Seven Secrets to Selling More of Anything
Even if you hate selling stuff
One aspect of being an author that I initially hated and feared was selling and marketing my books. In the beginning I was one of those people who said, “I can’t sell anything.” However if you produce a product, eventually you want to share it with others and unless you can afford to give it away, you will need to learn how to promote and sell it. I’ve studied and practiced this for several years and I now find helping clients create their best message and determining how to get noticed in the noisy world we live in both fascinating and exciting.
Here are my Secret Seven Sales Strategies:
Change your mindset. This is fundamental. If you are thinking of selling to customers you are going down the wrong path. Instead, think about how you can help people. What does you product do that can change someone’s life for the better? How can you share your expertise, experience and product in order to make a difference in someone’s life? Once you adopt this mindset you are unstoppable because not matter what business you are in, your ideal client is looking for a solution to a problem and you can help.
Know who your audience is. This is the first step and the one that most entrepreneurs don’t take the time to research and apply. If you have ever said, “Any one can benefit from my product. We appeal to all ages, genders, ethnic groups etc.” then you are missing the point. While I don’t deny that many people can use your product, when you share your product you want to share it on a personal level. You want to promote it in a way that resonates with someone. and in order to do that you have to speak in their emotional language. What are their desires, fears and dreams? Speak to that instead of simply listing the benefits of your product.
Know what your audience wants. I used to have a coach who maintained that you can give people what they need if it is wrapped up in what they want. This is an excellent principle. Just because you think someone needs to have gluten free muffins doesn’t mean they will buy it. On the other hand, if you appeal to what people want, such as a tasty and delicious muffin that also happens to be good for them–then you’ve got the best possible of all worlds. Ask yourself: What problem can I solve? Simply displaying your wares and waiting for the sales to happen, either in reality or virtually, isn’t going to work. Customers aren’t mind readers. They don’t know how beneficial your product is if you don’t tell them. You must engage with your clients and let them know how you can help or serve them.
Tell a story. Everyone loves a story and it is stories that sell products. Often it’s not just the story between the covers that sells a book. Readers like to know the story behind the story. How did you get started selling essential oils? Was it an answer to a physical problem that you experienced? Do you love to decorate for Christmas at your own home so now you want to help others create the same festive environment for their home? Do you love comfortable but stylish clothing and want to share your special brand with others? When I am selling my children’s book series, I usually tell about my history as a school counselor and how I came up with the different themes of the books. Which leads me to the next point….
Develop a relationship with your customer. Don’t just be interested in getting them to buy your product. Ask yourself, “What does this person need and how can I help them?” Make your top priority learning how you can help each individual. This involves stopping the sales patter and spending time listening and asking questions. Ask them what is their biggest challenge. Too often we assume we know what people want without taking the time to ask and listen to the response. Zig Ziglar said, “You can have anything you want if you just help enough people get what they want” and I find this to be true every time.
Create a package. Ask yourself, “What do I have that will go together in a package? What can I add as a bonus? What is a theme that will give the package more interest? Can I give a discount?” People are just naturally drawn to not only getting a deal, but getting more, especially where there is a connection or theme.
Create and maintain a connection. Even if someone does not purchase your product, always have something to share. It could be information that they will find helpful. It could be a free sample. And while you are at it, look for a way to capture email addresses. If you have a website, this is your valuable free offer or lead magnet. At an event, the most effective way to do this is to have a give away where you will email the winner after the event, get an address and send them their prize. Once you have an email, stay connected with a regular newsletter that provides value (NOT pushy sales material) so people feel cared about, know how to contact you and buy from you in the future.
In his excellent book, Superfans: The Easy Way to Stand Out, Grow Your Tribe, and Build a Successful Business, Pat Flynn writes, “Instead of spending money on ads, spend more time on people. Instead of worrying about the latest growth hacks and strategies, worry about identifying and addressing the biggest pains and problems in your target audience. Instead of figuring out how to optimize your conversion rates, figure out the rate at which you’re able to connect authentically with your audience and make them feel special.”
Selling and marketing is not a one and done strategy. It is an ongoing process of learning about your clients and ever expanding your reach.
What have you learned about selling your product? I’d love to hear in the comment section.
Not sure what to do or where to begin? Here is my gift to you: Schedule a free Business Accelerator Zoom Call with me and learn the 3 things that are holding you back in your business and the one thing you need to focus on to increase sales, profitability and impact. Sign up here: https://bookme.name/dreamachiever
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Lynne Watts with Dream Achiever Coaching