Some things we can resolve in the context of an article. Some need to happen in February.
1) Stop the instant “No” gut reaction.
Remember, anyone who is meeting you for the first time will have a few different reactions to you.
One will be based upon their perceptions of you prior to your appearing. Then there is your appearance; your looks and how you adorn yourself.
What’s that worth to you?
Think about it.
The key reaction that matters for the techniques of selling is their gut level trigger reaction to you and it is obviously typically negative.
EVERYONE will be at least somewhat distrustful, somewhat disliking, and feeling uncomfortable. Count on it. You were wired that way. “Don’t talk to strangers.”
Every culture has that notion because strangers have proven over the millenia to be unpredictable or unsafe, whereas people you know are more predictable and hypothetically LESS dangerous.
A person doesn’t know the intentions of someone they’ve never met.
They bet consciously and unconsciously that your intentions are likely to be those of self interest. The question is whether or not there is a “their interest” within YOU.
You wouldn’t be there if you weren’t going to gain something, but what about them? Do they also stand to gain?
All defenses are up and they will only be let down if you are aware that they are up and that you are doing everything possible to help bring their defenses down.
You can use a number of The Omega Strategies to bring down their defenses.
What’s an Omega Strategy?
Eric Knowles did the hard work. It’s a strategy (any strategy) that will be effective in reducing resistance. And for our purposes, the resistance that needs to be lowered is resistance to YOU.
Once they are down THEN you can begin to share your message but not before.
Until they are under control, you simply can expect that your attempts to communicate are all going to be shot down.
Omega Strategies often help build security and a feeling of safety in your future client. There are dozens of specific techniques you can use to accomplish this.
You want to make a great impression on someone so you post a personalized video on You Tube just for them. They watch it BEFORE you meet them, thereby creating familiarity and liking for you and your message in a completely non-threatening fashion.
Of course your video can be a disaster as well. It has to be created itself so that the very first image the recipient has is a POSITIVE FEELING of some kind. Puppy dogs and babies tend to have these universal effects on people. Think about it…
Something that’s less techy?
- Use a letter of introduction.
- Use a testimonial.
- Use a respected third source validation of you/your product.
- Induce Reciprocity.
Wrong Action…But the Right Idea
The testimonial is powerful…(just make sure you remember you said it!)
Someone wanted me to visit a web page the other day saying, “Hey Kevin, what do you think of this book? Do you really like it?”
I told them I didn’t know anything about it. Then I went to the page and realized that a couple of years ago I reviewed the book, found it useful for a special micro-niche of people, and said so in the form of a testimonial. The very first thing on their website was a picture of me and my testimonial.
NOT a picture of the BOOK.
NOT a picture of the AUTHOR.
They took a decent picture of Kevin Hogan and popped it up there on the page.
Good strategy (though I had them remove the photo as they hadn’t sought permission).
By leveraging my words and putting my face out there they won quite a following. I think is safe to say, that I’m typically read as someone with a rather low BS Factor. Most people will say I’m someone you feel comfortable with, someone you trust and believe. That trust and certainty causes people to immediately drop the instant fear reaction of, in this case, at this web page.
Take the CONCEPT of the person arriving at the site and immediately seeing something they trust, believe in, know to be good and THEN introduce your product/service/you to the visitor.
THAT is an Omega Strategy.
It has nothing to do with the product/service/author/person. It’s all about reducing resistance.
Two: Rediscover Differences and Benefits
Look at your product or service today as if for the first time. Look at it from the experience, eyes and mind of someone using it. What does your client see in your work as it’s greatest benefit, and what do they see that is different?
You look at your work and see something VERY different than your clients and customers. If your customers are return customers, then find out what your service or product is doing for them…and do it soon!
Example: Over the years we’ve gotten a lot of e-mails about Influence: Boot Camp.
a) “This made me a lot of money.”
b) “You’re the only one training this.”
c) “I love listening to you and how you present the information.”
d) “I learned so much!”
Now, I take that information and make sure that those factors appear in the promotional copy of anything I write. That’s either done through a written testimonial or through the promises of benefits to the future client or customer.
These are the responses of my customers. The stimulus was their coming to Boot Camp or buying and using a specific program. Don’t I want to hear that even more?
…the next technique?
Three: Leverage Customer Feedback.
Once three people tell you something, make a change if you can. I listen and take action on what my customer or client doesn’t like. It’s business…if you don’t listen, you go out of business….
My customer doesn’t have to have a reason for what she feels, she only has to tell me. (I appreciate hearing a reason, but reasons are usually justifications for reactions which are instinctive. In other words…they matter but not that much!)
People told us several years ago that one of the CD’s in a set would get delivered scratched…so we had a special sleeve made to hold our CD’s.
People told us that they would prefer to have a CD with a PDF manual on it rather than a manual that would get beat up when shipped from here to Japan. We changed.
Make the changes that you can control when your customers are talking to you.
For whatever reason most businesses don’t listen to their customers and clients. Become exceptional. It should be obvious, but it isn’t.
…the next technique…
Four: Bring Out Your Weaknesses So They Don’t Have To
The best salespeople on the planet communicate their products’ weaknesses early and clearly. Every product has some drawback or even flaw that makes it imperfect. Because people instantly react negatively and look for the holes in your proposal, bring out your products negative feature early in your message. Be bold, Be honest.
A Lexus is a fine car, but it isn’t cheap and you can tell that to your customer. He knows that to be true and, therefore, was already thinking about it.
If you are selling life insurance and your policy is $10 higher than your competitor, point out the fact that your company is rated A vs. their B and that is far more important than $10.
When people are presented with honesty instead of “walking around the weakness language”, they respond appreciatively.
Five: Be Time-Conscious.
Time is arguably our most valuable commodity. When I communicate with someone, I am very conscious of their time (as well as mine). If I’m in the position where I’m asking someone for their time (not paying for it) then I will have set a razor sharp specific amount of time to communicate my message to that person. Without further permission, I will not take up any more of their gift to me than what I asked. This earns great respect from most people (probably from everyone who can make a decision about anything!). You do the same and your sales and your business will appreciate dramatically.
Never underestimate your intrusion on even one extra minute of time, and always consider the enormous benefit of using LESS time than you suggested. Busy people will only listen to a short, get to the point message.
The very busiest people are the most likely to be your best customers. They are the most successful!
Reserve your spot now!
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