The Edge Marketing

The following 3 simple selling tactics produce sales by responding to the way customers normally think and behave. They work for any business - regardless of what you sell, how you sell or where you sell it.

1. Pay Attention to Getting Attention

Can you remember the last 3 advertising messages beamed at you? Can you remember even one of them? Most people can't ...including your prospective customers. That's because they automatically ignore the steady stream of advertising directed at them.

This illustrates a major obstacle you need to overcome before you can sell anything. You have to get your prospect's attention - and get it fast - or your sales message will be ignored.

Here are 3 proven ways you can capture a prospect's attention quickly:

* Make a dramatic statement: Example: "Even My Doctor Uses These Health Products"

* Surprise your prospects with something unexpected: Example: "Try our service without charge for one month"

* Ask a provocative question: Example: "If you're such a smart business owner why aren't you making six figures?"

Tip: Include attention getting headlines on all your web pages. Many visitors arrive at a web page then immediately click away - unless something instantly catches their attention.

2. Emphasize the Human Relationship

Prospective customers are more receptive to buying from a real person than from an impersonal company. Look for ways to create a personal relationship with your prospective customers. For example:

...If you sell face to face, spend some time early in the selling process getting to know a little about your prospects and letting them get to know you.

...If you sell online or in some other way where you don't talk with prospects, include some information about you in your presentation. What you say about yourself will have the greatest impact if it highlights why you are uniquely qualified to provide what your customer wants.

Tip: Sell yourself to make prospective customers comfortable with the selling process. But sell your company and its history of producing results to make prospective customers confident of your ability to deliver what you promise.

3. Trigger Your Customer's Imagination

Convert the benefits delivered by your product or service into vivid word pictures. Then put your prospect in the picture by dramatizing what it feels like to be enjoying those benefits.

Be specific. If you sell financial products, describe what it feels like to enjoy an affluent living without debt. If you sell boats, describe what it feels like cutting through the waves with your friends onboard. If you promote a business opportunity, describe what it feels like to be at home working without a boss.

Tip: Be sure your word pictures are dramatizing benefits and not describing features. People don't really care about the new high-tech insulation used in their beverage cooler (a feature). They just want to be able to enjoy ice cold beverages all day long on a hot day (the benefit).

These 3 selling tactics produce sales by responding to normal human behavior. Use them in your web pages, sales letters and personal presentations. The volume of business they produce will surprise you.

Copyright 2004 Bob Leduc

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