9. Why People Visit But Don’t Buy
They want to think about it til later
They don’t have the problem you
solve or it isn’t urgent
You stand out from everyone else
They don’t believe you
Your offer isn’t worth the price
to them
Problem
Promise
Proof
Irresistible
Action
Desperate
Unique
Immediate
Overwhelming
Offer
10. The 5 Principles
• Desperate Problem
• Unique Promise
• Overwhelming Proof
• Irresistible Offer
• Immediate Action
12. A Dentist
• I’ve got a toothache and it’s driving me crazy.
• I can’t sleep I can’t eat, I really need this
sorted out now.
13. An Airline
• I’m buy 75 aeroplanes and I need to get the
best deal possible.
• I’ve got the board of directors, investors and
shareholders breathing down my neck
14. For your business
• I’m an X and I’m looking for exactly the right Y.
• I’m concerned about A, B and C and I’m
overwhelmed by the choices out there.
16. Unique Promise
• What Will They Get?
• How Will it Make Their Lives Better?
• How will you Help them Make the Right Choice?
• How soon will They See Results?
If not, can you reorganize the sales presentation to focus on a problem people feel is desperate, urgent, or vital to their life?
I’m a…. And I’m looking for exactly the right/the perfect/fastest/most efficient/the best/uniquely tailoredI need a … that… but I’m concerned that….I want toI’m concerned aboutI’m tired ofAnd I’m particularly interested in I'm simply overwhelmed/confused by the choices,EXACTLY FOR MEWhat are their concerns, what are they frustrated byAgitate the problem
This promise must be a benefit the customer wants and it needs to be unique from what the competitors offer.
GeneralSimple Clean EasyWhat specific feature/benefit combination can you highlightCure rather than preventionStrong brand implies trust and acts as a promise What Will They GetYou will GetDiscountsavingsYou will learnIt coversBrandsWhat you won’t get with competitionalternativestraditional solutionsComprehensive programDo X and Y will happenClose the gap/overtake your competitorsYou will get access toAssessment toolsWhat you won’t get – No hospital stayHow will you educate the customer How Will it Make Their Lives BetterAllows you toYou will preserve yourYou will enjoyWe understand your needsYou will look better (designer) – self imageYou will eliminateimprovements toconfidence, selfesteem, mood, and performance"Make your life easierEase of UseNot your fault How will you Help them Make the Right ChoiceFind exactly the rightTailored for youSport specificDesigner specificHelps you chooseOne of its kind We will guide youDedicated personYour unique needsCustomized recommendationPersonalizedTo fit youHow will you work for your customer?Specialists in an area – this is all we do How soon will They See Results?Specific time period – relief in less than 1 weekTimeframesWhen can they get the results - immediately How long will it last – permanentlyQuick way to discoverin just two simple steps Will be Covered in OfferReduce RiskGuaranteed Results or your money backProtection from something - 100% safe No flame, lead, or soot
This includes testimonials, specialization, studies, background information, case studies, demonstrations, guarantees, specifics, reasons why, understanding their disbelief, admitting a fault
Will it be more painful to ignore your offer and go about their day than to exchange their money for it?Is it totally risk free to them? Is it an amazing bargain for the value at this price?What’s IncludedDiscount or PremiumPaymentDeliveryReturnsGuaranteeCustomer Service
Would it motivate a lazy person to jump out of bed in the middle of the night to take action before the deadline is over?
