Attract Your Audience – Part 2
Do you want to attract more people to your business, earn more income, and create a life more like the one in your fondest dreams? Then use “The Most Important Selling Principle”.
This is the second post on “The Most Important Selling Principle”. To see the first, click the button below.
If you’ve read the article mentioned above, then you know that “Most Important Selling Principle” is: Never sell a product, always sell the result.
Here’s a sales situation that demonstrates this principle in action.
Mary sells financial services. She has a client named Dan that is a businessman in his early 50s and fairly well to do. Through questioning Dan, Mary learns that he would like to retire with the means to travel the world and see some of the world’s most exotic sites. Mary decides that Dan would benefit from her Roth-IRA Management service.
Mary continues her conversation with Dan by asking him a question about the results Dan is interested in. She says, “Dan, you’d like to travel the world in retirement, right?”
Dan replies, “Yes.”
Mary continues, focusing on the results Dan can achieve if he invests with her. Mary says, “You can do that. Just imagine walking with your wife while sinking your toes into the warm sand on the beach at Fiji, or getting your picture taken in front of the Pyramids over in Egypt, or snorkeling in the Great Barrier Reef!”
“To put yourself in a position to enjoy those pleasures, you’ll need to maximize the funds you’ll have available, you know?”
Dan replies, “Yep.”
Now, Mary begins to sell her product. She says, “If you could build your retirement nest egg tax-free, that could add substantially to that nestegg. Now, what if you not only built that account tax-free, but you were also able to withdraw from the account tax-free in retirement. That would be great, wouldn’t it?”
Dan says, “Yeah if that were possible, it would be wonderful.”
Mary continues, “You can have a good portion of your funds tax-free. Those tax-free funds could be used to enjoy the increased freedom and travel you’re looking for without Uncle Sam taking a bite out of your cash.
“Now, to reach those goals, you need to start investing right now. And you’ll need your investments to pay off. You can achieve all of that by investing in our Roth-IRA Management service. That service has a track record of generating great returns for our clients; returns that over time would set you up for the freedom and travel you want to enjoy when you retire. And, your returns are tax-free as they build AND tax-free when you withdraw them in retirement! Does that sound like what you’re looking for?”
Dan replies, “Where do I sign?”
In summary, Mary described the results Dan could expect because the results were what Dan was primarily interested in. And the results are what your clients are primarily interested in.
Lastly, when constructing your selling argument, ALWAYS put the result BEFORE the resource.
Notice, Mary didn’t say, “Let’s talk about a great Roth IRA Management service you’ll really enjoy!” She presented the results first, then described her service as the resource that would lead to those results for her client.
You will sell a lot more of your products if you sell the results of your product or service. Once your client is sold on the results, then you can present your product as the resource that will help that client get those results. Try it and let me know how it works for you.
