How to ‘reorganise’ the way you make money

How to ‘reorganise’ the way you make money

Dear Ab Khalid,

You’ve got your product or service...

And you want to sell it, right?

Your first thought is to show customers what you’ve got.

Then you explain why they should buy it.

And then invite them to buy it.

Sounds about right?

It’s not.

Understand what I’m about to tell you and you’ll immediately increase your ability to sell your product or service...

You’ll be able to make more money for your business.

OK. So conventional wisdom suggests we follow the process I just mentioned. Jay Abraham calls this process ‘present, qualify, close’.

You ‘present’ your product, you ‘qualify’ its value, and then you ‘close’ the sale.

But with Jay’s help, we can chuck that conventional wisdom in the bin.

There’s a much more effective way of doing it...

Qualify, pre-‘close’ and then present.

Now, on the face of it, that might seem a little backward.

But let’s work through this...

If you present your product or service up front, what’ll happen?

People will make a yes/no decision straight off the bat.

It’s 50/50 and at that point you’ve got nothing to influence your potential customers’ decision either way.

You’re going to loose a lot of potential customers.

But if you begin by qualifying why someone might want your product or service, if you explain how it could provide a solution to a problem they might have, you’re not only delaying the 50/50 decision...

You’re influencing it.

If at this stage you were to ask who was still interested, you’d likely be around 80/20 to the positive.

So, at this stage do you present the product or service?

No.

You ‘pre-close’. And what I mean by that is: you give your assurance and guarantee that should the potential customer wish decide to purchase your product or service, their purchase would be protected.

For me, this is an important stage...

Without that guarantee, my defences automatically go up. I start thinking ‘how come there isn’t a guarantee, what’s being hidden from me?’

If you’re like me, you’re the same, right?

Sure, there are a few exceptions. But in my experience, 9 times out of 10, no guarantee means there is something wrong. It’s one to avoid.

Right, in this new process, so far you’ve qualified why someone might wish to purchase your product or service and you’ve assured them that they are safe to do so.

Psychologically, as the potential customer, I’m now thinking ‘OK. Sounds like a good product. And I know if I choose to buy it, I’m guaranteed. So what it is?’

Bingo. Here’s where you present.

Show what you’ve got.

And can you see how by reorganising the process you’ve changed it from a 50/50 decision on the customer’s part to something closer to 70/30 or at least 60/40?

As I say, if you see how and why this works, and if you reorganise the way you sell your product or service to follow this new process...

You will increase your ability to sell, and you will make more money for your business.

Best wishes,

Glenn Fisher
Your Editor
Shortcut Bulletin

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