The POWER of WORDS

What's up? I don't know about you, but if you actively
sell a product or solution you surely HAVE to make a
PHONE CALL or send an EMAIL to grow your business? Right?

There is POWER IN WORDS. For proof, watch this video:
http://www.youtube.com/watch?v=Wgi0t2ap-us

If this resonates with you, then perhaps you STRONGLY AGREE
that the words you use and WHAT YOU SAY in an EMAIL WILL
determine whether (or not) your PROSPECT RESPONDS TO YOUR
EMAIL.

My last prospecting cold call meeting started like this:
"Well, Scott, I get quite a few sales emails, as you can
imagine, being a PUBLISHER of a LEADING MAGAZINE. Your
email is the BEST I HAVE EVER SEEN." From that point
forward the meeting went like clockwork with the publisher
saying he is interested in a customized proposal next week.

Can you say CA-CHING?! :-)

If you ever have pressure to HIT QUOTA, you know full well
that you MUST GET THAT KEY APPOINTMENT to GET THE DEAL.

HOW YOU BEGIN often DETERMINES HOW YOU END!

I developed a system I teach in my innovative
Cold to GoldTM Mind Spark SessionTM Workshops that helps
people LEARN HOW TO BEGIN RIGHT.

Gain comfort and confidence making calls and learn how to
draw prospects to your door, without resistance. Best of
all, LEARN HOW TO WRITE AN EMAIL that OPENS DOORS!

The next COLD to GOLD Mind Spark Session workshop starts on
May 17, 2011 from 10:00 AM PST to 11:15AM PST.
Sign up now at http://www.coldtogold.com/ to reserve your seat.

We guarantee the program, too. So, you have everything to
win and nothing to lose. What you gain from Cold to Gold is
like smashing open Fort Knox's vault and leaving you in there
for a few hours without a camera or security guard
watching you. It almost isn't fair. ;-) I kid around, but I think
you get the idea.

Go here to sign up:
http://coldtogold.eventbrite.com/

To your success,
Scott

________________________________________

Copyright © 2006-2018 by ARRiiVE Business Solutions. All Rights Reserved. SUBSCRIBE.

Predictably Irrational Offers Rational Pricing Ideas

Would you like choice A or B?


Human beings, when given a choice between: A or B
will choose the better of the two... or will they?

According to the research by Dan Ariely, author of  "Predictably Irrational", and an academic, people will actually not always make the right choice if influenced by a number of conditions.



For example, when presented with a slightly flawed "decoy" choice, which Ariely calls -A, the person will choose the choice that does not have the precondition flaw:

So A or B when presented with a slightly flawed "decoy" choice, such as A- or B-  when stacked together as A, A-, or B, the person chooses B, because A was presented with a flaw.

Or, when presented with the choice of subscribing to a journal and offered:

Choice #1:
A. Hardcopy subscription $29
B. Online Subscription $59

In choice #1, people typically choose "A" but when presented with:

Choice #2
A. Hardcopy Subscription $29
B. Online Subscription $59
C. Online Subscription + Hardcopy Subscription $59

In the second choice, people choose C considerably more than in the first example. In this case, choice "B" in the second option is obviously flawed, but people will choose C more often because they get something for nothing, in their mind (the hardcopy, in this case).

This is the argument and fascinating case study work shared in the book Predicably Irrational, by Dan Ariely.

The use of a "decoy" in pricing is critical if you wish to drive success of a higher-priced item.

This is also true if you set a precondition of a certain number in the suspect's mind prior to offering a series of numbers, they are more likely to think that number is "acceptable" as a price.

In addition, the use of zero cost items is essential in promoting a lessor quality item. Offer two of them with one free, and you drive sales.

So, in your pricing, are you offer just ONE price? Or, are you offering comparisons. Because, you see, people will buy based upon the COMPARISON guidelines YOU set. In addition, if you state a RANGE of VALUE prior to offering your price, the person buying will be associating value in that value range, and thus be more apt to offer or buy the pricing within a discount from that value.

For example, if you said "an offer like this, at our normal rates, would cost between $10,000 and $12,000" ut for this day only, you can buy at these special rates:

A. Offer A for $5,000
B. Better Offer B for $8,995
C. Both A and B for $9,995

In this instance, we're using three of the theories put forth in Predictably Irrational TOGETHER and thus, driving up both the likelihood that you'll sell the higher priced options B or C and also driving up the likelihood of prospects choosing option C - your highest profit offering. This is using the THEORY of FRAMING EXPECTATIONS with the THEORY of RELATIVE PRICING with the THEORY of DECOY PRICING. Another theory (not mentioned in Predicably Irrational but still a good pricing theory) is the THEORY of LIMITED AVAILABILITY. If people know they can only buy something TODAY, they rush to get it. It is like when K-Mart would run "Blue Light Specials" where the blue lights go on, everyone rushes to buy that item. It creates an "in-store" sensation that increases the odds people visit that store to get good deals. In this instance, it increases the odds they'll buy TODAY.

While some of these pricing strategies are already part of Cold to GoldTM, I'll be adding additional examples of ways to price products in the bonus "Marketing Maven Mashup" guide as we get closer to the online launch of Cold to Gold. Stay tuned...!
________________________________________

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

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

It's Simple And Easy

Have you ever read the copy of a marketing program?
You know, not just read it, as a consumer, but turn it around and read it as a marketer?

Your perspective shifts, quickly.

For example, a long time ago I learned two words that sell more of anything. These words apply to selling a house, selling a car, marketing a vacation program, selling an online e-learning course, or almost anything I can think of.

These two words WILL increase your sales conversation rate.

They won't take out the garbage or mow the lawn, but they will help you pay for getting the garbage picked up and the lawn mowed.

What are these two magic sales words?

"It's SIMPLE and EASY."

Examples of using SIMPLE and EASY:

"It's so simple, you'll be shocked at how easy it is to install."
"It's simple and easy to book your vacation."
"It's simple and easy to call into my radio show."
"You'll love how simple and easy it is to use our DVD player."
"The controls are amazingly simple and easy. Just follow these three steps..."

Can you see how it works?

Now, you can use simple and easy even if the program isn't that simple and easy. I don't recommend deceptive marketing, though, so if you feel like your program is complicated, look at it in the simplest form, then make it work that way. Therefore, when you say it is simple and easy to use it, you're telling the truth. It's called responsible marketing.

Try using simple and easy five times every time you are pitching something. "Notice how simple and easy this is to call our support line?" then a while later "Not only that, but it's really simple and easy to sign up for this great way to improve your service," and so on.

Simple and easy will help you sell more.

Try using these key selling words with your marketing and sales approaches.
________________________________________

Copyright © 1999-2008 by ARRiiVE Business Solutions. All Rights Reserved. SUBSCRIBE.

Sales Lesson Learned From Radio

Today, I was listening to my local public radio show. While listening, I realized they were off their "regular" programming for a pledge drive. I listened to their requests for money, and realized that these guys are MASTERS of SALES COPY! I'm not kidding. I wouldn't be a bit surprised if their phones were ringing off the hook. Here's the sales lesson I think anyone paying attention could have learned from them:

Sales Lessons Learned From Radio:

Lesson #1: Ask for the business (but don't specify how much).

When you ask for a donation, don't ask for a specific amount. They weren't asking for $500 per person. They were offering suggestions of $50, 20, 5, 500 - whatever people were comfortable with. What they were going for was a NUMBER of DONATIONS. All they wanted was 1,600 donations. I suppose they already ran the math on average contribution, and knew they'd reach their goal if they had more donations than normal. So, rather than end the drive at, say, 1,500 donations, they'll end it at 1,600. Not a bad idea, huh? Ask for the business, just make sure you don't try to direct which plan people buy or how much money they give you. They know what their form or proposal said. They'll make the best choice given their situation if you've led them to buy properly.

Lesson #2: Two Magic Words: CALL NOW (or BUY NOW).

These guys knew how to sell. Rather than say "call us when you're ready", they said these TWO magic words: "CALL NOW." Ah. Nice. See, they knew that if you didn't call now, you may not ever. They were looking for the instant conversion. Why not go for the money? If you're going to go for the money, the best time is almost always to go for it NOW, while the buyer is in front of you!

Lesson #3: Three more magic words: SIMPLE AND EASY.

Then, rather than say, you'll be on hold for 3 minutes, then we're going to ask you for a bunch of information, no, instead, they said these TWO MAGIC WORDS: Call now. they said THREE MORE magic words: It's SIMPLE AND EASY. I just love that phrase. SIMPLE AND EASY is a phrase that simply sells. Nobody wants anything complicated. No matter what you're selling, you always ought to use this phrase: our service is simple and easy.

Lesson #4: Instruct HOW to BUY.

What follows SIMPLE and EASY? Ask for the order. For example: It's SIMPLE and EASY to PLEDGE. Just dial 1-888-555-5555 and make your pledge now. They could just as easily have said "Just click this form. Just put your name here..." etc. Demonstrate that it truly IS simple and easy to buy, and the prospect will likely do it.

Lesson #5: Use FEAR OF LOSS as a motivator.

They threatened the fear of loss. Instead of saying "we know you love this show so please support it", which would sound like a beggar, they said, "If you enjoy Democracy Now, you need to act now to keep this show on the air. Your pledge is what brings this show to you every weekday at this time." See, they threatened the end of the show if the listener didn't pledge. It's a fear tactic. How would you feel to lose your favorite show? Probably pretty bad, right? They probably knew this. Their copy writer also probably knew "fear of loss" is one of the biggest motivators.

Lesson #6: Use HOPE FOR GAIN as the other motivator.

Next, they offered a GIFT. I couldn't have written a better idea in there at this point, myself. Gifts usually represent a "HOPE FOR GAIN" to the prospect. For example, a sweepstakes, grand prize, special discount if they call now, etc.; these are all hope for gain tactics. Frankly, if you want to win customers, offer a gift. After all, you can't just go around threatening the fear of loss without giving a chance to win MORE back by doing what you suggest. Thus, offer the HOPE FOR GAIN in the form of a gift. People will almost always sign up for a gift. Here's how they positioned it: "If keeping Democracy Now on their air isn't enough for you, then pledge over certain thresholds and we'll include a gift as a way to thank you for doing the right thing with your pledge. At $50, we'll include a boxed set of CDs.. at $150, we'll include the wine package from ABC Winery (can't remember the winery name), and at $500, we'll include tickets to the Symphony, the wine package, and the CD's - all for simply supporting a show you want to listen to and pledging like you'd probably do anyway, and best continuing to enjoy Democracy Now."

Lesson #7: They EXPRESSED GRATITUDE.

They THANKED THE LISTENER. How many times do we forget to thank the buyer? Make sure you don't make that mistake. I tend to send thank you's to every person who buys a product or service from me. I just think it's good form. George H. W. Bush sent "thank you" notes all through his career. Sometimes, he sent as many as 500 "thank you" letters a month. Do you think it helped him succeed? Whether you agree with his politics or not, you can't fault his sales follow-up strategy of saying "thank you". My Dad still has a letter from his son on his refridgerator. Clearly, it worked for Dad, who bragged that he got a "letter from the President" later that week. Expressing an attitude of gratitude is likely to help our sales "lift-off" to higher success.

Lesson #8: Follow-up the VERBAL with WRITTEN and gain UPSELL opportunity.

While we're at it, you ought to say thank you often - when you're in front of the client, and after the fact, through email and the mail. If you're not grateful for their business, your competition might be. But say you're grateful through a written letter. Of the first three jobs offered to me after college, every single one of them said they hired me in part "because you were the best who followed up with me with your letters and phone calls." Yes, say "Thank You" and follow-up your sale. Do it often, too. So, follow-up the VERBAL thank you with a WRITTEN thank you which might also set-up a future referral or additional sell. The best time to sell someone something is when they just bought, so they could also offer me a letter in the mail thanking me for purchasing, and offering a bonus gift if I included three referrals of friends who might pledge, or something else like that.

So, that's the lesson learned from the radio station. It gave me a reminder of what to say in some copy I'm working on right now. In addition, it reminded me to send a "thank you" letter to one of my recent clients. If you're stuck selling, try paying attention next time you hear people asking for money or selling something. After all, you just might learn something new that you can use in your bag of sales tricks.

Happy selling.
________________________________________

Copyright © 1999-2008 by Scott Andrews, CEO of ARRiiVE Business Solutions. All Rights Reserved.