefits instead of features, your ROI will increase exponentially.

Study the emotion list and the vocabulary guide. Get your team together and change your features to benefits. Go over how you can tweak both your product or service itself AND your marketing to target these emotional triggers I listed above.

If you still don’t believe emotion sells better then logic, try split testing your logical marketing and emotional marketing to see which one converts better.

I guarantee the emotion campaign will convert at least 3X higher than your logical version.

Part 3: The Sale Starts at “No”

The next step in your sales evolution is to learn to LOVE the word “no”.

Over 95% of all prospects will say no the first time they hear or see your sales pitch.

They may not SAY no, they may say “let me think about it”, “it’s too expensive”, etc.

Sometimes they will say non verbally by walking out of your business or clicking away from your website without taking a buying action.

It’s not that they are saying NO to you or even to your product or service. They want your product or service.

The prospect says no because they have not been emotionally triggered yet.

Think of objections as cries for help, individuals who NEED your product or service but want your help to convince them to buy.

Which is where our next strategy comes in…..

Part 4: Let Them Talk

The key to successfully closing a sale is more in what you DON’T say then what you do.

Most people talk FAR too much when selling a product or service.

People buy based on emotion and that emotion is built on their pain. In order for this pain to influence them emotional, you need to let them “talk it out to” you.

Don’t jump in immediately when you spot a issue they are having that your product or solution can help with. Instead let them tell you all the ways they are experiencing pain. These painful (emotional) experiences are actually more powerful in selling your product or service then you can ever be.

To help them truly “vent” their pain and frustration to you, good questions are a must.

You need to have good questions for each prospect so that they identify their pain out loud. They will also identify ways your product can help them. You let them sell themselves on your product while you listen carefully and then simply repeat back what they’ve said as benefits of your product.

Here are my some of favorite questions….

BIG PICTURE QUESTIONS

1. What did you like/dislike with it?
This identifies the client’s likes and dislikes, which will be used later on to customize your pitch
to meet the client’s specific needs.

2. What would you change or improve with your current source?
Ask what your client would change about their current situation.

3. What’s your biggest headache with … ?
This uncovers the emotional problems he/she might be experiencing. Pay close attention to the
answer. You will use this information later in your pitch.

4. What’s your ultimate objective?
Once you understand your client’s goals and objectives, you can become the right person for
the job.

5. What would be your ideal program?
Ask the client to be as specific as possible in terms of the product or program.

SPECIFIC QUESTIONS

6. Of all the factors, what’s most important to you?
What factors are most important to your client? What is he ultimately trying to accomplish
with you?

7. Have I asked about every detail that’s important to you?
Is there anything your client might have missed? Does he have any additional concerns or questions for you?

SPECIFIC QUESTIONS

6. Of all the factors, what’s most important to you?
What factors are most important to your client? What is he ultimately trying to accomplish
with you?

7. Have I asked about every detail that’s important to you?
Is there anything your client might have missed? Does he have any additional concerns or questions for you?

Part 5: Selling Strategy (or Looping)

For our last section, I want to go over the lost art of looping.

To increase your close rate and ROI, you need to have a firm grasp on your overall selling “strategy”.

Before you get into that strategy (looping), you should understand the emotional triggers of your buyers (which we went over above).

Now with those emotional triggers in mind, you want to write out the top 10 most valuable emotional benefits about your product or service.

After you have these benefits written out, order them from most powerful to least powerful.

Now FLIP the list so number one is your LEAST powerful point and number ten is your most powerful point.

It may seem counterproductive but you always want to lead with your least powerful selling point.

Why?

Because 95% of people say no the first time they hear a sales pitch regardless of how good it is.

It has nothing to do with you or your product/service.

It’s because humans are programmed from birth to be extremely skeptical of everything. It’s a survival instinct that’s million of years old.

As mentioned above, the sale starts at “no” so you want that no as quickly as possible. To get there as fast as possible always lead with your weakest point first.

The saying “keep your powder dry” is a great visualization here. You want to save your most powerful points until last so you have something to fall back on when they say no.

This is where the concept of “looping” comes into play.

After you use your weakest selling point, the prospect says no and you loop them back onto the sale by using a slightly more powerful selling point, then repeat as necessary until the prospect says no or you use up all your points.

Example: “Ok Mr Jones, based on everything you just told me my service would be perfect for you and we can get started today for just $997.” “I need to think about it.” “I hear what you are saying but let me ask you a question, does the product make sense? Do you like the product”. “Yeah I like it.” “Exactly Mr Jones and the beautiful thing about this product is *next slightly stronger sales point*……”

As you can see, we simply “looped” the prospect back onto the sale using our next strongest selling point.

You should use the concept of looping in all of your marketing campaigns.

From your freebies you give away to your testimonials, EVERYTHING in your funnel should be scripted together to slowly “loop” the prospect towards buying by covering every objection possible.

To do this you can (and should) “loop” with everything at your disposal.

For example, if a common objection you get is that you are new business and don’t have a track record, get a testimonial from someone who talks about how trustworthy you are and how great the experience was even though they were nervous about your lack of reviews. Then put that testimonial front and center on your website and use it during your sales presentation.

The key to using testimonials as “loops” for objections is to make sure the person in the testimonial LITERALLY says the objection in the testimonial.

“Even though I was nervous about the lack of reviews, I went ahead and boy was I impressed with the….etc etc.”

If you say it, they don’t trust you. If THEY say (or someone not connected to your business) says it, they believe it.

HACK ALERT: To get your testimonial “giver” to give you the best response possible, make sure to script your questions to get the answer you want.

“Where you nervous about our lack of reviews when you signed up?” Etc, etc.

Another way to “loop” is to create a free information product centered around a specific objection you commonly get.

If someone is concerned that your product or service may not help them with a specific issue they are experiencing, create a video case study, pdf, etc that goes over exactly how your product or service helps with that specific problem.

Remarketing is a great way to do this.

You can create remarketing ads with testimonials or content specifically addressing objections your prospects commonly have.

These ads will then follow a interested lead around the internet and slowly “loop” them back to your website and sales process.

From a 30k foot view, your “looping” strategy should consist of three parts.

Part 1 should sell your product, part 2 should yourself and part 3 should sell your company.

Each part should have multiple blocks aka 2 to 3 testimonials about your product along with one or two “freebies” aka helpful information that highlights how your product/service is beneficial, etc.

Repeat this process for each of the three “blocks” of the looping process.

The End / Recap

Today we went over specific words you should NEVER use (and what to replace them with), specific buyer emotions you need to trigger, the best questions you should use and finally how you should think of your marketing process as “looping” and how to set the most powerful loops possible.

I guarantee if you use all of this information to upgrade your current sales funnel and marketing process, you will see a HUGE jump in ROI.

If you want me to personally create a custom sales funnel for YOUR company, you can see if you qualify to partner with me by CLICKING HERE.

I can’t wait to see the impact YOUR company has on our communities!

– Gabe

Gabriel Bryan
New Revenue Consultant
GabrielBryan.com