Ask any master craftsman – all will tell you that besides experience and skill, you need the right tool for the job.
Successful convincing happens when you know the process and you know your tools. Convince Me! teaches you the process. Now let’s open the toolbox and learn about your tools: a plan, your story, proof, an experience, and a guarantee. These are your power tools; one tool for each step of the process.
The five tools you must have in your toolbox are:
You need a plan. Selling is like taking your buyer on a trip. How will you get them from their position – point A – to your position – point B? Start at your destination and work backwards. Why would they want to go? What sites do they want or need to see? How long is it; a short jaunt or a lengthy tour? Big sales need big plans, small sales need small plans.
I’ll help you learn about a variety of planning resources. Need a long term plan? Consider The Art of the Long View. Need to make some smart choices? How about A Practical Guide to Making Better Decisions. Persuade some critics? Read How to Argue and Win Every Time. To learn more about strategy and trip planning read this post.
Every buyer wants to hear your story. YOUR story is unique. It should be informative, entertaining, maybe even inspirational. Your buyer needs to know: who are you, what are you selling, when can they have it, where can they get it, why is it better than the competition, how does it solve their problem, and how much does it cost?
A story is your most versatile tool. Don’t copy someone else’s story and change a few words, tell YOUR story. Need inspiration? Go with me to the National Storytelling Festival next Fall. What IS a story? Browse The Screenwriter’s Bible. Need a role model? Learn from the Master Communicator: Talk Like Jesus. Learn why telling a great story is so critical, read this post.
A story without proof is just a story. A story with proof becomes a convincing arguement. How do you prove what you said is true? You can use facts and numbers to substantiate your claims. You can let others testify how your product, service, or point-of-view has helped them. You could also use a demonstration; seeing is believeing!
Several years ago I helped sell a new technology – Voice Over Internet Protocol (VoIP) telephones. VoIP phones were new – and scary to seasoned telephone administrators. When we told our story with PowerPoint; they liked it. But when we had them make calls with the new phones; they loved it! Learn why and how to prove your story, read this post.
If seeing is believing, trying is buying. To really convince your buyer, engage them with an unforgetable experience. A great experience uses the power of emotion to create memories that last long after the details and facts of a story are forgotten. Deciding is logical, buying is emotional. Would you buy a car without a test drive?
When we sold VoIP telephones, we could have had customers sit back and just WATCH a demonstration. Instead, we asked THEM to make the calls. When they talked live to their colleagues – they smiled in astonishment and their doubt went away. Learn why nothing beats a great experience, read this post.
A happy buyer is your best salesperson. An unhappy buyer is your worst nightmare. If you have a strong story and believable proof, a “completely satisfied” guarantee can “completely convince” your buyer. Your guarantee can also satisfy an unhappy buyer. Remember, your goal is a long-term relationship with your buyers. Short-sighted sellers sell short.
Put it in writing. Who has? FedEx: “If your Express package is delivered even 60 seconds later than we promise, you get your money back. It’s that simple.“, Travelocity: “We’ll match lower prices, and we guarantee that your booking will be right“, and Match.com: “Make Love Happen” to name a few. Learn why a satisfied buyer is so important, read this post.
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Follow theideamechanic and I’ll talk non-stop about each of these five tools. I’ll give you samples, situations, and suggestions. As I promised in my Welcome post, I’ll make sure you walk away with a bushel crop of great ideas each time you visit.
Since we’re following the yellow brick road on our way to see the wizard, let’s learn what makes him good at what he does. Read the Five Skills of an Idea Mechanic.
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