Think Sell

Every once-in-a-while, I find myself slipping into a “telling” rather than a “selling” mode. I was reminded of that pitfall when I recently read an excellent article by Michael Masterson. He used an example of a letter that he sent to a client about a new idea that Michael received when he was in Paris. I am including the letter which he sent his client below.

James,

I have a great idea for you.

It's an idea I gave to "Peter" in London five years ago. He used it to create a $10 million business. Nobody is doing this in the States yet. You could be the first.

Here's what you need to know now:
It is easy to do.
It is perfect for you.
It is a clever twist on something you already know.
But it is much more powerful than what you are doing now.

I can show you how to implement this idea in less than half an hour. I can give you a blueprint you can hand to your key people so they will know exactly what to do. I assure you that you will have this up and running in less than two weeks. And if the results I've seen elsewhere hold true for you, your sales will increase by at least 300 percent by the end of the year.

One caveat: I like this idea so much that I'm tempted to give it to another client who has a similar business. I'm holding it for you -- but only if you can assure me you will give it your full attention.

What do you say? Shall we schedule a meeting to go over it?
Yours truly,
Michael

Notice four selling techniques which Michael used very well in this letter. First and foremost, he piqued interest. Starting with enthusiasm, he said that he had a great idea. James could be the first in the States to use it. Michael bullet-pointed for James “what he needed to know” prior to their meeting, explaining enough but not too much.

Then, Michael made the idea sound easy to James. Michael could “show him how to implement this idea in less than a half an hour.” Michael would also provide James with a blueprint and assured James that this idea could be “up and running in less than two weeks.” Finishing that paragraph with a bang, Michael stated that James’ “sales would increase by at least 300 percent by the end of the year.” You’d like your sales to increase that much, wouldn’t you? Of course you would. Any business person would!

Michael followed that powerful statement with a paragraph that creates urgency. Michael was thinking of taking the idea to someone else, but, if James is willing to give the idea his full attention, well, then, Michael will hold the idea for James. In other words, act immediately, James, or this is idea is gone.

Finally, Michael closed. If James responded affirmatively to Michael’s question about meeting to go over the idea, Michael had James’ first “yes” toward buying.

What would you have done if you had been in James’ shoes?

That’s what he did. James immediately called and scheduled an appointment for a week later. At the meeting, he came prepared with a tape recorder and took many notes. In the end, he bought the idea, and, as Michael wrote, the idea is already starting to work for James.

Using these four selling techniques, Michael persuaded James that buying this idea would be profitable. Reference this letter the next time that you want to sell a customer. Remember to pique interest, make it easy, create urgency, and close the sale.

Think sell, not tell.