The Four Secrets Of Selling
By Dustin Briley
Very few entrepreneurs are naturally good at selling. And really, there’s no reason you should be. It’s not a skill you’re taught in school, so why would you know how to sell? You know how to run a business. You know how to solve people’s problems. But you never learned the art of the sale. You’re in the same boat as thousands of other entrepreneurs. 

It’s nothing to be embarrassed about or ashamed of. But it is a tremendous opportunity for you to grow your business. Most entrepreneurs (you included) could massively grow their businesses if they simply learned the art of the sale. 

You have all the other elements needed for a successful business. You’ve got qualified leads and a highly-effective automated marketing funnel. You’ve already built a successful business. All you need is to learn how to make the sale when the time is finally right. 

The good news is that selling isn’t particularly complicated. If you know the right tactics and methods, it becomes as simple as following a roadmap. 

In this article, we’re going to give you four tips for how to significantly increase your sales conversion rate. We’re going to break down the what, why, and how of selling so that you can skyrocket your revenue. 
Tip #1: Focus On The Prospect
We can’t stress this enough. It’s absolutely critical to remember that, in reality, the prospect doesn’t care about you. At least not much. And they don’t really care much about all the special features of your product or service.

What do they care about?  

Whether you can help solve their deepest pain points.  

When selling your product or service, it’s so easy to get caught up in all the nitty-gritty details. To focus on the features or the data or the crazy process you had to go through to develop your product.  

And while these things matter, in the end, they’re not that important to the prospect.  

People buy because they think it will make their life better. They purchase because they think that what they’re buying will solve their problems. Not because of features.  

This means that the number one focus of any sales presentation should be how you will improve the person’s life. Did you catch that? From start to finish, your sales pitch needs to be about solving problems.  

Will you touch on other things? Sure. But every talking point should somehow be related to the main goal of making the prospect’s life much better. Focus on them and your conversion rate will go way up.  
Tip #2: Tap Into Emotion
Buying is almost always an emotional endeavor. We buy because we want a better life and believe that the product or service we’re purchasing will solve our deepest pain points. If you want to increase your sales conversion rate, you need to tap into the pain someone is experiencing and paint a picture of a better life.

How do you do this?

You listen carefully as they talk, picking up on any words they use that are laden with emotion. Then you help them identify the true problem they’re facing, as well as educate them on the solution. You also need to help them clearly understand what they will need to do in order to solve their problem. 

Contrary to the common understanding of sales, it’s not push, push, push. You’re not trying to manipulate someone into doing something they don’t want to do. Rather, sales is about coming alongside someone who is struggling and helping them solve their biggest problems. 

One of the best ways to tap into emotion and help people realize the depth of their problem is to simply ask questions. 
  • Are things going as well for you as they could be? 
  •  Are you happy with the current state of your life/business?  
  •  What would it look like if [big problem] was solved?  
These questions help the prospect see that, unless things change, they’re never going to get where they really want to be. As we like to put it: emotion leads to motion. 

In other words, when a person feels both the emotion of being stuck where they currently are and the possibility of a better future, they’re much more likely to take action.  
Tip #3: Help The Prospect Identify Their Goals
If a person doesn’t know what they want out of life, they’re not likely to make changes for the better. One way to significantly increase your sales conversion rate is to help prospects identify their goals. In other words, you want to help them get clear on what they really want out of life/work. 

This isn’t complicated. It simply involves listening carefully as a person describes their current situation and then asking the right questions.  

Consider asking things like: 
  • Where do you want to be 1, 3, or 5 years from now?
  •  What gives you the most joy in life/business?  
  •  How can you get more of what makes you happy?  
  •  Will your current path help you get to where you want to be?  
Again, you’re not trying to manipulate a person into acting against their will. Rather, you’re trying to help them see that what you offer can help them achieve their biggest goals.
Tip #4: Create Urgency
There will be some prospects who, for whatever reason, need a bit of an extra push to actually make the leap. This is where creating a sense of urgency can be helpful. Now, to be clear, we don’t recommend creating false urgency, like those businesses that run “doorbuster” sales every two weeks. That’s simply lying. 

Rather, we recommend creating urgency either in the way you run your own business or in the way you frame the conversation. 

If you can only work with a certain number of people during a given time frame, you can use that to motivate potential prospects to work with you. You can’t work with everyone all the time, and so you must limit how many new customers you take on. This creates urgency for the customer to purchase from you. 

A second way to create urgency is by helping the prospect understand the consequences of not taking action. If they don’t take action, nothing will change. They will still face the same problems, they won’t achieve their goals, and they won’t be able to live the good life that they envision. Speaking in these terms really does give them a sense that they need to act right away.
Selling At People Vs. Selling With People
One of the reasons some entrepreneurs struggle with sales is that they feel like they’re somehow taking advantage of a prospect. This is the difference between selling “at” a person versus selling “with” a person. 

When you’re selling “at” someone, you’re trying to manipulate them to buy from you, and you’ll use whatever shady tactics are necessary in order to make it happen. If this is your strategy, you should feel uncomfortable about selling. After all, you are, essentially, trying to take advantage of people.  

Selling “with” someone, however, means coming alongside them, listening to them describe their problems, and then coming up with an effective solution to their problems. Yes, you’re selling something, but it’s so that you can help the person. And if you’re not a good fit for the person, you’re honest with them about that fact and don’t try to make the sale.  

If you struggle to make the sale, then change the way you think about selling. Think of it as adding value to a person rather than taking money from them. Because that’s what you’re really doing.  

Sales is ultimately about helping a person live their best life. And when you think about it, it’s quite a privilege to get to be part of that process.  

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