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Marketing
21 reasons why we
don’t buy your stuff...
...or refer you, or think much of your sales management. Direct sales expert Fraser
Hay, Referral Institute’s Suzanne Cauchi and sales trainer Marcus Cauchi join
forces to give us their top twenty-one tips on sorting out sales problems
1. We don't know or trust you.
ago whether we were interested in what you can get a taste of what you’re like, what you
Give us a reason to want to get to know you, have to offer or not, and whether we need what know, what you've achieved and what you
and a reason to trust you. Testimonials help. you offer or not. believe in - people buy from people they like.
So does a money-back guarantee. Offering As your prospects we want three things: con-
a FREE trial or download is useful. Start raising
3. We won't pay what your asking.
fidence, progress and results. So give them to
your profile and visibility by blogging, writing us. Give us the confidence we crave, and the
articles, networking, and attending events, Again, this is simply because we haven't belief that you can help us achieve progress
exhibitions, and by hosting workshops and the recognised the value you offer. Calculate and and results. We’re human: quite often we sim-
like. Be different. Offer something different. demonstrate the opportunity cost, or the real ply don't know what it is we want because we
Stop offering features. Start offering real ben- cost, of us not acting. don't where we're at, or where we've been,
efits. Do you empathise with your target audi- Calculate and demonstrate the saving or and thus which way we're heading. So why not
ence? Do you know the problems they have, efficiency you offer, and/or the inefficiency, help us do that? Allow us to experience the
and can you genuinely help them? Do you aim waste or spiralling cost or loss in not working help, guidance and support you offer, and
to help? Or do you aim to control? with you. Try this: write down how much you show us how much you go the extra mile in
What tactics can you use to get people want to generate in sales in the next 12 order to nurture the relationship.
talking about you and referring you to others months. Write down how much you want to
who need help in the area you specialise in? earn in revenues in the next 12 months. Now
5. The timing isn't good for us.
write down your current annual revenue. Now
2. We don't want your product.
subtract your second answer from your first Reschedule. Plan in advance. Illustrate and
answer. That's how much you're losing or not demonstrate the cost of not acting now. Intro-
A toughie. If customers really don't want what generating now - how can you illustrate that duce scarcity, limited stocks, impending price
you’re selling - don't push it. But if we need it, point to us, your potential clients? More im- increase, delayed delivery times in not acting.
and we just don’t recognise that we need it, portantly, how do you plan to generate the rev- Ask us why the timing isn't good, to draw
think how you can demonstrate or prove to us enues you want? What’s the plan for them? out our real reasons or objections and not just
the value you offer. And for you? the excuses. Offer us a discount to commit
Think how you can allow us to come to the today, but accept delivery in 1,2 or 4 months’
conclusion that we have a need for what you
4. We just don't believe in you.
time. Will the timing ever be right? Or will the
offer - that the true cost of not acting or choos- cost of our pain increase in the meantime?
ing one of your solutions will be much more So prove yourself. Show what you can do. Think back to your answer in that little exercise
expensive in the long run. Give us reason to believe. Offer samples, or a in point 3 - how much of a gap is there
You certainly don't want to expend money puppy dog close - a FREE trial. See point 3. between where we, your prospects, are now,
and effort going to appointments to drink our Show us the hundreds of testimonials you and where we want to be? More importantly,
coffee and waste our time and yours if you have, or all the videos you have on YouTube do we know what we want and understand
could have discovered hours, days or weeks and links to your previous blog posts - so we how you can help us achieve it?
Business Matters issue 164 • 39
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