Question: What’s the most difficult way to sell stuff?
Answer: Directly off the page. Cold. As a stranger, with no lead in or romance.
Well, the answer is twofold.
Firstly, they don’t know you from Adam, so why should they trust you? Why should they choose you over the many other options they probably have?
Secondly, people don’t buy when you want them to. They buy when they’re good and ready – and that could be anytime.
So, what’s the best way to sell stuff?
Over time. By building relationships.
Cold sales are hard. You’ve got one opportunity to grab your prospect’s attention, keep it, get them interested, make them want it, convince them they should buy it, then get them to take action.
And all before they know anything about you at all.
That’s crazy hard and it takes an awful lot of effort.
Think about it this way. It’s much easier to sell to people who already know you – contacts you’ve already made – because they’ve stuck their hands up and said they’re interested in you. These people are practically asking you to sell to them.
You might be thinking that you haven’t got time for all that; that you need sales right now.
In that case, I have another question for you. Have you contacted your existing customers recently and asked them to buy from you again?
I’m willing to bet you haven’t.
You’d be surprised. Contact them right now with an offer they’ll find irresistible.
And all those new customers you’re hoping to attract? That’s where the patience will pay off. Draw people in with an irresistible offer that poses no risk to them. Then keep sending them valuable information. Keep talking to them.
As I said up there: people buy when they want to buy, not when you want them to.
That means that one day, they’ll wake up and want whatever it is you’re selling. If you’re relying on the odd email or advert to get them buying, you’re in for a long wait.
However, if you’re emailing them regularly with useful, valuable information that they read – you will be right there at the forefront of their minds when they wake up that day wanting what you’re selling.
You’ll make the sale, I guarantee it – because none of your competitors will be doing the same thing.
That’s email marketing, and it’s incredibly powerful. You’ll hear ‘gurus’ spouting off, saying that email marketing is a waste of time, that it’s junk, spam, DEAD.
Well, I’ve got news for you: it’s not. It works like a charm. You just need to do it the right way. We’ll talk more about this over the next few weeks. But for now, I want you to firmly embed in your mind the idea of talking to your customers often. All the time. Every day if you can possibly manage it.
I just want to reiterate something I said right at the beginning. I’ve put all these ideas in my book, Business For Superheroes and I’ve helped my readers build really profitable relationships. Hell, I’ve built really profitable relationships for myself with these ideas. But I didn’t do that just by reading about what to do.
I achieved it by taking action – and you need to do the same. You need to act on what you’re learning from these blogs posts, not just read about them. Okay? Promise? Good.
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.