Aids to Closing Sales
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“Piling on” is a common selling practice in which you give people one final incentive to order now. I usually tell people that if they write the number “2” in the right hand corner of the order sheet and hand it to my assistants before they leave the room I’ll give them 2 special gifts free. But they must hand in the order sheet now.
If people leave your event and don’t order, the chances of them ordering are slim to none. Give them every incentive you can to get them to order on the spot. If you don’t get them there, it’s unlikely they will buy later.
In some markets I will let people make three installment payments. This can dramatically increase sales in some markets. The only way to know is to test it. If you do use the payment system, don’t let them take all the product. Give them something to start and then ship additional items as they make their payments.
Who Needs the Money?
If people get the feeling that you need the money when you pitch your products, you’re dead. I usually use the line: “If you don’t buy my products here today it won’t substantially affect my financial position, but if you don’t buy them, it may severely affect your financial position.”
You don’t have to use the same line, just make sure that you communicate this fact to your attendees or you’ll have a potential problem.
One Great Pitch: It Hasn’t Been Your Fault. Now It Is
The products you pitch should be helping people solve a problem. But we don’t want them to feel stupid for not doing things “right” before coming to our seminar. Let them know that it’s not their fault that they’ve been doing things “bass-ackwards” until now. Remind them that if they continue to do this stupid stuff now that they know better, it will be their fault.
Answer Their Questions Fully and Completely
Every once in a while I attend a seminar myself and see some nitwit speaker who doesn’t fully answer a question in hopes of coercing someone to buy their products. This is a terrible move. Not only will people be pissed off at you, they will buy less. This strategy makes no sense. Answer all questions that they ask you fully and completely. They’ll think there’s more anyway.
Questions about your products will come up at three points in time.
The first is before the presentation. Second is during the presentation. The final time might occur after the presentation itself. Depending on when the question is asked, your answer should be different. Let’s go through this important area and how to handle questions at the various points.
Before the Presentation: When people ask about the products before my presentation, it can happen at two separate points in time. One point would be at the very beginning of the day (or presentation) with few, if any, people around. If this happens, give people a very brief description of the products. Then tell them you will be happy to give them a more complete description after you describe the products to the whole group.
If people approach you regarding products before the beginning of your presentation and quite a few other people are milling around, tell them you will be giving a complete description of the materials later on in the day. You don’t want to look cheesy by presenting your products while people are all around and you haven’t yet delivered anything of value. You will steal your own thunder.
During the Presentation: If someone interrupts your product sales presentation to ask a question, give them a quick answer and then keep going through your routine. You don’t want to interrupt your flow. It will hurt your numbers if you interrupt your presentation for anything other than to answer a quick question. Answer quickly and keep going.
After the Presentation: If someone asks a question after the presentation, answer it fully but concisely. If an additional question comes out of the group, say the following: “I promised the commercial would only go two minutes. I would be happy to answer any of your questions one-on-one at the break. Would that be OK?”
Keep Sending them Information
Keep mailing and emailing to people who have attended your events. Some percentage of them, particularly those who bought something at the seminar, will continue to buy after the fact. If they liked what you had to say, they may not buy that product, but they may buy from you eventually. It’s worth staying in contact with them.