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One Simple Persuasion Secret That Will Blow The Roof Off Your Sales
The next time you are shopping for clothes in a department store, take a closer look at the price tags. You'll probably notice that each price tag starts with one price, but then counters with another. They say, "Was $60, Now $30," or, "Regular Price $69.99, Our Price $49.99." These stores are taking advantage of an incredibly effective persuasion technique called "psychological sequencing." By sequencing the order in which offers are presented, psychologists have found that marketing and salespeople can get customers to purchase more products at a faster rate. You can use the same process to make a huge impact on your sales. This article focuses on exactly how to do it. The Psychology of Sequencing Have you ever put your finger into freezing cold water and then put the same finger into slightly cool water? What happens? After putting your finger into the freezing cold water, it provides a "sequencing effect," and the slightly cool water actually feels warm. Your perception has changed. You can use a similar process to make more money. Infomercials, for example, tell us, "You'd think that this wonderful product would cost $200 or $300, but we're offering it to you today for only $29.99." Grocery stores use psychological sequencing to easily make more money. They place price tags next to food items saying, "$4.95-or $3.00 With Your Highlander Plus Card)." Direct mail experts have learned how to maximize profits by sequencing their messages. They say, "How much would you like to donate? __ $100 __$75 __$50 __$25." Research shows that this strategy increases the amount of money people are willing to donate. How to Use Sequencing to Blow the Roof off Your Profits There's an important lesson in all of these examples: You can dramatically increase you sales once you get good at applying the principle of psychological sequencing. If you want to immediately begin profiting from the power of psychological sequencing, start with the following three steps: 1. Start high and work your way down. If you sell televisions, for example, start your presentation by encouraging customers to look at your more expensive TVs first. Say to them, "Let's start by looking at some of the more high-end TVs so you can get a feel for all of the features offered." Why should you start with the expensive items? After looking at the $1,500 TVs, the $800 TVs seem more affordable. As a result, the customer is more likely to buy, and he is also more likely to buy a more expensive TV. 2. Be creative with the way that you sequence. I have an auto mechanic who makes me feel good about giving him money. If he has to call and tell me that I need costly new rear brakes, he jokingly says, "Scott, you need a new engine and transmission." After taking my breath away, he says, "I'm just kidding, Scott, you really only need rear brakes." I think, "Wow, what a relief, I just need the brakes." 3. Make psychological sequencing permanent. Do you want to consistently make more money? Find a way to make psychological sequencing a permanent part of your presentations. Each offer should provide your customers with a comparison to another price or product that makes your offer look like the best deal. Scott Moldenhauer is considered an expert on consumer behavior and persuasion. In addition to his speaking and consulting engagements, he has taught persuasion at the University of Arizona and the University of Phoenix. For more free information on the psychology of persuasion, visit http://www.persuasionconsultants.com.
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Coaching Multiply Your Sales When Thomas Edison's light bulb finally burned for 45 straight hours he said, "If it will burn that number of hours now, I know I can make it burn a hundred." Cutting Through Stalls and Objections It's the prospect. If stalls and objections frequently come up in your sales calls, it's a good idea to bring them up before the prospect has the opportunity. If you bring them up first, several good things happen: Getting Them to Buy: The Two Most Important Pieces to the Sales Pitch Why are some sales pitches more persuasive than others? Are the salespeople just naturally more convincing, or do they know secrets about creating a sales pitch that the rest of us don't? Ten Ways to Super Charge Your Sales 1. Add a no-fee interactive game to your web site. You couldhire someone to create it. You want to make the game relatedto the theme of your web site. In the case of our web site-- the Abundance Center -- the theme, abundance, could be agame on how to find abundance. Be Yourself Here's the thing... you still have to make every marketing and sales message all about the WIIFM* for your target audience. But it's how you do this the words you choose and your behavior that makes the connection with the marketplace all about you. Sales Skills are Life Skills I love the art of selling. LOVE IT. When I first entered the field of sales, the one thing I quickly grew to appreciate was the fact that anything I did to increase my ability in selling also increased my ability in life. Sales skills are life skills. The Key to Driving Sales is Understanding What Not How What does it take to make a sale lately? The Clock is Ticking on Your Leads Every day is critical when you are in the business of sales. That lead you receive today could very easily be gone tomorrow. The Five Most Common Mistakes Salespeople Make Over the decades that I've been involved in sales, I've worked with tens of thousands of salespeople. Certain negative tendencies -- mistakes that salespeople make -- keep surfacing. Here are my top five. See to what degree you (or your sales force) may be guilty of them. A Simple Sales Strategy: Talk to Yourself! You are about to speak to a potential client, go to a networking meeting or give a presentation. What should you be saying to yourself in those few minutes beforehand? If you spend that time saying what I propose below, you will effortlessly and naturally become very attractive to your potential clients. This approach is very powerful, I promise you. The Myth of the Natural Born Sales Wonder When I researched the field of using personality inventories to determine future sales success potential, I found the following flaws in their application and interpretation: Putting Benefits Before Features Having spent so many years in retail, I always enjoy being on the listening end of a sales persons presentation. Three Essential Questions You Must Ask To Make More Sales Ignore Them At Your Peril There's loads of material about making money available on the Internet. Most of it is called "How you can make money on the Internet by selling products called How to make money on the Internet". 10 Boundless Ways To Anchor Down More Sales 1. Multiply your marketing and advertising efforts on the Internet. You can accomplish this by starting an affiliate program or using viral marketing. 7 Sales Techniques To Differentiate You From The Competition You have a choice. You can stand out or blend in with your competitive landscape. Differentiation doesn't come naturally, blending in does. We all want to fit in with the crowd, we want to be like everybody else, and we've been that way since we were kids. As a professional sales representative you should focus on what makes you different because the similarities will take care of themselves. How To Write Sales Letters That Deliver Tired of sending out sales letters that generate anemic response? You could blame your list, or decide you just did not send out a high enough volume to get the replies you were looking for. Or, you could face the truth: Your sales letter just did not have what it takes. 7 Phrases You Cant Say in Sales 7 Phrases You Can't Say in Sales The Choice between Yes and Yes: A Psychological Revelation Three year old Kara was throwing a tantrum. She did not want to go to bed, of that she was certain. Sharpening Your Sales Skills Making a living in sales can be very rewarding, however, it can also be tough at times. That is why it is very important to stay on top of your game at all times. 5 Ways to Increase Business Sales by Contacting Your Existing Customers One of the best ways to increase your sales and one that won't cost you a lot or take a huge amount of time is by selling more to your existing customers. This can be a lengthy process and expensive to win over a new customer between advertising, sales calls, and approvals. With existing customers the process can be much quicker, smoother, and less costly.
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