| Sales are produced by people. It doesn't matter if | | | | priority list. |
| you'reselling lemonade to tourists or airplanes to | | | | TIP: You can demonstrate a low cost for your |
| governments. | | | | product orservice by breaking down the price to its |
| Even on the Internet, every sale is the result of a | | | | lowest timeincrement. For example, "Enjoy all of this |
| liveperson or group of people deciding to buy from | | | | for less than 90cents a day" (for something priced at |
| you. | | | | $325 a year). |
| Unfortunately, many decide NOT to buy from you. | | | | REASON #3: NO HURRY |
| Would you like to increase the number of sales you | | | | Many people tend to procrastinate after they decide |
| get? It'seasier than you think. There are only 4 | | | | to buysomething. As time passes some will forget |
| reasons why peopledecide not to buy from you. | | | | why your productor service is so important. They'll |
| Once you understand thepsychology behind each of | | | | be distracted by otherpriorities and forget all about |
| them you can implement provenstrategies to | | | | you. You'll lose thebusiness. |
| neutralize their impact and get a higherpercentage of | | | | You can avoid losing sales because of "no hurry" |
| sales. | | | | byrewarding customers for taking immediate action |
| REASON #1: NO NEED | | | | andpenalizing those who don't. For example, offer a |
| People in our modern society rarely buy something | | | | specialdiscount price or a special bonus for ordering |
| becausethey need it. They buy something because | | | | before adeadline. |
| they want it. Whenprospective customers say, "I | | | | REASON #4: NO TRUST |
| don't need your product" theyreally mean, "I don't | | | | Most people fear losing something they have more |
| want it". How can you avoid losingthese sales? | | | | than theydesire gaining something they want. This |
| Target your marketing. Promote your businessonly | | | | fear causes manypeople to avoid buying something |
| among people likely to have a strong desire for | | | | they really want. They'rereluctant to buy because |
| thebenefits provided by your product or service. | | | | they might not get what they expectfrom your |
| EXAMPLE: A network marketer will lose money by | | | | product or service and they'll lose their money. |
| advertising abusiness opportunity in the local | | | | You have to remove this perceived risk to avoid |
| newspaper. Most readersaren't interested in a | | | | losingbusiness because of "no trust". Here are 3 way |
| business opportunity. Instead, shecan generate a lot | | | | I've foundeffective for any business... |
| of business by advertising in trademagazines, | | | | 1. Eliminate the risk with an unconditional money |
| newsletters or ezines read by opportunityseekers. | | | | backguarantee. |
| REASON #2: NO MONEY | | | | 2. Provide reassurance with testimonials from |
| Consumers and businesses rarely avoid buying | | | | satisfiedcustomers. |
| somethingbecause they don't have (or can't get) the | | | | 3. Increase your credibility by allowing customers |
| money needed tomake the purchase. They avoid | | | | tocommunicate directly with you. For example, give |
| buying what you offer becausethey place a higher | | | | them yourdirect phone number. You'll only get calls |
| priority on spending money for somethingelse. | | | | from seriousprospects who want the reassurance of |
| You can get these sales by making YOUR product or | | | | dealing with a realperson. |
| servicetheir priority. What is the most pressing | | | | There are only 4 reasons why people decide not to |
| problem you cansolve for prospects in your targeted | | | | buy fromyou. You can increase your sales and profits |
| market? Dramatize howthey'll feel when your product | | | | byunderstanding the thinking behind each reason |
| or service eliminates thatproblem. Make it so | | | | andimplementing proven strategies to neutralize their |
| important they'll move your offer to thetop of their | | | | impact. |