This is for you if you haven’t sold anything yet. Learn how to sell, even if you’re a complete beginner.
Perhaps you’re just getting started in a new business, or you’re switching gears and starting to sell something new.
This will also work if you’ve been in business for some time, but are going through a slump.
It flies in the face of conventional wisdom about selling and marketing and value-proposition, and will certainly earn me some detractors.
Some folks out there – people who genuinely know what they’re talking about – will tell me that I’m wrong and that this is bad advice.
But don’t use that as an excuse for inaction. You’ll see that you have nothing to lose (and everything to gain) from trying this.
In the few working days left of this week, I want you to make a NO-BRAINER paid offer to your prospects.
It doesn’t matter if you have a list of six people on the back of a beer-mat, or six thousand people on your dormant email list, this will work. You can have it set up within the next hour.
Intelligence is not your friend.
Sure, it got you great marks at school, when you could argue both sides of an argument with alacrity and wit and warmth.
Essays and debating society events call for a measured and balanced approach to reaching a conclusion that doesn’t matter: the kind of conclusions called for in essays or academic debates.
But this equilibrium won’t serve you so well in growing your small business, where the only conclusion that matters is money in the bank.
We’ve just met and you make me an offer that sounds like this:
“Nice to meet you! It looks like you need my thing.
Here’s what it does and here’s the RESULT you get. Here are the FEATURES and BENEFITS.
Here are the TESTIMONIALS and here’s the PRICE. And the money-back GUARANTEE is here.
You can’t lose.”
And that’s a compelling offer, by any standard.
After all, you’ve hit the sweet spots:
- Solves a real problem
- Provides social proof
- Gives a risk-reversal guarantee
… it’s the first time that we’ve met. And there’s the rub.
Even though I’m a naive and trusting kind of fellow, I’m aching for something more. I guess we should get to know each other first.
After all, I don’t give out on the first date.*
A few years ago I led an important webinar for an important client.
It was the first call in a series of twelve, spread over six weeks.
I’d never done one before, so it was a big deal. It was a new client I was keen to impress.
We had just over 120 people registered, each one paying $499.
And it was a disaster.
To my mind, one of the best books on selling ever written – bar none – is “You Can’t Teach A Kid To Ride A Bike At A Seminar” by David Sandler.
David Sandler was a straight-talking, zero-fluff old-school salesman, who cut his teeth pounding pavements and picking up the dog-and-bone.
The Sandler System (first lesson from this email: name your intellectual property, it makes it irreplaceable) first came to my attention about four years ago.
I was sitting in a bar in Soho, London, shooting the Friday afternoon breeze with a couple of friends. We were all relatively new business owners.
One of them had just started working with a sales coach.
“Pah!” I scoffed. After all, who needs a sales coach?
But when told me that he was paying this guy $5k a month for twice-monthly group training, I started to listen.