You need a new pair of jeans.
You walk into a store, and the salesperson asks if you want a t-shirt. You say no, you want jeans. They ask if you want a cardigan. You say no, you’re just here for jeans. They hand you a backpack and tell you to buy it. You walk away.
It sounds ridiculous, right? But I see people with this approach to sales way to often.
People that know they have a great product, and think they know better than their potential clients. I mean, the t-shirts, cardigan, and backpack were great.
Just not what you were after.
This kind of sales tactic makes people uncomfortable. It makes people think sales is sleazy and pushy and gross.
It shouldn’t feel like that at all.
Really, both you and your clients win when you make a sale. They get what they want, and you make a sale.
Every part of the sales process can fit into these two steps:
1. Building the relationship; and
2. Asking for the sale.
And this leads to your final destination. Profit.
Let’s go jeans shopping again.
You walk into the shop. You need new jeans. The salesperson asks what brings you in today. You need new jeans for your second cousin’s birthday lunch. They ask where you’re celebrating. The two of you have a chat about the park the party’s in. They went to an engagement party there last month and know it well.
They ask what you plan to wear with your new jeans. When you hesitate, they ask if it’s ok if they grab something else for you. They show you the perfect top. It looks amazing. You get your jeans and the top as well. The sales person points out it will be chilly on Sunday. And you grab that cardigan you tried on as well.
It didn’t feel like a transaction. It felt like a chat.
When it’s a transaction, it’s a yes/no and you’re jumping straight to step 2.
Stop. And go back to building a relationship first.
There’s 3 parts involved in building a relationship with your clients.
Open questions. Seeking feedback. And validation.
Asking open questions get you information about your clients. You can then offer things that they need, but didn’t think about yet. You’re the expert.
Humans are simple. We all like talking about ourselves.
Ask questions. Why have you come here? Why have you signed up to my email? What’s brought them to your doorstep?
Seeking feedback keeps you on track. It lets the client correct you if you start assuming. You’re the expert so you’re always welcome to make suggestions, but asking, “How is this sounding? What do you think about this? What’s going on?” lets the client continue to share what they want from you.
You’ll be surprised at how quickly it changes the playing field when you give your potential client the space to tell you what they want.
Validation lets your client realise that you’re both on the same team.
When they come to you and know they want what you have to sell, all you really need to do is agree with them.
There’s just one small bridge from step 1 to step 2.
You’ve listened to them. You know what they want.
It’s time to repeat their needs back to them as a closed question. So the answer is OMG Yes.
You’ve found the perfect outfit for your second cousin’s birthday. So you want the jeans, top, and cardigan?
And that’s what we do with every single sales page we write. Get. The. Yes.
If you’re having major sales page troubles. If your sales page isn’t selling.
Click this link and book a virtual coffee date with me.
We have limited spots available for our sales page package starting next week. We’ll take your non-performing sales page and turn it into a compelling superstar sales page that sells.
You need a new pair of jeans.