Open Enrollment Sales Training
Private Group Sales Training:
Group sales training
seminars can be tailored to the needs of
the client
organization and delivered on-site at the time and location of the clients choice.
Public Open Enrollment Workshops: Individuals are invited to
participate in monthly sales classes held across the US in an open enrollment format.
For more information and pricing, please complete this form and we will email
you a confidential Annotated Outline that will provide you with an hour by hour
description of our sales training workshop
of your choice.
Details are done. You've told your customers everything you believe they need to know about your product or service. You've shown them how it pertains to an issue or problem in the marketplace that needs resolution. You've further described the benefits to the customer of using your product, the difference it can make in their business, or the way they live - whatever those benefits are. Now you want the customer to take action.
What will convince them to take action? And what action do you want them to take anyway? The type of sales letter will itself dictate what the action might be. If you're sending out a mass mailing to a broad audience, it's different from mailing information about a complex piece of equipment. In the former, that letter may be promoting a weight loss product. Your intention is that a sufficiently large number of recipients become customers to make your efforts viable. To attract their interest, you are offering them a special deal - two products for the price of one, provided that they purchase within 7 days.
Let's turn to the special piece of equipment. It's highly unlikely that the customer is going to immediately turn round and purchase the product. It's a high value item, it's a complex item and the customer will have to consider how this equipment will fit with their plans. The job of this sales letter is not so much to close a deal but to open the door to possibilities. You want to find out if the customer is interested. There are several things you might do. In your letter you might ask the customer if they'd like more information, or if they'd prefer a demonstration of the equipment in action. You might invite them to a lunch that includes a presentation on the equipment. You might set up a conference call or a webinar to showcase what you have. Your objective is to have the customer take the next step by responding to your sales letter in one of the suggested ways.
To sum up, depending on the target market for your product, you may directly ask for the order. That's your call for action and it's probably accompanied by an incentive to encourage a favorable response. With sales letters that deal with more complex products and services, the opportunity is to open the door to future business. The content in that letter must therefore include some kind of invitation that encourages a response, whether it's a phone call, a webinar, a meeting face to face, a product demonstration, and a reception at a trade show. In every instance, regardless of the target market, some call to action is essential in order to generate business.
