This won’t take you long to read, and it should only take you a short while to put into practice, but I’m positive you’ll find it a quick and easy tool in getting your customers to want to buy from you.
I was reminded of it the other morning as I was driving to a meeting. I was listening to my usual commercial radio station and – unlike many radio-listeners, who are probably tempted to change the frequency when the commercial-breaks kick in – my ears prick up when I hear the adverts. The reason being I’m always interested in hearing how advertisers are trying to sell their products – and how not to sell their products!
For instance, every morning I hear about how I can get my car air-conditioning recharged for only £29.99, and every morning that advert fails to get me even in the slightest bit interested in their offer. Why? Because I have no idea why I need to get my AC recharged, or why my world is going to be a better place because of it. But then I heard another car air-con advert and my ears really did prick up!
This is what I heard – “Are you struggling to de-mist your windscreen on these winter’s mornings? If so, clear your windscreen quickly by getting your air-con recharged.”
Genius! Let me explain why it was such a hit with me by deconstructing it into its small component parts – in fact, 3 simple steps…
Step 1 – The Pain Question (“Are you struggling to de-mist your windscreens on these winter’s mornings?” – it’s a straight-to-the-point question that quickly establishes if your customer has the pain you can help with or not. When I say pain I mean the basic reason why they would want to buy from you)
So, if the answer is no, then the chances are they will probably never buy from you. But if the answer to that question is YES, then without doubt they will be interested in hearing Step 2 – The Solution!
Step 2 – The Solution (“clear your windscreen quickly” – this is your doctor’s prescription; this is the solution to take away the pain your customers are experiencing)
The last step is where you come in with your service…
Step 3 – The Method (“get your air-con recharged” – this is what your customer has to do in order to get the solution to their pain – and this is what you provide!
Let’s put the simple equation together…
The Pain Question + The Solution + The Method = The Sale
If you find yourself making your sales pitch sound too complicated, then try the 3 Steps to Simple Sales Success – in the eyes of your customers you will be a Pain-Removal Machine!