Dear Friend, in business, as in life, there's a lot of misinformation that is hurting your chances for success. People will say something to you or you'll read something somewhere that looks 'pretty good' or sounds true, but it may only be partially true or an outright lie.
How can you tell?
Here's one way: Question EVERYTHING
When you make a decision based on misinformation, you are making a decision that will hurt your business in one way or another, maybe even permanently. The larger the decision and the larger the amount of misinformation you receive, the larger the potential harm the decision could be to your business. Some misinformation could be so harmful that it could put you right out of business.
As an example, here's a small bit of misinformation you may have mistaken for the truth at one time:
"People hate to be sold on anything." How many times have you heard that? Well, I'm here to tell you it's a lie. How about this one: "People hate to be sold, but love to buy". This statement is a half-truth. It's true, people do love to buy things for themselves and as gifts. But I'll show you that they also love to be sold. In fact, everyone loves to be "sold" because when people are being "sold" on something, they are following and doing something that gets them closer to what they "want". But anyone who starts out in business may believe that "people hate to be sold" is true and make decisions that affect their business based on this misinformation.
On the other side of this coin, there are also a lot of entrepreneurs who hate to sell. They hate being pushy or believe they need to be pushy in order to make sales. That's also not true. If you're in this category, then this short report will be like a breath of fresh air to you.
The truth is: Selling is not difficult. If it appeals to people, has value and you've made it easy to purchase, people will buy from you. There are some people who will buy your product or service if they have the smallest interest in it just to satisfy their curiosity. It truly amazes me what people will buy. There are some people who are compulsive buyers. Make them just about any offer, and they'll order if they trust you. But they will only account for lout every 10,000 customers.
Selling on the Internet isn't much different than selling through the mail or television or radio. You may be really lucky and get as many as 1 in 10 visitors to your web site to order something. If you do, you will be considered one of the top marketers' on the net. The real expert marketer takes that small flame of interest that's inside your potential customer and fans it until it becomes a burning desire that can only be satisfied when they have purchased your product.
Using the following methods in this report can help your potential customers become actual customers, with very little effort on your part. Potential customers will be drawn to your products and services almost like magic.
Why People Buy A Product Or Service
This is not something people talk about at polite social events. You're not likely to hear about it at your son's soccer or your daughter's softball game. Even your best friend will not discuss it, if they even thought about it, with you. Not one in a thousand books will ever mention it. But it is the very foundation of 'trade' and business success!
To understand what I am about to say, you have to be a student of human nature or at least you need to have some understanding of it. I'm not a psychologist. I only know what I see and observe. And I have been a life-long 'student' of human nature. It doesn't take a genius to understand this, but once understood it will change the way you do business forever!
Read this slowly. It's not as profound as it is insightful. This is what I call the "The ONE Secret That Will Help You Sell Anything to Anybody": THE ONE SECRET: "98(% of all human beings buy products or services emotionally and then justify those purchases logically." You may have heard this before. You may have even understood it. But I doubt you have fully comprehended the total significance of it.
What I'm going to do is OPEN YOUR EYES; illuminate this truth so that you'll never forget it.
Let's take it one step at a time. I'll provide examples as we move along, as well, to help drive home the more important points. Keep an open mind and try to recognize yourself in the following examples.
We Are Emotional Creatures
We are emotional creatures. We think emotionally, act emotionally and make decisions emotionally. If you ask your spouse why they bought that new coat, they will say, "I need it!” of course. But if you ask them what their thought processes were before they made the decision to buy, it will be a surprise to them what little logic actually went into that buying decision!
Let's take as an example the decision to purchase a new automobile. Now, a large ticket item like that is obviously a very serious financial commitment and should be done with all due diligence! We'll start from the very beginning of the buying decision through post-purchase.
A Typical Buying Decision Process
Think about the last car you bought. Do you remember what your thoughts were? Do you remember what you felt when you first started looking for a new car? Most people will begin to feel somewhere inside like they want a new car, but will express to themselves and others that they need a new car. 'Need' is a 'logical justification' and 'want' is emotional. No one wants to be thought of as 'emotional' so they use 'logical' words and expressions to describe their purchasing habits.
Just to prove that 'want' is an emotional term-did you ever see a child, who is really just a little bundle of "wants", ever say, "Mommy (or Daddy) I need a new skateboard. My skateboard would cost more to repair than a new one and I would still have an older skateboard that will probably be in need of many future repairs. I've completed an entire analysis on the cost effectiveness of a new purchase. Here's the spreadsheet. Also I completed a matrix of options and features that would be beneficial…"?
Does that sound like any child you've ever been around? Probably not. What do children usually say when they want something? "Mommy (or Daddy) I need a new skateboard! Please, Mommy, buy it for me! I really need it! All my friends have new ones, why can't P I'll take out the garbage for the next year, promise! Just get It, please!!”.
What's interesting about this one-sided exchange is that:
1) The child wants it-even if they already have a fully functioning skateboard in good repair and;
2) He (or she) is willing to do something they hate, loathe, and detest in order to get it!
When we grow up do we really change any more than the little boy or girl who wants a new skateboard? My opinion is that we don't change that much. We still want what we want. Your customer who wants to purchase some information on home gardening or to learn how to save money on taxes or a number of other "wants" is just like that little boy who wants the skateboard-he just wants it! And he'll do almost anything to get it, if he wants it bad enough.
He will justify the purchase by saying that it will 'save them money' or 'make them money', etc, but the truth is people will buy things they don't need just to satisfy a desire that can't be extinguished any other way. Adults control their emotions a little more than children (at least some do), to be socially acceptable and responsible ... but they still want what they want! And, they will do almost anything (hopefully legally) to get it.
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