Today I'm going to teach you how to sell any product or service to anyone at any time. When it comes to selling and closing deals there are techniques and approaches. In this blog post I will share three secrets that can help you sell anything effectively.
Let's start with the secret; How do you sell a product or service that is considered common in a market filled with noise?
1. It's important to understand that people don't make buying decisions solely based on logic. Emotions play a role in their purchasing choices, which they then justify using logic.
Take a moment to think about something you desire to buy, a car, a house or anything else that comes to mind. Now ask yourself why you want to make that purchase. What is the reason, behind your desire? Perhaps it's because a new suit would enhance your appearance and make you feel good.
Perhaps it could be an outfit, even a new vehicle or possibly a recently acquired home. It might even be that awaited vacation. Have you ever wondered why people feel compelled to make these purchases? I'd like to delve into this matter.
If you delve deeper you may come to the realization that when you make a purchase it's often driven by emotions. Sometimes it could be the allure of making or saving money that entices you. Times it could be the desire to help others through your purchase as some companies pledge to donate a portion of their sales, to charities. Perhaps it's the fear of missing out that motivates you not to pass up on buying something. Maybe it's the need for an escape from the monotony of your nine to five job that leads you to seek a vacation or indulge in purchases. Whatever the underlying reasons may be they are often rooted in our inclinations. We buy based on emotion. Then rationalize our decisions with logic.
Think about the moment when you're trying to sell something to someone. Are you simply discussing the features and benefits? Highlighting the appeal? I have a memory of an experience, at Harry Rosen, a high end men's clothing store in Vancouver. As I strolled through the store I passed by the Tom Ford section. A salesman approached me asking if he could assist. I replied that I was just browsing around. However he kindly requested me to try on a suit. Now up, until that point I had never owned a Tom Ford suit despite having quite a collection of suits. Intrigued, I put it on, the salesman then suggested trying on a tuxedo. It was quite cool! He exclaimed that it looked fantastic too.
He asked me "Hey do you happen to be a James Bond fan?" I replied, "Come on who's not? James Bond is like everyone's favourite!" He then pointed at the suit. Mentioned "This tuxedo here is the exact same one that James Bond wore in Casino Royale. Remember that scene when he was gambling? Oh man it looked so good! Well long story short, I ended up buying the tuxedo. Let me tell you though it cost quite a bit of money."
When I consider it what am I purchasing? It's the emotions that I'm after. When I put on this tuxedo it makes me feel good. Being a James Bond enthusiast it almost transports me into the world of James Bond. Logically speaking I know that I'm not actually James Bond but emotionally wearing this attire takes me there. It's pretty cool to wear the tuxedo with the perfect fit and everything. Then he convinced me to buy the shirt and cufflinks. That's what I mean. People make purchases based on emotions and then justify them with logic; you need to understand that. Don't just focus on promoting your product or service or highlighting its features and benefits alone. Instead think about which triggers you're appealing to.
2. People don't purchase things for the sake of buying; they do so to escape something
3. It's important to remember that people don't just buy products and services; they buy into stories and experiences.
In todays saturated market, where countless options are available both in stores and on the internet it can be challenging for any product to truly stand out. When it comes to something simple as a pen how do you make it more than just a functional tool? What sets apart a $2 pen from an exclusive $800 limited edition Mon Blanc pen like the John F Kennedy collection? On the surface they serve the same purpose. Perform the same tasks. However it's the story behind them that makes all the difference. By attaching a narrative to a brand or logo such, as the captivating tale of John F Kennedy himself you elevate its value exponentially. Suddenly that particular pen becomes ten times more valuable then a hundred times more valuable and three hundred times more valuable because of its story. Sure both pens can write well. Even a $2 pen gets the job done. But it is that narrative that truly sets them apart. So take a moment to ponder; What's your story?
How can you incorporate narratives into everything you do? Perhaps it's your journey, how you began and what drives you. What, about sharing stories from your customers? So where do you utilize storytelling in your marketing and business? Are there ways to leverage the power of stories? Remember facts may inform. It's stories that persuade and sell. So go ahead leave a comment below and demonstrate how these three secrets would convince me to buy something from you.
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