If you have a problem, you’d want to talk with the decision-maker who can help you, not the customer service person who’s telling you what’s in their guidebook, right? Then, when having a conversation with a prospect about your product, how about talking to the part of that prospect that makes the decisions?
Here are six ways you can get that decision-maker front and center in order to inspire them to take action, but be careful with these triggers. This information may be used manipulatively, and it’s important to remember to use it ethically. Being honest, straightforward, and trustworthy are part of the sales fundamentals helping you to build solid, long-term sales relationships.
- Talk About the Prospect
While you think it’s about the sale, your prospect thinks it’s about them. … and it is! People buy from salespeople they like, salespeople whom they believe like and value them as people. It’s tough not to like someone who is talking about and concerned about you! What does your prospect desire? What are they concerned about? Talking about those things will inspire them to purchase from you.
- Stand Out, Stand Apart
Why copy the way a competitor communicates believing they must know what they’re doing? What if they don’t? You also don’t want to sound like your competitor, you want to stand out. The easiest way for you to stand out on paper and print is the same way you do in person. Your communication with prospects through email, website, and marketing materials should have the same interesting, joyful personality of the person doing the communicating. The more matter-of-fact and clinical you make your correspondence, the more average and unnoticeable you’ll become. So, be conversational and be yourself! This brings us to …
- Talk Like a Human
Being conversational is all about using words and concepts that anyone can understand. A good rule of thumb is to write and speak on a 5th-grade level–if a 10-year-old will get what you’re talking about, anyone can! So, don’t use a lot of industry jargon a lay-person may not understand. You might sound “smart” or official, but it might make the other person feel dumb or think you’re pretentious. No one wants to buy from pretentious people who make them feel dumb. Additionally, some buyers may be really interested in your product, but if they feel like they have to do research just to understand what it does, they’ll give up. Speaking simply will keep them from having to do too much work.
- Strong Top and Bottom
People remember the top and the bottom of your communication–your lead and your closing. This happens because the human brain is wired for “primacy”–the first thing is the most important. Bring your prospects your best stuff in your headline or your very first sentence. What you first say should hook them and get them to continue reading. Otherwise, they probably won’t read the whole thing. After your brilliant opening line, reiterate the main point in your closing.
- Make It Visual
The brain processes visual images 60,000 times faster than the written word. People are literally wired to rely on visuals, so it’s easier for them to form judgments based on what they see. When sharing information or describing something (even your personality), slip in a picture. It will make the concept more real, tangible, and memorable to people. When speaking, you can even use the phrase “picture this,” to direct people to visualize what you’re describing.
Emotion is the most powerful tool of persuasion. Men have gone to war and died over the emotional desire of a woman. When someone important tells you you’re doing a great job, it feels good! When someone shares something hilarious, you get a little high off the belly laugh. When someone alerts you to possible danger, you feel a sigh of relief. If you or your product were to make someone feel great, give them a little serotonin high, or help them feel a sigh of relief, they’ll definitely be more likely to consider purchasing your product.
BONUS: Check in Often
Every good sales pitch should have a bonus offer, so here’s another way to inspire action: check in often. During your pitch, feel free to use as many trial closes as you feel comfortable using in order to check in with your prospect.
- Sound good?
- Fair enough?
- Pretty cool, huh?
- Does that work for you?
- What do you think of that?
Trial closes help relieve tension and help in asking for the order.