In the world of who you sell a product or service to, there is no more important person.
If you can make your product more attractive, easier to buy, prove that he or she needs to buy it, then they will give you money for it.
If you do not take into account their feelings, beliefs and desires, then they will not be a buyer.
If you in any way let him / her down, and do not deliver what you say you will, then your offer, company, will end up in the bin, electronically or literally.
“The buyer that has the gold makes the rules.”
When you look at it this way, you will come to a conclusion pretty quickly that they are indeed powerful and should not ever be taken for granted.
If someone pays you for your service she has, as they say the “GOLD”.
“The buyer that has the gold makes the rules.”
If you sell face-to-face, that’s a lot easier, like the old door-to-door analogy, the client is there right in front of you.
You can pretty much know, with understanding body language and getting a “feel”, if they may be a buyer, but what if they are not?
Then what can you do?
Over the next few weeks, I’ll show you how you really can fine tune your client’s avatar or profile.
If you are not sure who you are targeting, then I can help there too.
Here are the key outcomes that you need to start thinking about.
What are your clients inner most feelings, desires, and beliefs?
Understand what particular words, phrases scare him / her.
What excites them?
See you next week.
PLUS, whenever you are ready…here are four ways I can help you grow YOUR business.
My favourite thing to do is show you what’s working right now. It’s not as good as being a client, but it’s close.
2. Take advantage of a FREE 45-minute consultation
Need some sales support? Make an appointment, and let me take you through the past, present, and future template.
3. Work with me one-on-one
If you are wanting to take your product or service from face-to-face to virtual selling, then I have a product that may be able to help you. You can get started for as little as $250 a month. If you’re interested then email mike@mikebrunel.com and put ‘Virtual Selling’ in the subject line…tell me a little about your business and I’ll get you all the details.
4. Finally, grab my new digital book on ‘How to get a predictable sales system into your business without coming across as salesy’
Mike Brunel started mikebrunel.com after being a successful entrepreneur and founder of NRS Media. He co-founded NRS Media in Wellington, New Zealand, expanded it into a global powerhouse in media sales and training, and was eventually responsible for opening offices in London, Atlanta, Toronto, Sydney, Capetown, and Bogota. He has hired hundreds of salespeople around the world.
This week we will finish off with rule #3 – Once you sell them your product or service you need to satisfy their emotional decision with reasoning.
Once your client is emotionally sold, they need to justify it in their minds.
Think about Apple computers for example.
Can you recall their TV commercials? Beautifully crafted shots of the latest MacBook Air, literally floating through the air.
There is a beauty about the way it looks, it is compelling and draws you in to the design of it.
It looks amazing and so light – like air!
That composition you see gets you to the store, or online.
Then what do you do? You check out the bits and pieces it has. Does it have this speed…I must have this feature…or that.
This information might help the sales, but it is deeper than that. It justifies the sale.
Those are the basic rules of selling.
Here is the summary.
Before you sell anything, you must understand these three rules.
1. Your client does not like the idea of being sold to. 2. People buy off you for emotional reasons not sensible reasons. 3. Once you sell them your product or service you need to satisfy their emotional decision with reasoning.
If you learn these three basic rules, you can create any sales approach with confidence.
Have a great week.
PLUS, whenever you are ready…here are four ways I can help you grow YOUR business.
My favourite thing to do is show you what’s working right now. It’s not as good as being a client, but it’s close.
2. Take advantage of a FREE 45-minute consultation
Need some sales support? Make an appointment, and let me take you through the past, present, and future template.
3. Work with me one-on-one
If you are wanting to take your product or service from face-to-face to virtual selling, then I have a product that may be able to help you. You can get started for as little as $250 a month. If you’re interested then email mike@mikebrunel.com and put ‘Virtual Selling’ in the subject line…tell me a little about your business and I’ll get you all the details.
4. Finally, grab my new digital book on ‘How to get a predictable sales system into your business without coming across as salesy’
Mike Brunel started mikebrunel.com after being a successful entrepreneur and founder of NRS Media. He co-founded NRS Media in Wellington, New Zealand, expanded it into a global powerhouse in media sales and training, and was eventually responsible for opening offices in London, Atlanta, Toronto, Sydney, Capetown, and Bogota. He has hired hundreds of salespeople around the world.
This week we are going to talk about rule #2 – People buy off you for emotional reasons, not sensible reasons.
Then next week, we will finish off with rule #3 – Once you sell them your product or service, you need to satisfy their emotional decision with reasoning.
How do you get someone to buy emotionally?
Let’s say you want to take your partner out for dinner. Some folks would start off with all the logical reasons to invite him or her for dinner.
If you really wanted to get someone to dinner, you might describe the last time you went there and why you keep going back.
You might talk about the amazing pizza they have, and that salad, the one with so much cheese, it was to die for.
In other words, you are creating a picture in their mind that either takes them back to the previous dinner, or sets up a scene for a new experience.
You don’t do it with a list of reasons, you do it emotionally.
You were catering to their desires, and not trying to push them.
An old copywriter said to me once, “Why do they have a dessert on the menu?”
Because it’s about emotion, often desserts are described in more detail than the main menu.
The real reason is because they often have the most margin.
If you are selling a product, you must think about your client’s feelings and desires.
Here are seven emotions that we all have to think about when selling a product: – Fear – Greed – Vanity – Lust – Pride – Envy – Laziness
While these may seem a little negative, there are others that complement these.
My courses and online products go into these in more detail, but it is important that you know what drives rule #2.
By knowing these, you must always remember that your product or service must appeal to you following rule #1.
Be authentic and believe in your product and what it delivers.
Until next week.
PLUS, whenever you are ready…here are four ways I can help you grow YOUR business.
My favourite thing to do is show you what’s working right now. It’s not as good as being a client, but it’s close.
2. Take advantage of a FREE 45-minute consultation
Need some sales support? Make an appointment, and let me take you through the past, present, and future template.
3. Work with me one-on-one
If you are wanting to take your product or service from face-to-face to virtual selling, then I have a product that may be able to help you. You can get started for as little as $250 a month. If you’re interested then email mike@mikebrunel.com and put ‘Virtual Selling’ in the subject line…tell me a little about your business and I’ll get you all the details.
4. Finally, grab my new digital book on ‘How to get a predictable sales system into your business without coming across as salesy’
Mike Brunel started mikebrunel.com after being a successful entrepreneur and founder of NRS Media. He co-founded NRS Media in Wellington, New Zealand, expanded it into a global powerhouse in media sales and training, and was eventually responsible for opening offices in London, Atlanta, Toronto, Sydney, Capetown, and Bogota. He has hired hundreds of salespeople around the world.
Let’s begin by introducing you to the ‘3 Rules of Sales’.
Your client does not like the idea of being sold to.
People buy off you for emotional reasons, not sensible reasons.
Once you sell them your product or service, you need to satisfy their emotional decision with reasoning.
The first rule of selling – Be yourself, be authentic.
If you look at the first rule it does not seem to make a lot of sense; products and services are bought and sold every day.
We all like to buy, but do we like to be sold to?
If someone is perceived as selling you something, you are likely to feel pushed or controlled.
Imagine you go into a car dealer. As soon as you walk in the door, here comes the smiley salesperson with their hand held out, and they say “Hi, can I sell you a car mate?”
What’s your first reaction? Pushy salesperson?
What if you walked into another car dealer, and a young man approaches you, smiles and offers you a coffee, or a chance to look around the showroom.
Soon enough you are feeling comfortable with that person, so you get curious and ask a few questions. He/she discusses the features and benefits of a car that you may be looking for, and soon enough you are working out an offer with your salesperson who for some reason is just like you.
What just happened? Simple. That salesperson understood Rule #1. You client does not like the idea of being sold to.
As a salesperson your job is to help your client. Help them solve a problem or achieve a goal.
People like to buy things, not be sold to, remember this.
If the second rule is to sell to their emotions, how do you do that?
How do you create an emotion for them to buy something, or do something you want them to have or experience?
That’s next week’s story. See you then and have a great week.
PLUS, whenever you are ready…here are four ways I can help you grow YOUR business.
My favourite thing to do is show you what’s working right now. It’s not as good as being a client, but it’s close.
2. Take advantage of a FREE 45-minute consultation
Need some sales support? Make an appointment, and let me take you through the past, present, and future template.
3. Work with me one-on-one
If you are wanting to take your product or service from face-to-face to virtual selling, then I have a product that may be able to help you. You can get started for as little as $250 a month. If you’re interested then email mike@mikebrunel.com and put ‘Virtual Selling’ in the subject line…tell me a little about your business and I’ll get you all the details.
4. Finally, grab my new digital book on ‘How to get a predictable sales system into your business without coming across as salesy’
Mike Brunel started mikebrunel.com after being a successful entrepreneur and founder of NRS Media. He co-founded NRS Media in Wellington, New Zealand, expanded it into a global powerhouse in media sales and training, and was eventually responsible for opening offices in London, Atlanta, Toronto, Sydney, Capetown, and Bogota. He has hired hundreds of salespeople around the world.
In this time, no matter what you do, you need to make sure that you are making offers, or spending on advertising, or promoting what you do.
Don’t get paralysed
What offers have you made this week? This month?
How do they compare to last month’s activity?
If you’re like most of my clients, chances are your marketing costs are lower now than before.
Let me tell you from having spent 30 odd years in consultancy and media; times – they are a changing!
Media companies are burning, they are in a situation that has never occurred before.
I believe that you never look at a problem in a straight line. Look up, across, any way other than what you have always done. Do something that you might not have done before. Many – but not all – media do what they have always done because of demand – CUT RATES.
We all know that the pandemic is real, but we do have that event to help us get better bang for our marketing dollar.
It’s challenging make no mistake. Many of the world’s businesses are taking it on the chin, me too.
However, what’s the opportunity?
Yes, we can blame the pandemic for a great number of things. But it’s also opened up opportunities that you can take advantage of.
One of them happens to be marketing. Think sales…making offers.
I am a big supporter of investing in yourself, I want my clients to do the same.
Promote.
We used to have a training programme that talked about the ‘Hot Air Balloon Theory’.
Promotion and making consistent offers are very much like how a hot air balloon works.
It takes a lot of energy to get the balloon up in the air, but once it’s up there it only takes small tweaks to keep it there.
Same with advertising and promotion, and making offers.
If you are consistently there in their minds, when the time comes they will invest, in you, your product, or something.
PLUS, whenever you are ready…here are four ways I can help you grow YOUR business.
My favourite thing to do is show you what’s working right now. It’s not as good as being a client, but it’s close.
2. Take advantage of a FREE 45-minute consultation
Need some sales support? Make an appointment, and let me take you through the past, present, and future template.
3. Work with me one-on-one
If you are wanting to take your product or service from face-to-face to virtual selling, then I have a product that may be able to help you. You can get started for as little as $250 a month. If you’re interested then email mike@mikebrunel.com and put ‘Virtual Selling’ in the subject line…tell me a little about your business and I’ll get you all the details.
4. Finally, grab my new digital book on ‘How to get a predictable sales system into your business without coming across as salesy’
Mike Brunel started mikebrunel.com after being a successful entrepreneur and founder of NRS Media. He co-founded NRS Media in Wellington, New Zealand, expanded it into a global powerhouse in media sales and training, and was eventually responsible for opening offices in London, Atlanta, Toronto, Sydney, Capetown, and Bogota. He has hired hundreds of salespeople around the world.
When I work with clients, I want to know what makes them special. What is it that they do, that is so special that it would make me want to buy off them?
Why do people buy from you?
Here is a quick-fire questionnaire you can answer in a couple of minutes that might help you sell more of your product:
What makes your business so special?
What makes your product so special?
What are the philosophies that make your company so special?
Are you the logical choice for your customers?
Go to the top ten clients and ask them why they buy off you.
What are the best compliments that you would like to get from your customers?
Most business owners right now have an opportunity to do things that they have wanted to do in the past, but did not, because things were going well.
Maybe now is the time to get crystal clear on your identity. Do not expect your clients to be clear if you are not.
What is your ultimate strategic position? Your ‘Unique Selling Proposition’ (USP)?
Here are three tips that might help you think about your USP:
A slogan that describes your product or service.
A slogan should contain a major benefit that your company delivers.
Set up an inference on the result you deliver.
My USP
I help business owners create a predictable sales system in their business (without coming across as ‘salesy’).
If you are open to exploring your own USP, I have an exercise that comes with the purchase of my book. Details at the bottom of this.
For those clients that already have my book, or just want to jump in and explore the USP, I have included it in my Pitch Perfect product. It comes with templates and how-to tools that are easy and straightforward to implement.
My favourite thing to do is show you what’s working right now. It’s not as good as being a client, but it’s close.
2. Take advantage of a FREE 45-minute consultation
Need some sales support? Make an appointment, and let me take you through the past, present, and future template.
3. Work with me one-on-one
If you are wanting to take your product or service from face-to-face to virtual selling, then I have a product that may be able to help you. You can get started for as little as $250 a month. If you’re interested then email mike@mikebrunel.com and put ‘Virtual Selling’ in the subject line…tell me a little about your business and I’ll get you all the details.
4. Finally, grab my new digital book on ‘How to get a predictable sales system into your business without coming across as salesy’
Mike Brunel started mikebrunel.com after being a successful entrepreneur and founder of NRS Media. He co-founded NRS Media in Wellington, New Zealand, expanded it into a global powerhouse in media sales and training, and was eventually responsible for opening offices in London, Atlanta, Toronto, Sydney, Capetown, and Bogota. He has hired hundreds of salespeople around the world.
