HubSpot recently published a SlideShare presentation created by Doug Kessler that blew me away. Blew. Me. Away.
The premise was so simple: How do you make someone you have slowly nurtured through the sales funnel stop hemming and hawing and just buy already?
The answer, of course, is not what you think. Here’s what I learned, aka, the best free advice on how to quickly close a sale:
People are scared of change
People hesitate to buy because buying means change and people are scared of change (even if they have a high tolerance for risk). They are scared it won’t work, they’ll get fired, they’ll lose sales – you name it.
People need to be convinced there is no other way
You kind of have to scare even more them by convincing them “the world has changed in a real, undeniable, significant, and relevant way.” You have to help them realize there is no other choice but to change.
You need to provide evidence that change is real and undeniable...
Provide evidence in the form of data/statistics, third-party support (media, analystis, current customers), and a driver (what is causing the change?).
... and significant and relevant
Now you have to introduce the logic of the change. Show that change is inevitable and explain the consequence of not changing. Show them how the change will “rock their world” and show that the “impact is imminent.”
Do you know what you just did? You showed them that not doing anything is far riskier than taking action and buying. You just convinced them there is no other way.
Create content that does all of the above
Your content has to:
- be direct and assertive
- start with what potential customers already know about the situation
- build your argument in a straightforward, linear fashion
- be supported by data
- ask for the sale
- make right now seem like the best time to act (highlight the cost of delaying
This is simple, beautiful advice. Go use it, and come back and let me know how it worked by leaving a comment in the box below.
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