15 ways to sell more easily and with no additional budget.
Specific points are tailored to the client, so it makes no claim to completeness, universality, structure, or pattern-breaking. Keep in mind that we're talking about a mostly small business owner and sales department audience.Therefore, everything is greatly simplified, without theories, canvases, and other fancy stuff.
Someone will say that this is a revelation of Captain Obviousness, but all points are from practice.
1. Put a verb in the headline.
The key offer to the customer should be expressed in the headline, in the branding, in commercial offers, and in other materials. If it's not already fixed, fix it right away. The headline is the first thing the customer will see, and if they don't understand how the product will help them live better, they will leave forever.
A common mistake is to focus on yourself and your product rather than the value to the customer.If you don't know what a value proposition is and don't want to get into it, here's a somewhat primitive, not always working, but sometimes effective way to fix it: try adding a verb (which is "call to action") to the headline if it's not there. To do this, you have to think about the client and what they really want.
2. Use AIDA.
At this point, I'm risking getting kicked out by the marketers and co-conspirators. So right away disclaimer: yes, I know that Aida is literally 100 years old, that in its original form it can be considered obsolete, and that there are many criticisms and variations with alternatives.
Take your weblinks, scripts, presentations, CPs, and other documents and check if you have the following sequential structure there: Attention/Awareness; Information; Desire; Action
If not, but you are familiar with AIDA and understand why it is not applicable in your situation, that is fine. In other cases, remake: draw attention; provide information; arouse a desire to purchase; provide this opportunity.
3. Ask more questions.
A classic problem with salespeople is that they don't yet know the customer's needs, yet they're already offering something. Imagine that you are a doctor.
Does a doctor prescribe treatment without making a diagnosis?
It's clear that there's a product you're selling, but the customer needs it for different purposes.
An additional hack: When formulating questions, make it sound as if you're discussing the use of the product, not the purchase itself. Don't ask if the customer is interested in the product or service. Ask if they will use it at home or in the office, if they need it for themselves or for resale, etc.
An example from practice:
Wholesale supplier of rubber shoes. Lots of leads at an extremely attractive price, but low conversion to sales. We listened to the sellers' conversations and realized that they were not trying to find out the buyer's needs but were sending them a price list.
And the buyers were from at least three groups: they bought for themselves (construction companies, etc.), they bought for resale (stores), and they bought together. They all end up buying boots, but they have very different needs in terms of assortment, timing, delivery, packaging, and so on.
Making a copy offer to them is not loving yourself.
4. Don't sell.
Tried and tested thoughts, however, appear unfamiliar to the authors of the scripts of major banks, insurance companies, and telecom operators, judging by the cold calls.
You don't have to sell, persuade, or work with objections. You help the customer solve his problem; remember that. You're a doctor.
5. Create urgency.
Fix deadlines: cost of services, promotional deadlines, etc. Many hesitant clients will bounce back, and you need to help them NOT do that. If the client takes a long time to think, let them know that you will get a personal discount or you will fix the price before the increase, but the decision must be made quickly.
6. Do more.
Do you know that you'll have time to perform a service or deliver a product in two weeks? Say one month. You'll still be a week late, and if you deliver a week early, you'll prove yourself to be a responsible contractor.
7. The commercial offer is a description of the way to a better life.
The CP is not a price list but an explanation of how you will help the client solve his problem. To be more specific, to move from point A to point B, that is, from today's mediocrity to a bright future.
8. If you are afraid to name a price, give an example or a range.
If it's too scary to name an amount or it's not clear what the client is expecting, name the cost of the biggest similar project or range.
9. Use the anchor effect in pricing.
If you don't know about the anchoring effect, here's a starting point. In short: when you have to estimate an unknown value, the human brain "binds" to the information it has already received (an "anchor") and uses it as a guide.
It is used to great effect in negotiations and in pricing. Set an anchor: be the first to name the price in negotiations and give several price options. Just don't overdo it: if there are too many options, the client will have analytical paralysis and leave; 2-4 options is enough.
An example of how Steve Jobs used the tethering effect at a presentation of the first iPad:
Steve Jobs says that in all good sense, all this splendor should have cost $999, but we did it for $499! 999 is the anchor. If Jobs hadn't set it, audiences would have started comparing $499 to something else, like $199 for the then-current iPhone 3GS. Does $499 look more appealing when we compare it to $199 or $999?
10. Work with higher check.
The relationship between transaction amount and effort is not linear. Selling for $100,000 may be more difficult than selling for $10,000, but not by much. Although there's a lot of nuance here, it depends on the product and a bunch of other things.
Also assess what is better for you: ten small clients to diversify risk or two or three larger ones to reduce labor costs?
11. Check your salespeople.
There are chances that your salespeople are losing sales. Try to check how they answer and speak to clients. Prepare selling scripts for different situations to help them.
12. Shorten your response time.
The ball doesn't have to be in your court. You get a question from the client, and you answer it. The client can respond for as long as you want, but you can respond instantly. The shorter the transaction cycle, the more you sell per unit of time, and the more relaxed the client is.
13. Go back to your old leads.
Call old contacts with whom you had a conversation but it fell through. The situation may have changed, as may the needs. Back it up with a discount or a promise to fix the price.
14. Expand your communication channels.
Your client doesn't like to talk on the phone and prefers to WhatsApp or text. Don't try to change it - it won't work anyway.
15. Create an obligation with the client.
Think about what you can do for free for the client in the negotiation phase to make him feel indebted. This is a psychological effect that works like this: you give something to someone for free, and that person's brain tries to balance, bringing the score from 1:0 to 1:1.
If you find yourself stuck with points listed above, be sure that Anybiz team will give you a hand. Ready to drive more revenue with email marketing? Schedule a call today, get your clients tomorrow.