I had the great fortune of spending some time with Ann Convery, who taught me some great tools for maximizing my sales techniques from a public relations perspective. Following are some basic fundamentals followed by an exercise that you can apply to your business with great effect right now!
- The average human attention span is 9 seconds.
- To achieve powerful influence, you must speak to emotional needs.
- The results you provide should be dollarized and quantified for maximum effect.
- The goal of any encounter is to leave your audience hungry and wanting more, because curiosity is the single biggest factor in sales.
- Remember the Zygarnik Effect: People remember incomplete tasks better than completed ones.
- Human beings are about pattern recognition, you must effect a pattern interrupt to be effective.
- Remember that your audience is thinking: What's in it for me?
- Stop using un-hearable words (jargon, like domain names and search engine optimization). Instead use trigger words.
- Following are some examples of trigger words:
- Mother, childhood, baby, family, safe and sound, money, wealth, millionaire, debt and bankruptcy
- Understand the 12-12-12 rule:
- 12 feet - you decide who the person is.
- 12 inches - you make up your mind.
- 12 words - you write them off.
- Project the image you want or others will build one for you. 93% of the initial perception is based on appearance.
- Educating others is a top tier selling tool.
- For example, if you were a moving company you could write an article about "15 Questions to Ask Your Moving Company"
- Remember that you are selling money.
- Don't label yourself... "I am", instead use: I transform, I accelerate, I teach, I discover or I create.
- Tie what you do to money, love, health or time.
- Facts tell, but stories sell.
- If someone already has the service you provide, implant the notion that if they are not flying with you, they are not flying first class.
Take some time to create a statement about your business that speaks directly to the intended customer that is either or both quantified and dollarized.
Here are some examples:
Most people have to work until July until they start making money. I teach people to start making money in 60 days.
I teach people not to use their insurance. I usually save people from $12,000 to $30,000 in the initial meeting. We have already saved our clients over 40 billion dollars in the last 20 years.
I teach people 5 secrets of wealth and cash flow so thay can leverage other people's money and hold on to more of their own.
I can increase your web traffic up to 32% in 60 days.
We just took a company from 4 million to 103 million in 36 months.
This one is not quantified or dollarized, but I like it: They call me when the bank says no.
Elmer Thomas Jr. is Co-founder of IER Solutions, Inc., an award winning web and software development company dedicated to bridging the digital divide and ThemBid.com, a service offering free advertising for businesses and makes finding services and products easy for consumers. You can find out more about Mr. Thomas at ElmerThomas.com.