Are you ready to do a discount as a random attempt at getting sales? Why not simply make a few adjustments to how you’re selling? After all, you don’t want to be like Donald Trump, do you? Not all slick and extremely insincere?
Business owners fear the only way to make the sale is to become Donald Trump, all slick and insincere. They fear they’ve got to radically change their innate style.
So, they avoid selling, making things worse. Much worse.
Inconsistent Success in Selling
Are you having patchy success in making a sale?
If so, you probably need to change how you’re holding your sales conversations.
You may be able to turn your dry spell into a river-load of conversations, if you take my advice. And that is cause to celebrate! Isn’t t?
They’re simple changes that can make the difference between closing the sale or ending the call empty handed.
Have you ever experienced something like this?
I was waiting in line at Lowe’s Foods one day.
The person in front of me had some items to pay for. Her total was something like $18.57.
She pulled out her card. The cashier asked, “Would you like to round up to $19 and donate the rest of that money to this month’s charity?”
She said yes.
For this food chain the local charity idea was relatively new, less than a year at my local store. The gist of it is that the grocery store picks a different cause each month and asks for donations at check-out.
Prior to that day, the question asked had been different: “Would you like to donate anything to our local charity this month?”
I was interested whether this change was working. So, when it was my turn, I asked how the new question was working. The cashier replied: “Omigod, last month we raised xxxx more than before!”
I don’t know if you like being solicited like this. That’s immaterial here to the lesson here. A lesson that is important to your business:
Your Call to Action
Your sales success is directly correlated to your CTA (Call to Action).
A CTA is all about how you tell your audience what you want them to do next. People respond to definite calls to action. People respond to clear messages.
Let’s look at the cashier’s two different CTA’s more closely so you can apply this to your business.
What’s the Difference?
“Would you like to donate something to this month’s charity?”
“Your total is $yyyy. Would you like to round up to $xx and give your change to our local charity this month?”
If you’re asked the first question, what thought comes into your head?
Well, in my mind, the first thing that comes to mind is: “What is this? Do I want to give here when I already give on my own?”
It’s is a big choice.
Then, there’s a second question, right? “How much shall I give?”
Quite a lot of decisions for standing on the grocery line.
My brain keeps going: Is a dollar is too little? Are you that stingy? Should I make more like $5? Why am I such a pushover? Why do I feel guilty if I don’t give to any cause out there?
Too many questions and your mind will just say, “No. No. NO”
Brain Science for Selling
Making decisions relies on a brain region called the prefrontal cortex.
Science has shown that your brain goes through a set of complex steps to analyze and solve problems.
If it meets up with too many steps, your brain shuts down. It stops processing the decision. It’s becomes a no brainer to say no (pun intended).
When marketing, if you give too many choices, your peeps default to not taking action. It’s easier to do nothing than to do all the work.
In this case, the cashier did the math for you. She offered you the parameters and let you simply say yes or no.
She didn’t make let you go down the path of feeling guilty for giving 43 cents.
There was no wrestling with emotions. Not feeling the pressure of people behind you.
The ease provided in making your decision is accountable for the better results, in my opinion.
Based on this simple example, let’s take a look at what you can do to your CTAs to get you more business!
Making Over Your Call-to-Action
Make It Clear
Let’s look at the most common thing business owners like to say to a prospect:
Your Prospect’s Brain Says:
“Hey, just give me a call. You know where to find me.”
Is this a CTA? Really?
No, I don’t think so!
There’s no clarity here at all. What you’re saying is: “I’m here. Whenever you’re ready. If you ever are.”
The prospect doesn’t take action because it’s just easier not to. You didn’t help them by making it easier.
Making it clear goes something like this:
Your Prospect’s Brain Says:
“Oh, so you’re interested in working with me? Awesome! Why don’t get on a call on Thursday at noon?”
“Ok. Let’s see…..is that a good time? Yep, let’s do it.”
See the difference? You set up a structure for them. You removed the burden of thinking too hard.
Give a Choice
Make the choices simple. And obvious.
It’s good to offer options, just as long as you keep it simple. Limit conversation to two or three of your packages.
Don’t get bogged down in all the details.
Have you ever gone to buy a car? Did your salesperson trot out the “What will it take for you to drive this car home today?” ditty?
I bet you cringed and squirmed a little in your seat, didn’t you? I always did when someone did that.
[tweetthis]No one likes to be sold. We do like buying, though. [/tweetthis]
Buying is fun. It can be playful.
The trick is to give a prospect the chance to play with the idea of buying from you.
You could say something like: “If you were to choose one of the packages, which one feels the best to you?”
Using theoretical situations does two things:
First, it removes some of the pressure the prospect feels.
Second, it allows your prospect to see ideal outcomes.
They’re much less direct than asking: “Are you ready to buy?”
If you ask the question too soon, you might just get a flat “No.” And there goes any chance of continuing the conversation.
Another good question is: “If we were to work together, what would the ideal outcome be for you?”
“If we were to meet up one year from now, what would have to have happened in your life to say that working with me was the best choice you ever made?”
Have a Script Ready
Maybe you think that a script makes you sound robotic. Yeah! If you memorize it and spew it out by rote!
What it does do is help you eliminate rambling on and pointless chatter. (Which only confuses your prospect.)
[tweetthis]Practice makes perfect.[/tweetthis]
If you’re nervous about selling, try different phrases to see what feels right for you. Rehearse what you’ve written out loud. See if it feels natural. Make edits until feels genuine and compelling.
When you’re having a sales conversation, emotions can become highly charged for some people. If you’ve practiced with someone, you’ll be more relaxed and be able to respond rather than react.
Just don’t memorize your script and play parrot. Practice it with someone else instead.
Where do you continually get tripped up in closing the sale? Did anything I said here help you get a big aha?