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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.
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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 sights 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.
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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 believing!
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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?
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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?
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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.
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Are you on Twitter? If not you should think about it. You don’t have to be a rockstar to get people to listen – you just have to have something interesting to say, like @theideamechanic.
You know two people I like to follow on Twitter? @copyblogger and @shepherdfx … they’re amazing!
The good and the bad about Twitter is you only have 140 characters to say what you’re going to say. The bad news is you always seem to have more to say than will fit into 140 characters.
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Copyright for theideamechanic™ by Doug Foster is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 United States License.
