The BIGGEST lesson I learned on how to sell online…
…is not to sell.
More in a minute.
Because I fell into the trap.
The trap of doing everything everyone else is doing.
I tried frameworks and templates on how to sell. Just like they told me.
I even paid for professional speaker training. Learned how to “transition” from teaching to selling.
So technically…I know how to sell online.
But when it came to delivering…different story.
In fact, after learning one particular pitch strategy – I did a live presentation the very same week.
To this day, it’s the most embarrassing talk I ever gave. And I give a lot of ‘em.
It was the first and ONLY time people actually got up and left during the pitch.
It was so bad, the organizer, who knows me really well, came over and said “I don’t know what you did, but don’t ever do it again.”
That was the last time I followed anyone’s exact script on how to sell online
Now.
This is all my fault.
I’m not blaming anyone in particular. It’s not the frameworks or templates.
FYI. I LOVE frameworks and templates. I use them with every coaching client.
But Jordan Belfort I ‘aint.
Haven’t even seen the Wolf of Wall Street movie.
If I’m gonna sell you a pen, I’ll wait until you NEED a pen.
Which is my point.
People hate being sold.
But they love to buy.
People want to feel like they are a part of the decision process.
They don’t want to feel like they were steamrolled into a purchase.
Do you?
So what's the best advice?
I'm asked HOW to sell online without doing the same thing as everyone else all the time.
I dropped a clue above.
Did you catch it?
Here’s a hint: I’ll wait until you NEED a pen.
Let me explain how to sell online with an example:
Let’s say someone sells insurance.
I’m sure you agree that most insurance agents use fear as the motivator.
“You need to buy insurance. What if you leave the house today and get hit by a bus? Does your wife know what to do? Does she know where you keep all your stuff? What about the kids? How will they be taken care of?”
But you’re in decent health.
You’re still fairly young.
“Insurance is for old and sick people” you believe.
(hint – knowing what your market believes is a CRITICAL element on how to sell them what they NEED – but that’s for another time)
Onward.
So, instead of chalking you up as a dead lead (pun intended) the insurance dude puts you in a nurturing sequence.
But it doesn’t sell you insurance.
The emails are not filled with
“Buy this now.”
“It’s going away.”
“You’ve got 3 hours left”
“Last chance”
No.
Instead, they educate you
It’s low key. Every now and then, you get the odd nudge – “hey Joey, whenever you’re ready for insurance, lemme know.”
You still with me?
Good.
Even though you get the odd offer, you’re still not READY to buy it.
Until one day your best friend has a heart-attack.
Done. Over. 50 years young. (true story btw)
All of a sudden, insurance doesn’t sound like a bad idea. Neither does that fitbit.
Are you gettin’ this?
So what do you do?
You go look for that insurance ‘newsletter’ you’ve received every month.
You make an appointment with the insurance dudette…and everyone’s happy.
She makes the sale.
YOU feel great because YOU made the decision. Not her or her fancy salesmanship.
And you feel even greater because you are now protecting your family.
Anyhoo…
Long post to make the point that you don’t always need to “sell the pen” the way everyone else does.
Especially shoving the pen in their face until they buy it.
It’s so much easier when someone walks in and asks “do you sell pens?”
Understanding what your customer wants is the key to everything.
Lemme know if this makes sense or you need any more help with it.
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