I’ve been getting Dan Kennedy’s newsletter for several months now. Each month it is packed full of unique sales and business advice, with great testimonials and case studies. Anyways, I recently went over to Amazon and picked up enough of Dan’s books to get free shipping. Today I received my package, so I dug right into “No B.S. Sales Success. The Ultimate No Holds Barred Kick Butt Take No Prisoners & Make Tons of Money Guide.”
That’s a bit of a mouthful right there, but once you get into it he really does have a lot of insight into sales. In my previous job, I worked closely with our sales force. I wasn’t selling myself, but I worked with those who did. This book is therefore very interesting to me. I often wondered how I would do in sales, but ultimately chose to work for myself rather than pursue sales. I think the experience would have been beneficial, but I can make as much or more money from home doing far less work, so I guess laziness won that round.
Anyways, here’s a tidbit from the book.
Keep It Simple, Salesman (or Stupid, if you’re down on yourself)
Dan talks about “complexity creep” and how that tends to sneak up on us unawares. I know I love having systems in place for different things, and that can actually be a detriment to the sales process. I’m not selling directly, but I am selling on the internet. So how does this relate? Well, we need to make sure that the website is geared towards the sale. Everything on the site needs to be pointing the customer towards handing over their credit card. Articles can be extolling the benefits of your product, helping the prospect to imagine what life will be like once they have it. Testimonials should be there, telling people what a great experience it was dealing with you. Basically, don’t miss anything you can have in the mix to point people towards that sale – but don’t let those very things get in the way of the sale! Make sure that the sale is always easy to get to, technically easy to complete, and overall as efficient a process as possible.
P.T. Barnum once said “No man ever went broke overestimating the intelligence of the American people.”
Even if you think your prospect is highly trained, intelligent, and attentive, don’t take that for granted! Boil everything down to the simplest common denominator. Dan mentions that salespeople often overestimate how smart and sophisticated their customers are, because it feeds their own egos. People like to think they serve the best out there. That may be true, but there are a lot more people that aren’t the smartest of the smartest out there, and their dollars are just as green as the next person. Don’t get me wrong, I’m not trying to put down the customer, I’m just saying you need to present things in a way that everyone is going to understand intuitively.