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Harmonize...

Posted by Amanda Abiola on October 5, 2017 at 7:45 AM Comments comments (0)

A lot of people Harmonize with what the public want and what they are buying at the time. You've got to patten yourself with the marketplace. Once you have established a reputation, its easier to try something different that you yourself want to do.

 

So first you meet the needs of the market to raise the capital you need and then you go for your dreams. Once you have raised your own funds, you can do anything you want. you can pursue a course of action that nobody else would believe possible.

 

In personal selling, you have to realize the importance of understanding the marketplace and harmonizing with it. You've got to find out what the prospect wants in a product or service and then deliver it to them. It couldn't be simpler, but veryoften a salesperson is more interested in making a sale than in serving the needs of the prospect. So be prepared to modify your product or service to fit that marketplace or to fit the needs of your prospect.

 

It is important that your product harmonize or fill the needs of your prospect. If it doesnt, it's up to you to figure out how to change it so it does. It might mean showing a different colour, removing or adding an accessory--the point is that the customer is the king. Your goal is to harmonize not only with the marketplace but in particular with your customer. Or else stay home and soak in the tub.

Curisosity...

Posted by Amanda Abiola on September 26, 2017 at 8:30 AM Comments comments (0)

Ok, so if I had to pick one major psychological factor that makes direct marketing so successful today, it would be curisosity.

 

At retail, a customer can touch and feel the product and then decide. A mail order customer can't do that. The product might look good and do exactly what the customer expects it to do, yet there is always a level of curisosity that makes the product more attractive to the prospect. "What is that product like?" might be the typical thought of a prospect.

 

Curisosity also works well with books or intellectual property. You can tease prospects by telling them what they will find out by reading your book. In fact the strongest motivating factor to sell books is curisosity, followed only by notoreity and creditbility.

 

Because you cant touch or feel, curisosity is the strongest motivating factor in mail order. Immediate gratification is the strongest factor in personal selling, so as a direct marketer, if you recoginize that fact and can deliver my product promptly, i'm capitalizing on a major personal selling advantage.

 

So, how do you use the curiosity trigger in selling your products? First realize that when you sell intellectual property, curisosity is the key motivating factor, and you should use it as your prime selling tool. But realize also that many other products lend themselves to holding back part of the story in order to arouse curisosity and create the demand.

 

How many times have you said too much or shown too much and thus failed to use the power of curisosity? It can be very powerful and one motivating factors in selling.

 

Curisosity can be used when you mention some benefit or payoff at the beginning of an ad that you are going to reveal somewhere later in your copy. In short, you have to read the entire ad to find it.

 

Too often sales people reveal too much, leaving little to be curious about. With the proper balance, the seeds of curisosity, and something to deliver at the end of your sales presentation, you can use the very powerful trigger of curisosity to definitely force prospects to do something they normally wouldn't do and help close your big sale.

 

 

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Hope...

Posted by Amanda Abiola on September 22, 2017 at 8:10 AM Comments comments (0)

Hope can be a great motivator in the buying process. A woman buys a new face cream in the hope that it will make a difference in her wrinkles. An intense golfer buys a new golf ball in the hope that it may take a few strokes off a golf game.

 

The hope replaces the reality of an already delivered benefit or guarantee that you recieve when you buy products such as radio or computer. But wait, there is even hope in that type of purchase as well. The purchaser hopes that getting the computer will make her life easier. The radio is purchased in the hopes that it will solve a specific problem.

 

If you want to know how powerful hope is, simply look at the gaming industry. Millions of people can't wait to fly to Las Vagas, leave their money at the casinos, and fly home. The casino business is like printing money. The entrie gambling insustry is built on hope.

 

One area to focus on in creating a sales presentation using the power of hope is credibility. If you present yourself as a credible person or a knowledgeable authority represnting a credible company, then what you say will create a feeling of confidence on the part of your prospect. Then whatever you say your product did for you or for your previous customers will be taken as a real possibliity for your prospect, and the power of hope will work to help compel your prospect to order. And re-order.

 

Whatever you are selling, with the proper credibility, you will automatically engage the power of hope-- a powerful force that motivates, inspires, and even triggers a sale.

 

 

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Pattening...

Posted by Amanda Abiola on September 20, 2017 at 8:55 AM Comments comments (0)

One of the early lessons I learned about salesmanship is to set up the selling environment. Whether it be a private room in a gallery, or a car dealers showroom, you configure the physical environment so it is conducive to your sales presentation.

 

Let's assume that you have the prospect in your environment and ready to make a sales presentation. Once you have the prospects attention, the next step is to introduce yourself and say something that will keep the prospects attention and cause the prospect to agree with you.

 

There are many methods for creating this harmony in mail order advertising. First, you have got to get the prospective reader to start saying "yes". Second, you have got to make statements that are both honest and believable.

 

In print advertisement the moment the reader thinks, "No" or even, "I really don't believe what he is saying" or "I don't think that relates to me" you have lost that reader. But as long as the reader keeps saying "yes" or believes what you are saying is correct and continues to stay interested, you are harmonizing with your prospect. You and the prospect will be in lock step, moving toward a successful conclusion of your sales message.

 

This is also very true in a personal selling situations. But in personal selling, a few more emotional issues will surface. First, you want the prospect to be in agreement with you, continually nodding his or her head in the affirmative.

 

Certain phrases help this process along in a direct selling situation. A good technique is to make a positive statement and end it with one of several positive questions, which I call head nodding tags. Ending phrases with head nodding tags like "couldn't you?" and "wouldn't you?" and "don't you?" are more forceful in obtaining a "yes" answer.

 

But pattening is really a form of agreement. And in the final anaylysis it is agreement that we are after. Make sure that everything you do and say is in perfect agreement with the prospect as you slowly and almost hypnotically get closer to concluding the sale. We want our prospects to keep nodding their heads, saying yes all the way through to the final question "May I have your order, please?".

 

 

 

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Famliarity...

Posted by Amanda Abiola on September 13, 2017 at 8:25 AM Comments comments (0)

The contrast of seeing someone or something familiar is very beneficial, If someone is reading a magazine and sees your advertising format something they have seen many times before and recognizes your logo or company, there is a feeling of familiarity.

 

Advertise enough times, or sell a product whose name is familar to your prospect and you will create the same attraction. That is why brand names are so important that is why the familiarity of a shopping environment is also important.

Even the words familiar and familarity have the word family in them. People feel confident and trusting and allow themselves to be more vulnerable. So it is for anything people are familar with. They trust a brand name, and are more confident that they are buying the right product, and are more vulnerable or inclined to be so.

 

How can you use the power of familarity in sales presentations? First, become more familar to your prospect. There's a greater tendency to buy from somebody with whom you are familar with. As a salesperson, simply being aware of the psychological trigger of familarity, to make a person comfortable with your product or service, is important when selling.

 

So keep your name in front of the prospect. Realize the importance of a familar brand name, a logo that appears many times and becomes well known, a slogan that people instinctively know is yours, familar phrases and words that your public can harmonize with. All of these create a bond of familarity between you and your prospect.


Guilt...

Posted by Amanda Abiola on September 8, 2017 at 8:00 AM Comments comments (0)

Guilt...

Have you ever recieved mailings from charities that included a small gift?

 

The gifts are usually address stickers,colourful stamps, or some other very inexpensive token. Or howabout those mailings with surveys that include a dollar bill or a return stamp?

In both cases you may have experienced a slight touch of guilt. After all you have recieved something of value and you feel an obligation to take some action in return, such as sending in a donation or answering the survey.

Repetition also creates guilt. Keep sending somebody mailings and after a while he or she may feel guilty that they haven't responded. I used the repetition technique once or twice, it really does work.

 

How do you use this valuable tool in personal selling situation?

 

By offering the prospect a small gift or premium item. The prospect will reciprocate with a greater willingness to buy from you. The gift could be simply buying the prospect lunch or dinner.

 

Some gifts are quite generous. In politics, gifts are away of life. Infact, reciprocity greases the wheels of politics. Ironically, this is one area of commerce where gifts are legal but only if they are within a certain limit. Even these laws have loopholes, as there are blatantly large given by substantial individuals in return for special favors.

 

Moral and ethical factors are always involved in just how much a salesperson can give to a prospect without it appearing to be a bribe. But there are many other creative ways to give a prospect to evoke a sense of guilt and reciprocity without the use of bribe. Some of them are even free.

 

Consider many of the creative ways to instill the feeling of guilt in your prospect. You will find your selling to be a lot easier with a receptive buyer when you grease the way with this powerful psychological trigger.

 

Simplicity...

Posted by Amanda Abiola on September 8, 2017 at 8:00 AM Comments comments (0)

Simplicity...

There is a very popular axiom that few people seem to follow in marketing, which is KISS--keep it, simple, and stupid. My version is even more basic keep it stupid and simple.

 

It's not your audience that is stupid or that you are talking down to your prospect for the sake of simpilcity. It's just that you want your message to be so basic and uncomplicated that it doesn't take much to understand it.

 

Simplicity is probably one of the most important of the psychological triggers, yet it seems to be the most violated more often that any other in marketing. You must keep everything simple. You must keep your entire sales pitch simple, your product, and most importantly, the offer, simple.

 

An effective salesperson is one who tells prospects what they should buy. This salesperson narrows down the choices, making them easier for the prospect, and keeps primary roles of the salesperson. It can be done quite easily by making your offer so simple that prospect has little choice but to accept your offer.

 

This just means that the message you are conveying is so a fifth grader can read it. But on the other hand you want the educated people to read it as well. The biggest problem I have in selling in general comes when the offer is much more complicated that it needs to be.

Simplify your offer.

Make it so easy to buy that the prospect simply needs to pick a pen and sign on the dotted line. Then you have got a sure fire road to sales success.

 

 

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Exclusivity...

Posted by Amanda Abiola on August 30, 2017 at 3:40 PM Comments comments (0)

Exclusivity, rarity, or uniqueness...

 

...is a very strong psychological trigger for the right product or right situation.

 

The basic concept is to make the prospect feel that he or she is special, that you are really allowing that prospect to buy a particular product that few people can obtain regardless of price.

 

The emotional appeal of this approach is quite strong. Everyone likes to feel spectal. Most people would like to belong to a rare group that owns a product that only a few people can own and enjoy.

 

You just need to use your imagination to come up with a dozen or so ways you can make your product or service more exclusive, unique, or rare,

 

here are a few ideas. You can limit quantities, sign and number you products, or underproduce them. Then share that information with your prospect. We all like to be treated as special, and one of the best ways to do it in a very emotional way is through the power of exclusivity.

Desire to belong...

Posted by Amanda Abiola on August 9, 2017 at 9:30 AM Comments comments (0)

Let me make a few observations that are critical to understanding this next psychological trigger. First you buy from an emotional level, you have learned that the purchaser using emotions to buy using logic.

 

Often the buyer who uses logic to justify a purchase knows exactly logical justification for buying the product but does not realize the emotional reasons.

 

Some of this really common sense, but too often we dont look at the core motivation for the purchase of a specific product, which could reveal a lot more about our prospect.

 

Think of any product, magazine, service or even location. What is the psycholoigical profile of the person belonging to that group of people who buy the product or service or live in that location?

 

It will give you some ideas on how to treat the person. And it will help you realize what would motivate your prospect to buy your product. These clues to the emotional appeal your product has when matched to the clues you can get from knowing your prospect and her ownership trends is valueble knowledge at its most basic core psychological level.

 

The desire to belong is one of the strongest psychological triggers on why people purchase specific products or services. use it to your advantage by realizing what groups your prospect belongs to and then matching the needs and desires of your prospect with those of your product.

 

Linking...

Posted by Amanda Abiola on August 3, 2017 at 12:30 PM Comments comments (0)

One of the very critical techniques that I have used in my mail order ads is a process called "Linking". It is a technique of relating what the consumer already knows and understands with what you are selling to make a new product easy to understand and relate to.

 

Fads are very powerful and you have to understand the basic concept of linking. But how does this help in the selling process when there isn't a fad? And how could this trigger be used in a personal selling situation?

 

Whenever I sell a new product or a unique feature of a new concept, I use linking. I take what is familar to the prospect, relate it to the object I am selling, and create a bridge in the mind of the prospect. Because of this linking, the prospect needs to think a lot less to understand the new product. The product is easier to relate to the needs of the prospect. Everybody wins.

 

Linking is a basic human emotional system of storing experiences and knowledge and recalling those experiences and linking them to something we have to deal with on a daily basis.

We often link things together in our memories.

In the personal selling process, simply be aware of how linking works. Presenting your product or serivce by linking it to something the consumer can relate to and understand is very powerful in that selling process.

 

 


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