How to Sell: The Most Important Thing to Know About Sales
When it comes to marketing and copy – and knowing how to sell…
The most important thing you need to know is…
Your customers don’t have a clue about what they want.
So it’s critically important that YOU know what they really want, so you can explain it BETTER…
And they BUY from you.
That's how to sell.
Let’s say you’re selling Ferraris.
The dude you’re talking to doesn’t want the Ferrari.
He wants 0-60 in 2.4 seconds.
So he can brag to his buddies.
He ALSO wants people to turn their heads when he drives by.
He wants his neighbours to envy him.
THAT’S what he wants.
Related: How to Write Sales Copy
Which means if you're wondering how to sell to him, look for the deeper emotional reasons. Even if they are superficial reasons.
Of course, you can’t necessarily call out his superficial ‘reasons’ for buying the Ferarri or you’ll offend him.
Or will you?
Learning how to sell is even easier if you know how to ‘read’ people when you’re in front of them…
Because that’s a whole other side of this marketing gig you’re in.
However, let me just say that I’ve been pretty successful in learning how to ‘read’ people.
That means I don’t need to know how to sell in the ‘textbook' way.
Same goes for you.
But let’s get back to this and your customer.
Your Customer Doesn’t Know What They Really Want
So you have to tell them in your marketing, in your copy, and when you talk to them.
It’s kinda like when you go to the doctor and you say “man, my side hurts…”
And the doctor says “…does the pain also shoot down your right leg sometimes?”
“YEAH!” You proclaim – and all of a sudden you trust the doctor can help you.
Related: Writing Copy That Converts
So the guy with the Ferarri doesn’t want ‘the best car wax’…
He wants a wax that makes his new car look all nice ’n’ shiny.
He wants a wax that is applied once and basically stays on for the whole summer so he doesn’t waste his Saturdays waxing, he enjoys his Saturdays DRIVING.
Can you see how that ‘best wax’ now translates into a BENEFIT?
The fictitious ‘Best Wax Company' might say something like:
“Spend your time driving – not waxing. Our wax becomes a part of your car – it’s the armour between your car and the harsh elements keeping your factory shine protected. You’ll repel dirt and grime from the road with only 1 application per year!!!”
I dunno, something like that.
But I'm sure you can see it’s NOT about the wax.
It’s about what the Ferarri dude really wants and how it makes his life easier!
So when you’re writing copy, make sure you understand the REAL emotional drivers of your customer – and write about THOSE!