Sales Training Skills
Following are 5 powerful buying stimulators to use in your ads, web pages,
and other sales messages that will produce immediate sales results without
increasing your costs.
1. Convert Benefits into Feelings.
People buy a product or service because they expect to feel a certain way
after the purchase.
Use vivid word pictures to dramatize the pleasant feelings produced by your
product or service.
A business opportunity ad illustrates this concept—
"No boss. No schedule. No debt. Money to buy what you want and lots of
time to have fun."
2. Dramatize the Feeling Of Loss.
After telling your prospects what they will gain from buying your product or
service, tell them what they will lose if they do not buy it. Most people fear
loss more then they desire gain.
The above business opportunity ad becomes more powerful by adding—
"Or... continue building wealth for your boss while you struggle month
after month just to pay your bills."
3. Reduce Product Choices.
Promote only 1 product or service each time you advertise. Most people have
difficulty selecting one product to buy when their decision forces them to delay
or reject buying something else they also want. When prospects cannot make an
easy choice, they often make no decision at all -- and you lose the sale.
A solution to this problem is to combine several products or services into
one package for one price. By not providing the option to buy products
separately, you eliminate the difficult decision of selecting and rejecting
items. You will get more sales because your prospect's buying decision is
limited to a simple “yes” or “no.”
4. Increase the Buying Options.
Offering choices of what to buy reduce your sales. Offering choices of how to
buy increase your sales. Offer many different ways for customers to buy from
you.
Prospective customers are more likely to act immediately when their favorite
way of ordering is available. For example, many online marketers only accept
orders online. They could easily increase the number of sales they get by
including options to order by phone, fax, and postal mail.
5. Simplify the Buying Procedure.
You get more sales when you make it easier for customers to buy from you.
Look for ways to make your buying procedure easier and faster.
Don’t force your online customers to endure the complicated process of a
shopping cart just to order 1 item, as some will abandon the process,
altogether. Instead, use a simple online order form to generate more sales.
Each of these buying stimulators will increase your sales. If you start using
them now in your ads, web pages, and other sales messages, you will find that
they produce immediate results without increasing your advertising costs.
Author: James A. (Jim) Baker
James A. Baker is the Chairman and Founder of Baker
Communications. Baker is a sales training and
development company specializing in helping client
companies increase their sales and profits. He can
be reached at 713-627-7700 or
jim.baker@bakercommunications.com.
