Jan 7, 2009

Hope For Gain: The Savvy Entrepreneur Series

If you're seeking to improve success with any sales endeavor, you need to embrace the two biggest motivators: FEAR of LOSS and HOPE for GAIN.

I've already explored FEAR of LOSS earlier (click here to read).

In this article, I'll discuss HOPE for GAIN.

Think about the last thing you bought to improve your life or business. Was there not some aspect of why you bought that item related to increasing your ability to do something, enjoy life more, or experience something new?

If we buy a new car, we almost always seek more air bags, cup holders, gadgets (like my sunroof in my Tundra), sliding windows, more horsepower, better gas mileage, more storage space, SOMETHING MORE. These are all examples of HOPE FOR GAIN.

When I sell my service to companies helping them gain organic search position with their websites, yes, I do use FEAR of LOSS (by asking "How do you feel seeing your competitors with these phrases and you're not there?") but moreover I use HOPE for GAIN by promising to put their landing page in Google's Top 10 results for the phrase they seek. It's a challenge no single company has mastered, but I can realistically say that I'll capture Top 10 over 50% of the time with my methods. And, that leads to more traffic. More traffic leads to more people who click "BUY NOW" on the web page, right? Beyond that, converting more of those leads is also a HOPE for GAIN, too.

When I sold computer service and support, I would use HOPE for GAIN by promising their computers would stay up longer, that we'd respond faster, and that it would cost less money. Those are all examples of hope for gain. I would suggest that by using my competitor, they would increase exposure to slow response time, which is using FEAR of LOSS. See how those two motivators, when used together, become highly powerful?

The majority of Americans vacation, on average, 12 days a year. Yep, that's right, less than 3% of the majority of American lives are spent on vacation. Sad, isn't it? (Notice the use of LOSS there)... well, I'd use that statistic as a motivator when I sold vacations, and indicated that by COMMITTING to a PLAN there was implicit HOPE FOR GAIN of more dreams, going more places, spending time with those they love most, exploring the world, and seeing nice places by buying a vacation program. Those benefits all indicated HOPE FOR GAIN. The benefits extended to other aspects of living: people who vacation more are more productive at work (GAIN), more healthy (GAIN), and live longer (GAIN). See how it works?

How to use HOPE FOR GAIN:

First, make a list describing what are you selling. How do people benefit from buying what you sell?

Next, make a second list extending how they benefit even in other related areas by benefiting from what you sell them. This is the extended list.

Last, put these together in an order of priority that addresses your prospects biggest need first, second biggest need second, and third biggest need third. Keep in mind that smaller prospects have different needs than larger organizations. Selling a company a fleet of cars is definitely a different GAIN pitch than selling a single car to a young woman still in college. And, selling that single woman in college a car will use a different "GAIN" pitch than selling a luxury automobile to a wealthy entrepreneur.

Clearly, a person will buy a Toyota Corolla for different reasons than they will buy the Tesla Roadster. One is economical and simply wheels to get you there while the other is about speed, prestige, and flash. Both people GAIN. They just gain in different ways. So, make sure you utilize the differences in gain to your advantage and then target those benefits to the buyer most likely to buy for those reasons.

Best of success to you in improving your sales using HOPE for GAIN.

Read FEAR of LOSS here.

How have you used FEAR of LOSS and HOPE for GAIN to improve your selling? Weigh in below.

Copyright © 1999-2009 by ARRiiVE Business Solutions. All Rights Reserved. SUBSCRIBE.

Like it? Share on del.icio.us or Stumble Upon!

No comments:

Post a Comment