Hi folks, Dr Ro here. I wanted to talk about the subject relating to sales.
It’s an area that I’ve been involved with for many years as part of the businesses that I run and over the years I have been privileged enough to be involved in generating millions and millions of pounds worth of sales and globally actually.
I have some experience in this being around as long as I have been, but also dealing with so many different types of human beings and the decision process they make when it comes to buying a product or service.
So, as much as I love my inspiration and the work I do in terms of communication and intervention, there is a big part of what we do in business is actually helping people make decisions about buying something that is beneficial to them.
I wanted to share a few insights with you because I think we’re moving into a new era in the way things are sold, particularly online.
Those of you watching this and you want to communicate your message in an effective way and it might be you’re hitting blocks or you’re finding it a bit frustrating because you’re not necessarily hitting the mark with how to convert people and create those sales.
I just recently coached somebody who does online webinars and workshops, and he went from a really low conversion rate like 2%, 3% or 4% and where he’s been now hitting 50%, 30% and he’s super excited and that’s simply because of some of the tricks and techniques that I taught him.
When I say tricks these are really strategies that make him aware of how to deliver his content, which is great value in a way that the other person understands its value, because it wasn’t like he was selling something that, for a price that didn’t have any value.
It had immense value but it was the approach. It was the timing. It was communication skills. We’re in a period now where it’s so important to sell with authenticity. If you haven’t watched or listened to our latest podcast on authenticity you’ll love that. When you’re selling something, think about the customer’s perception. This is all about the customer’s perception, this is the key thing I want to get across.
Most people will use logic and try to logic their customer into a sale, but the logic is something has no value to the customer unless it has some context on how it fits into their life. Without that context, they can’t necessarily justify the purchase.
For example a lawnmower so you’re going to logically say this is a great lawnmower it has a 600 wide cutting capacity and logically that’s going enable you to do less cuts during the course of you cutting the lawn and so you might spend a little less time cutting the lawn logically. The way the blades are designed they’re self-cleaning, so you’ll spend less time there.
Someone goes that’s interesting. But you put this in context, and you say for example, if you’re somebody who is very busy and maybe you’ve got a family and you value spending more time with your kids and you do cutting the grass. What we discovered is with this particular product, that the average person is saving approximately 50% of their time cutting the lawn. Now imagine that you are spending six hours a month cutting your lawn that means you’re saving three hours. What could you do with three hours with your kids?
Think about the time you wanted to go to the beach, but you couldn’t because it was too late by the time you finished cutting the lawn. Getting those three hours back gives you an opportunity to go out and spend more time with the kids. That if you like, is a contextual thing, so you’re not just giving them the logic of what you’re describing with a lawnmower you’re actually giving them context in their own real life because people want it to feel directly applicable to them. What you don’t want them to do is say so and might like this product. They got off and didn’t buy it, that’s the first thing. The second thing is value versus detail.
A lot of people start to describe the details now of this product. It weighs this much, it folds up and it can be put away and hung really easily in your shed and the blades are easy to replace.
There is all this technical detail, but the problem with the features is the features are not describing the benefits or value to the customer. But now let’s say you’re somebody that is weighing up maybe I should get someone to just cut the lawn for me.
That might save you time and you say but how much do you pay someone to cut the lawn? Maybe it costs you £25, but after they’ve done 10 cuts that is £250 let’s face it during the summer months the grass grows very quickly and you might be spending £250 every couple months or whatever the stats are for your particular product and service and what people are paying in the marketplace as a comparable year.
We’re putting some value to a financial level here versus the features. The product itself is £65. You could cut the grass with your lawnmower in 50% less time, have more time with the kids and it’s a £65 purchase. If you get someone else to come in to save you that time to have more time with the kids, it’s going to cost you approximately £150 – £250 per month depending on how big your garden is, if you do the maths on it.
Whereas once you’ve bought this product once the blades don’t need replacing as they’re special self-sharpening blades for approximately a year. Imagine how many times you could cut with that same lawnmower, you’re going to save yourself thousands of pounds.
Now you’re starting to show them that, so they’re weighing up the value. The context is saving time against the kids. This is what they want. They want real context. Somebody wants a hole they’re not looking for a hole what you’ve got to show them is you need a drill to create the hole.
You have to show them what they need to achieve that end result. These are the subtleties of the sale, then you have to use a language that is relatable to them. This is where communication comes in.
Think how much business you probably lost through just not knowing some of the subtle tricks to communication, subtle techniques to communication, subtle ways to position somebody to grab their attention, to hold their attention.
How is it that most people spend three to 10 seconds looking quickly at an advert and then passing into the next one? What if you’ve got a product or service that you are pumping out through the Internet through social media and you’re wondering why you’re not actually getting the traffic or the business?
For example, we just launched our CWI to take the test. We had 500 people take the test. We had 75% or more conversion people taking the test. That’s ridiculous. Most people doing this type of thing get a tiny conversion, we managed to do that with the process of very much what I teach you.
Contextually, how much business are you losing by not knowing how to grab people’s attention? What if you could move your conversion rate, maybe 10% to 50% now more people are stopping watching your advert, listening, leaning forward. Now you’ve hooked them because you’ve got great value, but this is about how you language it, how you articulated it, how you hooked them with certain techniques and this is where we go through the CWI process we show people how to do that.
Another example, I’m using language that you can relate to. If I go too hyperbolic with you, you’ll get confused so keep the language simple and communicate in such a way that grabs their attention and finally makes it memorable. I don’t know what it is you do, if you’re a property investor and you raise money with angels. I don’t know if you’re selling widgets, gadget books, you’re writing things, video programs, or it might be a business or job or whatever and you’ve got to sell yourself.
The key thing here is how do you feel at the end of the year, knowing that 50% of the people you spoke to slipped through the net? Imagine that at the end of the year how much revenue that is generated for you and you could’ve raised for charity, or how many lives you could have changed that suddenly becomes memorable.
So, to me, communication is the new currency. It’s the currency of exchange of ideas, the currency exchange of service or product of value and that value to you is worth millions of pounds.
Had I not learned this early I literally wouldn’t have made the millions of pounds I’ve personally made. This is just to say to you that you can do this, but you’ve got to understand this process with your clients.
Context versus logic. Value versus detail. The language keeps it simple and communicates effectively and finally makes it something they can remember. Consequence is a good way to make it memorable.
If this then that, you don’t want that. I don’t want that. Okay, what do I want? I want to get the result, right here is the solution to that.
You make it memorable and you offer them a solution.
I’m signing off now.
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