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Boost Buyer Confidence By Assuming The Sale
I saw something in town the other day that just really struck me as funny. Not only that, however, it really nailed home a strong lesson for me about how to make more money. I was driving down main street past this old building. I don't know exactly what the building had been used for, possibly a warehouse or something along that line. The thing that was funny about it, however, was the sign it had mounted on the front. It was a sign that had been there for some time, but I'd never really noticed what it said before. Turned out, it was a "for sale" sign. Now think about that. This was a permanently mounted, bolted to the wall, unchangeable "for sale" sign. Yes, the salesman entrusted to sell this particular building is SO confident in his sales ability that he felt the need to spend $150- $200 on a PERMANENT "for sale" sign! Doesn't that strike you as funny? I mean, where is the logic in this move? Who would put up a permanent "for sale" sign on something? Someone planning on taking years to get the job done, that's who. Someone assuming no one really wants what he has to offer. Huh-uh. Wrong. Totally backwards and self defeating attitude. Don't assume there will be problems when you are marketing your product. Don't assume you'll have to talk people into making a purchase. Don't assume a long hard road. Assume the sale! Even a simple little thing like a permanent "for sale" sign can create a negative image in your potential customer's mind. It makes them wonder what is wrong. Why hasn't this place sold already? What are they hiding? People feed on the self confidence of others. No one wants to buy from someone who seems unsure about what they are selling. Speak, show, and exude confidence in your sales approach. Whether in your sales copy or just an email message to a potential client, assume they are interested in and WILL buy what it is you are offering them. Now, this is not to say that you need to be overbearing, pushy, or rude. Those are all negative factors as well. Simply approach a potential sales situation as if there is no doubt in your mind that whoever you are presenting your product to is completely interested in it and preparing to make a purchase. Undoubtedly, they are at least considering it or they wouldn't be there in the first place. Your confidence, attitude, and demeanor all play an important role in convincing them to advance to the next step and commit to buying your product. It's no trick, no devious tactic. It's just plain common sense. What you bring into the situation rubs off on those who are listening and influences their decision. Now, one last important point. Going back to the permanent "for sale" sign. Like I said already, I know that sign had been there for some time, but I'd never really noticed what it said before. This means that not only can the wrong attitude not help you make more sales, it can actually keep you from being considered in the first place! Scary thought, huh? ===============
This article was posted on March 11, 2004
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