And this applies even if they are buying what you are selling for someone else. Let me explain this because it is a critical distinction. Everyone has their self-interests at heart, wheth- er they want to admit it or not. Right now, there is an infomercial on TV about changing your child’s behavior. If you’ve got a problem child, you get this program, and it will change your child’s behavior and make them into a model child. Almost the entire infomercial is not really about the child. It’s really about the benefit to the parents of not having a brat. You have to appeal to the self-interest of your audience member, and you have to talk about what that transformation is going to be, what that ultimate salvation is going to be. So, if you’re a politician, you say, “If you vote for me, here’s what I’m promising to try to do,” “Here is how your life is going to be differ- ent,” and “Here is how you this will impact you.” One of the biggest mistakes that politicians make when talking about, for example, the national debt, is that they never bring it down to the person, the voter. They never bring it down to that level. “Okay, with national debt, the future generations are going to be screwed. Yeah, okay. I care about that, but you know what I care about more? Me. How is this affecting me?” What is the transformation someone will experi- ence after they buy your product, your service, or your idea? You’ve got to nail this down, and it’s got to be on a deep level. So, how do you figure out what this is? There are several questions you need to ask and answer about your prospect, but one of the most fundamental things to do is determine how your
By the way, the hierarchy of importance in moving a prospect to action is as follows: 1. Transformation/Salvation 2. Outcomes
3. Benefits 4. Features
When I structure my close, I do a call to action, reiterate the benefits and outcomes, then sharply paint a picture of the transformation my prospect will receive. I then do a final call to action. (That short paragraph is valuable. I suggest you reread it and use what it says.) So, what is the transformation or promise of salva- tion you are selling to your prospects? How can you make it even more powerful? Kick butt, make mucho DEEnero! Dan Kennedy says, “The techniques that Dave Dee exposes and reveals are ones I’ve personally relied on to make billions for my clients ... and that I’ve relied on to sell more than a million dollars of my programs from the stage each year as a speak- er. Anyone should pay any price to get trained to use these secrets.” Get a FREE hardcover copy of Dave’s book, “Sales Stampede,” and discover his step-by-step formula and techniques for selling more of your products and services with webinars and in-person group presentations. Go to DaveDeeBook.com.
prospect would finish this sentence: “If I could just _____, then I can _____.”
Here is an example of how someone looking to start an internet-based business might answer: “If I could just make enough money , then I can quit my job, be my own boss, and live a life of freedom .” That is the transformation and the promise of salvation you are selling. That is a heck of a lot more powerful than you’re going to get with a binder, a transcript, and six CDs. I like to talk about the mini-transformations or outcomes my prospect receives from each one of my features. For example, if I am selling a six-mod- ule course, I will discuss the results after complet- ing each module. All of the mini-outcomes add up to create the major transformation.
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