You have to give your clients and prospects a reason to buy from you. I live by the rules of giving value, being engaging and teaching the audience.
It is far easier to sell on the Internet if you give people a great value.
That’s the one thing I start everything with is the value for the end consumer. So you have to create an offer that they can’t resist.
I believe people overlook this. They’re say something like, “Here’s my eBook, my CD and my course,” whatever it may be, and that should be good enough. People can easily say no to that. No – you need to create an overwhelming offer that people can’t resist.
You can do that by bundling. When you create a product, bundle it with other items that you have in order to create an irresistible offer.
I once did this with a $2,497 offer. I started with a live eight week training session, but I also offered a ticket to come to my Big Seminar and that alone was a $1,997 product. That’s what we sold tickets for to come to that event, so it was a true value – that’s important.
A lot of people inflate prices in order to increase the so-called value of their product and/or service. One of the methods of strategies I always use is to never increase or inflate your prices, because people are smart; they know when you’re inflating prices.
I also gave them two tickets to come to my Armand Morin Live event, which is another seminar. That’s a $197 value. I gave them all my software, which is another $1,800 worth of value. I gave them lifetime access to my Marketing Tutorials website and Marketing Interviews website. That’s lifetime access, so if you think about the value over the course of 10-15 years, you’re talking about thousands of dollars in value, at the current prices we’re charging.
This whole package totaled up to huge amount, but more important, I gave them the real value of what it was worth.
The second piece is to engage.
In order to have a person watch a long sales video (this one was 90 minutes), you have to be engaging and what I mean is to get people thinking about what it is you’re talking about.
This is extremely important, because you want them second-guessing what they already know. You have to have controversy in it somewhere because that will get people to think and question what they’re doing right now.
I need to state that I’m right, but more so I have to prove it to you and this will hopefully change the way you think. It’s like carrying on an argument, except it’s a one-way argument. I’m giving all the reasons why you should believe me, and in your mind you’re having the argument with me. I can’t hear your side of the story so I’m going to make assumptions as I’m teaching what you would probably be thinking if I’m good at this.
If you’re good, this is what will happen.
You’ll try to address every concern and objection as to why a person should trust you, rather than their own knowledge or thoughts. You want them to stand up and take notice.
With PowerPoint presentations, many times it’s easier to use pictures to do this. If you use pictures, icons or graphics to illustrate your point its better then text, because people can visually see the process.
One of the methods I use is to question why it is they’re doing what they’re doing already. Most people don’t know exactly why they’re doing something. They do it because someone taught it to them. They do it because this is the way it’s always been done or they’re doing it for the sake of doing it, and they don’t question it along the way.
So when I get people to start questioning why they’re doing something, it leaves a gap and they start thinking, maybe there’s a better way. If I can prove there is a better way, my ideas are easily accepted by these people. This is not manipulation — it’s straight fact. I have to prove my case.
Think about it like this — in many cases where a lawyer comes in, he’s talking to the jury, who has all these thoughts going through their minds. The lawyer’s job is to win the case. He has to give enough evidence for people to understand what it is he’s saying or what it is they’re talking about.
The third and most important piece and probably the most neglected is teaching.
You have to teach people something. In order to get a person to listen to me, I have to give them a reason to listen to me. Even though what they are watching is a free video, they still have to have a reason to listen to me. I have to come up with a promise which says I’m going to teach you something new, something you didn’t know, something that you didn’t quite expect.
I try to teach them a different method than what they’ve been accustomed to. I show them a method step-by-step. One of the methods I use for teaching and selling at the same time is to simply separate the two.
I teach for about 90% of whatever presentation I’m doing. Meaning, even if you don’t buy whatever it is I’m offering, you’ll learn something. However, I also know if I teach you enough, you’ll want to buy what I have even more.
Whether you purchase my package or not, you’ll know how to do what it is I promised at the beginning of my presentation. I’ll show you how to do it, and you may be thinking if you’re teaching them how to do it, why would they want to purchase your product? It’s because people want an easier way to do it.
It’s not complicated. If I can show them a more simple way or a more hand-holding type of way to do it, they’ll want that to buy my package even more if I teach them.
Many times what you hear with speakers, presenters or even someone on the Internet, it’s just, buy my product, buy my product, etc. and their presentation is nothing more than a thinly veiled sales presentation.
Value — Engage — Teach. If you keep these three things in mind in all of your marketing strategy, it’ll be easier for people to buy from you. This is one of the keys to my success, not only as a speaker, but as an Internet marketer as well.