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I recently attended a 3 day seminar event filled with some awesome information.
Like, nearly 30 hours of it.
Best investment of my time ever!
I love events like that. And it was interesting to note the different reactions from the audience when various speakers attempted to sell their service, program or product to the audience.
For some speakers, the audience loved them and were perfectly happy to hear what they had to say.
For others, the audience grumbled and griped about their “pitch-fest” and felt pressured or forced into buying.
It got me to thinking…what’s the difference? Why is it OK for some people to sell and others not to? To the SAME audience?
Hi, I’m Liz Watt from Liz Watt.com and the Business Start Up program.
Now, this applied to selling from stage, but the same thing applies to any mode of sales.
Because let’s face it, whether you’re in your own business or working in a job – we ALL sell all the time. Ideas to peers. Services to clients. Our selves to bosses in a job interview. ALL the time.
01 – Give Away Massive Value
If you’ve ever been to any kind of big, multi-speaker event or seminar, you’ve probably been sold to by the speaker on stage.
Which is fine. You come to expect it. If someone spends an hour or more on stage, giving AWESOME content and massive value, then there’s often no issue with them spending 10-15 minutes telling you about their $1,000 product or program. That’s cool.
But if someone spends 20 minutes on stage giving average, mediocre information that doesn’t apply to you and then another 30 minutes telling you to buy their $20,000 “stuff,” then THAT seems to be a no-go.
The key, is to give away massive value. Know your audience and give them some awesome content that they can use straight away to get results. Show them what you can do, get them excited, and earn the right to tell them about HOW ELSE you can help them with your products and services. By that stage, you’ve already proved that you can.
It’s about getting the balance right- making sure you’re giving them huge value in proportion to the time you’re going to take to sell them and the cost of the product or service.
02 – Tell Them You’re Going To Sell
Get buy in.
Tell them up front – that you’re going to take an hour or so giving them some tips and strategies, and then, you’d love the opportunity to share some other opportunities with them.
When they agree to you selling to them, they expect it, they know it’s coming and they’re not going to complain.
03 – Be Transparent And Honest
This one is pretty self explanatory.
Tell them exactly what it is that you’re selling. Be specific. Be confident. Get to the point.
Spell it out.
Itemise what they’ll get – the features and benefits.
Put it all on the table. Don’t hide any thing. Don’t disguise it – that’s what creates that whole “sleazy used car salesman.”
It’s an energetic thing that people pick up on when you’re hiding something – or lying. You can’t put your finger on it, but you KNOW – you get a sense that someone or something’s dodgy, or not quite right.
So be 100% honest about what they’re going to get. Don’t fluff it up or pretend it’s something it’s not. People will know.
They just will.
04 – Show The Value…And Deliver
Show them the value that they will receive. The benefits that your product and service will provide them.
And then deliver.
Because if you don’t, people will tell other people. People will share a bad review 10 times more than a good one.
There’s nothing worse than speaking to a room where you have previous customers who you didn’t deliver to – because they’ll tell every one who’ll listen.
And people will listen.
So show your value, under promise and over deliver. And then later on, touch base with your customers for feedback, to make sure that you did deliver!
05 – Let Them Decide
If you give massive value, tell people what you are selling, are open and honest, under promise and over deliver, then there’s no problem giving people the time and space to decide for them selves if they want to work with you or buy your product.
If you’ve given all the information they need to make a decision – and make your self available to answer any questions…
Then there’s no need for sales tricks, tactics or manipulation.
If you are confident that you’ve told them every thing, and you’re confident in your product or service, then you can be confident that people will make the right decision for THEM right now.
There’s no need to push or force or manipulate or cajole.
THAT’s The Difference Between Good Sales And Sleazy Sales…
The good sales person earns the right – provides massive value to the customer, is open and honest, over delivers and believes in their product or service 110% – so they know they customer can make the right decision for them self.
The sleazy sales person – tries to enhance the product, is hiding something, under delivers and does not back their product or service – and manipulates the sale with tricks and tactics.
When you’ve got an awesome product, and you communicate well, then the product sells its self when the time and the client is right.