Does the thought of selling something make you feel uncomfortable? You’ve probably seen all those long, scrolling sales letters online that seem to scream at you and go on forever. No doubt you’ve been snatched up by the vendor in the mall who wants you to try their product, or the sales clerk in a store who knows just what you want…even if they’ve never met you before.

That doesn’t have to be the case at all. In fact, you’ll be far more successful in the long run and make more sales if you take a completely different approach.

If you hate the idea of “selling”, then you’re already on the right track!

In this guide, I’m going to walk you through the art of persuasive selling. That involves starting in your customer’s shoes, before doing anything else.

You’ll learn:

  • How marketing has changed in the last few years
  • Why demonstrating your expertise is critical
  • How to gain a thorough understanding of your customers
  • The importance of educating your customers and how you can do this
  • What to include in your sales copy so that it doesn’t sound like selling
  • How to tell your “story” so that it resonates with people
  • The importance of “social proof” and how to get it
  • The role of giveaways in your business and ideas for ones you can use today
  • The strategy of scarcity and how you can use it to ethically increase sales
  • Why repetition is a good thing and how you can do it without sounding like a broken record

Customers are the foundation of your business, and selling your products and services to them is the reason your business exists in the first place.

But that doesn’t mean you have to feel uncomfortable about it. Instead, by the end of this course, you’re going to see just how natural the selling process can be.

INTRODUCTION TO THE MODERN-DAY MARKETER

In recent years, the Internet has changed the world of marketing. Marketers can no longer use the same techniques today that worked yesterday. The attitudes and behavior patterns of your customer have changed, and to be successful you have to change with them.

 

DON’T BELIEVE THE HYPE

Over the last few decades, consumers have endured a flood of sales and marketing material. They’ve been inundated with ads everywhere they turn, and each marketer tries to shout over the others for their attention. As a result, people have tuned out. They don’t believe in exaggerated language or hype anymore.

 

NO MORE USED CAR SALESMEN

The online versions of used car salesmen have gotten a bad rap because of their hard-sell tactics. These tactics make them look like opportunists out to make a quick buck with little regard for their customers’ best interests. Consumers are no longer responsive to this approach. They’re smarter shoppers today, and they understand when they’re being manipulated.

 

TODAY’S MARKETING IS ABOUT RELATIONSHIPS

The salespeople of the past saw a customer as a way to make a quick sale. The marketer of today needs to build relationships. The goal is for the customer to see you as a trusted friend and a valuable source of information. People want to feel like part of the brands they love, rather than just a number in a company’s marketing game.

The key to building relationships well is to focus on your customers’ needs. Listen closely to them and understand their problems and desires. You can then offer the products and services that customers are already actively seeking, rather than trying to convince them to buy products they never wanted in the first place.

 

CONTENT MARKETING

The way savvy marketers reach their audience online today is through content marketing. Customers are looking online for information, and you can be there to provide it. You build your expertise by providing answers and become, in customers’ eyes, an authority in your niche. This engenders trust and builds relationships. The resulting sale is a natural outgrowth of the relationship. Prospective customers visit your site because they know you’re offering what they want.

 

TWO-WAY COMMUNICATION

Older marketing channels like television and print media went one way – from the marketer to the customer. Today’s communication goes both ways. It’s just as much about listening to your customers as talking, and in fact, probably more so.

Customers today are proactive in going out and finding what they want. Internet users aren’t passive like TV watchers. If you’ve listened well, you can create and provide them with the information they’re looking for, before anyone else.

 

MAKING IT ABOUT THEM

Today’s marketing is even more customer-focused than that of the past. It’s not enough for your website or marketing materials to boast about your company’s successes. Marketers have to emphasise tangible results their customers will get from the product or service and back them up with evidence supporting their claims. If you do your homework and know your target market well, it’s not hard at all to do this effectively. Offer what they need and invite them to join the dialogue.

 

Activity: 

  1. Identify one marketer who you respect and trust
  2. Note at least 5 things that marketer does that has built your respect and trust