In this Chapter we learned Seven Important Axioms.
Axiom Number Fourty-Nine – A SALES SITE’S JOB IS TO SELL!
You must have an understanding of both the DYNAMICS of Making a Sale AND the PSYCHOLOGICAL Aspects involved in Order to Build Your Sales Site.
Axiom Number Fifty – THE STRUCTURE AND THE VERBIAGE OF YOUR SITE ARE THE TWO BIGGEST CONTRIBUTING FACTORS TO THE PERCENTAGE OF SALES YOUR SITE WILL CLOSE.
Your SITE must be STRUCTURED and the VERBIAGE must be CONSISTENT with the PRINCIPLES AND DYNAMICS of the MAKING of a SALE.
Axiom Number Fifty-One – MAXIMIZE YOUR SALES-T0-PROSPECT RATIO
ONCE You have a PROSPECT at YOUR SITE, YOUR SITE IS RESPONSIBLE FOR MAKING THE SALE. YOUR SALES-TO-PROSPECT RATIO WILL IN LARGE PART DETERMINE THE AMOUNT OF GROSS PROFIT THAT YOU GENERATE.
Axiom Number Fifty-Two – EACH AND EVERY STEP OF A SALE IS CRITICAL TO THE OUTCOME OF THAT SALE.
There are TEN SALES in EVERY ULTIMATE SALE, and You need to make SURE that EVERY STEP CLOSES THAT DOOR AND LEADS YOUR PROSPECT DOWN THE HALLWAY TO THE ULTIMATE SALE.
Axiom Number Fifty-Three- THE DYNAMICS OF A SALE ARE BASED IN TWO AREAS – LOGIC/REASON, AND EMOTION/FEELING.
YOU MUST ADDRESS BOTH SIDES OF YOUR PROSPECT AND ANSWER BOTH QUESTIONS:
WHAT DO THEY THINK OF YOUR OFFER and
HOW DO THEY FEEL ABOUT YOUR OFFER
Axiom Number Fifty-Four – BE CLEAR OF PURPOSE AND DEVELOP INTEREST
In Your Conversation with Your Prospect, they MUST BE TO UNDERSTAND EXACTLY WHAT YOU ARE SAYING and You must say it in a way that is INTERESTING, INFORMATIVE AND ENTERTAINING.
Axiom Number Fifty-Five – AS LONG AS THEY ARE WILLING TO LISTEN, YOU MUST BE WILLING TO TALK
WHEN YOU GET DOWN TO THE END OF THE MAIN PAGE OF YOUR SALES PRESENTATION, OFFER YOUR PROSPECT THE CHOICE OF “CLICK HERE RIGHT NOW TO ORDER” or “MORE INFO”.
This Chapter was an Education in the SALES PROCESS. Part of what goes in to GENERATING YOUR DESIRED AMOUNT OF PROFIT is directly related to Your SALES-TO-PROSPECT RATIO. The purpose of the Information in this Chapter is to give you the KNOWLEDGE that you need in the area of UNDERSTANDING WHAT GOES IN TO THE DYNAMICS OF MAKING A SALE.
Once you understand the Dynamics of a SALE and the Psychology of the thought process of Your Prospect, you will be MUCH MORE EFFECTIVE in creating YOUR SITE to MAXIMIZE THE SALES-TO-PROSPECT RATIO.
We discussed that SUCCESS comes from several key factors including:
- HOW MUCH TRAFFIC YOU DRIVE TO YOUR SITE
- HOW MUCH OF THAT TRAFFIC IS QUALIFIED, and
- HOW MANY OF THE QUALIFIED ONES YOU CLOSE!
There are TWO CRITICAL FUNDAMENTALS that go into the making of YOUR SALES MACHINE:
- STRUCTURE AND
We determined that Your Close rate is the best it can be when your:
- Site is STRUCTURED properly
- Verbiage is correct
- The Market you are attracting are interested
- Your Offer has Merit
- All of the Components of a Successful Site are present.
We said that these components include:
- A Secure Site
- Enough Credibility for a Prospect enough to buy
- A sound money-back guarantee
- A professional and competitive Site
- Links to and from Credible Sites
We said a Sale can be represented by a long hallway with a bunch of doors, and the job of the Sales Site is to CLOSE THOSE DOORS.
- WHAT ARE YOU OFFERING?
You have 3 seconds to IMPRESS and CLEARLY ANSWER WHAT YOUR SITE IS ALL ABOUT
- PERSONAL CREDIBILITY
YOU MUST BE BELIEVABLE AND CREDIBLE IN ORDER FOR A PROSPECT TO WANT TO PURCHASE FROM YOU
- CLEARLY IDENTIFY THE SITUATION THAT IS OF CONCERN TO YOUR PROSPECT
DO NOT RUSH INTO THE SOLUTION BEFORE YOU HAVE CREATED THE NEED FOR YOUR INFORMATION, PRODUCT OR SERVICE
- PROPOSE YOUR SOLUTION
Make sure the timing of the Proposal of Your Solution is in accordance with the Principles of the Dynamics and the Psychology of Sales.
FOUR ELEMENTS OF YOUR SALE IS TO IDENTIFY WHY:
- YOUR OFFER HAS MERIT,
- YOUR OFFER HAS VALUE,
- THEY NEED TO ACT NOW, AND
- WHY THEY HAVE NO RISK
We then identified the Five most common OBJECTIONS:
We determined that Need and Cost appeal to a Prospect’s sense of LOGIC and REASON, while Credibility, Skepticism and Risk appeal to a Prospect’s sense of EMOTION and FEELING.
We determined that we need to be sure that our Sales Site addresses both sides of an individual, the LOGIC/REASON side and the EMOTION/FEELING side.
The Two Psychological Aspects that drive the making of a SALE can be represented in TWO QUESTIONS:
- “WHAT DO I THINK ABOUT THIS OFFER?” and
- “HOW DO I FEEL ABOUT THIS OFFER?”
In Chapter Eleven, we will discuss taking the Principles we have learned here in Chapter Ten, and tying them in with the verbiage that is needed in order to create a Site that is CAPABLE of CONVERTING PROSPECTS TO SALES!