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How to Turn Prospects
Into Customers
By Terry Dean
If you have ever been
a salesperson or worked in any type of sales field, the session they spend
the LONGEST time on is how to close your prospects. You can lead them all
the way up to the sale where they are ready to sign, but you have to get
them to sign the dotted line. You have to be an effective closer if you
are ever going to be good at sales. Some sales classes
will devote 90% of their time to teaching you how to close the prospects.
I have read books with 100s of different types of closes for selling. Yet,
in printed advertising, most advertising books and 90% of advertisers
don't do anything to close their prospects. If you can't close,
you can't sell. If you can't close your prospect through your sales
letter, then you can't write sales letters. That is the reason we have
devoted an entire section to showing you how to close your prospects in
printed advertising. If you can't close your prospects, it doesn't matter
how excited you get them through the rest of the letter. The close I generally
use consists of 5 major elements:
Every single sales
letter I write contains those 5 elements to close my prospects. They are
so important, I want to make sure we cover each one in detail. #1 - Scarcity This is where you tell
your prospect how this offer is scarce. You only have a few of them left,
the offer is only good for seven days, etc. The purpose of it is to get
your prospects to act now. How many times have
you received something in the mail and said, 'I want this...After I speak
to my wife or friend about it." Then, you file it away on or in your desk
never to be heard from again. You plain forget about it. Unless you add an
element of scarcity to your products or services, this is what will happen
to ALL of your sales letters. They will end up forgotten in the heap of
junk mail everyone receives every day, even if they wanted your product. You have to give your
prospects a reason to order now. Here are some scarcity techniques or
examples you can adapt and use for your sales letters:
There are more ideas
you could come up with to make them take action now as long as they do two
things. #1 - They have to be honest...You cant say you will raise your
prices on April 15th if you are not going to do it. #2 - They make your
prospects have to take action now or lose out on something (Fear of Loss) The absolute best
option is the actual date the offer is good until. Listing a literal date
such as April 15th, May 1st, December 31st, etc. will cause the best
reaction of all. The disadvantage of this avenue is that you have to do it
right! If you don't get the
sales letter mailed 2 weeks in advance (14 - 21 days in advance), your
offer will bomb BIG TIME. You have to have complete control over your
mailing (And printing) to be able to use that type of scarcity tactic. If
you do have that control though, go for it! #2 - Action You now want your
prospects to take action. To do this, you will want to make it as simple
as possible and tell them EXACTLY what to do to order. We discussed this
somewhat in the order form section, but it bares repeating here. You need
to tell them every option for ordering in detail. Tell them what to do. "In order for you to
start getting ____________(List 2 or three of your benefits here separated
by commas), pick up the phone and dial these 11 numbers: 1-800-000-0000" "Or Simply fill out
the Enclosed Trial Certificate to begin your 90 day evaluation of
__________________(Name the product here)" Don't ever assume your
prospects know how to order. As a matter of fact, never assume anything.
Your prospects want you to tell them what to do so they don't have to
think about it. Make it easy and Keep it simple.
#3 - Warn Now that you have told
them how to order your product, you must make them come to the realization
of what life is like without your product. People like comfort and they
dislike change. Since your product represents some kind of change to them,
you are going to have to do something to overcome this problem. You MUST warn them
what their life will be like without your product. Warn them what it is
like to stay in the status quo. How will their life be in 10 years if they
don't get your product? What will happen to their business if they don't
get your product? What are they giving up if they ignore your sales
letter? You are going to have
to answer these questions yourself. Then warn your prospects. You told
them what they would get and how to order. Now, tell them WHY they
shouldn't put it off in no uncertain terms. Use desire and/or fear to make
sure your prospects realize that the status quo is no good and that they
have no other choice but to order your product. People don't buy
products. They buy solutions. What will happen to them if they don't get
your solution? You must tell them every little detail about this to get
the sale. # 4 - Take Action
Now! Now you will repeat
how to order and why they must order right now or else miss out on the
chance of their lives. Tell them that this is the chance of their
lifetimes and that they can't miss out on _____________ (Insert Benefits
Here) or they will regret it for the rest of their lives. If they don't
take action now, they will never have any of those _____(Benefits here). Once you have this
combined set of closing techniques, people can barely stand to turn down
your amazing offer. This is there last chance to order and let them know
that they have to do it now. Finish this off with a
salutation and with your signature. There are many ways to end your
letter...Sincerely, Sincerely Yours, Yours in Success, etc. Then, sign
your sales letter. Wait. You are not done
yet. You still have to add your P.S. #5 - P.S.
Having a P.S. is vital
in every sales letter you create. This is often one of the first things
your prospects look at...because it is an overview of the sales letter. There are a couple of
techniques for creating your P.S. My favorite one is to use the first P.S.
To repeat the offer and the deadline for ordering. Then, I will go on to a
P.P.S. in which I will state an overview of the FREE Bonuses they get for
ordering. You could also use 3
or more P.S.'s. The first one would name the #1 benefit of your product
again and maybe the warning. The P.P.S. would include the offer and
deadline. The P.P.P.S. would include the Free Bonuses or mention the most
powerful of the Free Bonuses. Whichever type of P.S.
or combo you use, you must use one. I always repeat the offer and deadline
in at least one of the P.S. so if you only have space for one, do that. Terry Dean, a 5 year
veteran of Internet marketing, will Take You By The Hand and Show You
Exact Results of All the Internet Marketing Techniques he tests and Uses
Every Single Month" Click here to Find Out More: |
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