Selling is a tough job, and sometimes you may need to
appear tough in order to get the sale.
As a salesperson (whether in person or in print) you don't
have to appear to the customer as being needy of the sale.
Many times, the opposite can work quite effectively, that
is, to make the customer think of purchasing your product
or service as a special privilege.
Here are a number of ways that you can "bully" the customer
into buying from you.
1. State that only a LIMITED number is available.
This is a commonly used technique to push the customer over
the finish line. Presenting your offer as limited in
quantity nudges the prospect to act now since the offer may
not be available later. Companies that manufacture luxury
line vehicles often use this technique by manufacturing
only in small batches. Think of Harley Davidson motorcycles
for example. Only a limited number is manufactured so as to
keep the price high.
A limited time offer works just as well, even though it is
less compelling since the buyer may still procrastinate
depending on the time window that is given. On the other
hand, a limited number offer may go at any time. This
places a bit more pressure on the prospective buyer.
2. Place pre-qualifications on the prospect before they can
Many business opportunity type offers normally indicate
that the company is looking for a "few top leaders" in a
particular geographic area. You are then required to call
and listen to a recorded message that will further
'qualify' you to work with the company. In this way the
rejection is placed on the side of the customer not the
Another slant to this same technique is to simply state
that this offer is not for everyone. And only a few special
people will recognize the offer for what it is. This of
course appeals to the person's ego and pride. Again they
are placed in the defensive position not the seller. They
are the ones on the rope.
3. Show how most people will grab this offer.
This appeals to the "band-wagon" or "herd instinct" that is
common to us as humans. We don't want to be left out of the
new trend or crowd. It's all about 'keeping up with the
Joneses'. Show how thousands have already ordered and how
your operators cannot keep up with all the calls coming in.
Any statement which can show that other people are flocking
for this offer will work here.
4. Demonstrate very strong credibility in your copy.
By showing all the years of experience you have under your
belt and the many authority figures that recommend your
products, you can bully the customer into submission. The
customer feels that it will be very foolish not to trust
you when all these other top authorities do. Having someone
whom the potential customer admires and respects endorse
your product can create the magic here.
5. Show that you are not desperate for the sale.
This is another technique that can place the customer at
ease or on the defensive. Here you want to indicate that
you're already doing so well (mostly from the benefits
you've derived from the product) that the small investment
they are making will make no big difference to you. This
may seem at first to be counterproductive but it works!
Again if the prospect ever senses that you're just dying to
get that sale you can scare them away.
Another way of stating this is to show that you're actually
creating competition for yourself by sharing this product
6. Tell them what will happen if they don't get your
Most likely your product is satisfying a need or solving a
problem otherwise you'll not be selling it. So you can
heighten the prospect's awareness of the problems that
they'll continue to have if they choose not to purchase
your product or service. Here is where you really want to
'rub their faces in the mud'. Spell out, in no uncertain
words, the pain they'll endure and the loss they will
These six approaches are all based on a deep psychological
principle that controls us all - Our desire heightens for
whatever is denied us or just appears to be denied us.
This reminds me of the story I read some time ago of a
small hotel that had problems with guests fishing from the
balcony despite clear warning signs to the contrary placed
in all the rooms. In a simple experiment, the hotel
management removed the "no fishing" signs and the problem
practically disappeared overnight! I guess that the thrill
of fishing from the balcony vaporized with the
signs-fishing was no longer denied.
Try making your product or service appear 'denied' to the
casual prospect and see what happens to the dollars
'fished' out of your advertisement account.
It's about time to go out there and be a respectable
(c) Copyright 2004 by Chris Coffman
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