I get it.
The idea of selling is enough to make many small business owners and entrepreneurs anxious. Even savvy marketing types are tongue-tied when asked to be part of the sales team. Other marketers take the anti-selling approach. It’s treated as a necessary evil so they engage in the activity with a lot of passive-aggressive-don’t-look-over-here-I’m-asking-for-money chatter. That may help with anxiety, but not results.
No wonder start up businesses struggle with this part of their business plan. But it doesn’t have to be that way. If you have a product or service that you want people to pay for selling will be required. There is no secret sauce. (h/t to Kung Fu Panda)
The good news?
You can do it. Figure out what you don’t know and find resources to help. No-one is a “natural” sales person. Sure, some people find it easier than others but if you know someone who’s truly successful at selling, you’ll also find someone who’s worked at it.
Sales Defined: The act of making an offer and giving people the chance to say yes.
That doesn’t sound so hard does it? Let’s break down what that means for you so you can sharpen your skills.
First Make an offer.
Your task; make the offer as compelling as possible. Use a benefit statement so your customers understand what’s in it for them.
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Two – Make it easy.
Don’t make them guess. This is especially critical for online purchases of services. Your offer may be rock solid but if it’s not clear how it will be delivered your buyer won’t have the confidence that it will truly deliver on the stated benefits.
Three – Keep your offer simple.
It’s cool that you can customize everything or provide 20 choices but as part of the sales offer, less is better.
It’s possible that there is more than one benefit to your product or service. Rather than trying to jam them all into an offer, go with the one that is strongest and most likely to resonate with your prospective customers. If you make sales calls (phone or in person) you can test out different offers and see which works best. You can also do this with A/B testing on your online pages as well. Keep your focus on developing the most compelling offer possible.
Give your customers what they want; the chance to say YES!
Share your offers (links are ok too) in the comments!