MaximizationOfTheOnlineSalesProcess.pdf

MAXIMIZATION

SALES PROCESS

An Exclusive Strategic Profits Special Report

from Brian Johnson

OF THE ONLINE

Strategic Proits

100 NE 5 th Avenue, Suite B-2

Delray Beach, FL 33483

(954) 429-3114

GETTING INSIDE THE MIND OF YOUR PROSPECT

Doing business on the Internet means many things, but you can be certain of one

thing: you need to provide your prospects with many opions, at many price points

– to fully maximize the online sales engagement experience.

Unlike a business owner with a brick and mortar establishment, you can’t actually

see your prospect as he walks in the door. You can’t look at the manner of dress, the

car he or she drove up in; you simply don’t know a thing about that person – except

perhaps one undeniable fact: they are (to one degree or another) interested in your

products or services. That is to say, they’ve come through your virtual door, sight

unseen. Unless they’ve done so accidentally, which would mean they exit your Web

site or landing page within seconds of arriving. Even then, you can take acion to

capture their interest, and contact informaion.

Standard sales psychology notes six commonaliies shared by all consumers, online

or oline. Just for review – as I’m sure 98% of you have been introduced to these

points before, they are:

A Consumer’s Actions Conform to Those of the Group

A prospect’s acions are highly inluenced and dependent upon the collecive judg-

ments and acions of the group, or sub-group to which they have a keen sense of

belonging. What this means to the online business owner is this: you should have

as many features within your sales process as possible that allow users to be in-

luenced by group opinions – hence the long form sales copy with

dozens of tesimonials from saisied, enthusiasic purchasers.

A Respect for Authority

Usually, people listen unquesioningly to authorita-

ive igures. What this means for you, of course, is

that you need to posiion yourself as such an au-

thority igure, to catch the virtual eyes and ears

of your online prospects. This also means that

you should have someone or some organizaion

of recognized authority in your ield saying some-

thing posiive about your product or service.

Then the common strategy is to ofer a ‘free trial’

of your product or service, to facilitate ‘agreement’

between the authority, and the prospect. Such an agreement puts the prospect in

the same – psychologically speaking – league with the expert (which is a good feel-

ing). This state of mind leads, most commonly, to an upgrade by the prospect (now

consumer) to the paid version.

Dislike of Incomplete tasks

You know it and I know it; most of us are

really bothered by tasks – or events –

that are incomplete. When you have in-

complete tasks, you keep thinking about

them unil you complete them. It is easier

for people to remember and stay focused

to incomplete tasks.

“Pretend that every single person

you meet has a sign around his or

her neck that says, ‘’Make me feel

important.’’ Not only will you suc-

ceed in sales, you will succeed in life.”

~ Mary Kay Ash

Intolerance for Cognitive Dissonance

People get edgy when their beliefs don’t match their acions. They won’t rest unil they

resolve that conlict by changing their thoughts, beliefs or acions. It’s up to you to rec-

ognize those potenial points of dissonance, at be ready to miigate the fricion it cre-

ates for your prospect.

Meeting Needs

Whenever people buy something, they do it to get some need fulilled and/or to

eliminate some problem. There is a need they wished to fulill. That’s why a copy-

writer focuses irst on needs, not features. Needs are things like saving ime, spend-

ing ime with the family, knowing something, or achieving success. You only menion

the features of the product or service as a side item to seal the decision logically,

but the decision to buy will be based on emoions and needs.

Resistance

Most people ignore direct calls to buy something. While you eventually must ask

for the sale, unil the point where all your emoional and logical requirements have

been fulilled, you must look like a free informaion service or at least provide use-

ful informaion along the way even in your product informaion sheets. That’s why

we ofer free, instantly useful informaion, and let that lead subtly but persistently

to the sale. Consider our free report, The Uncer tainty Syndrome , or the ever-

popular Internet Business Manifesto .

Of course ‘free’ isn’t enough – your enicements need to be valuable; truly worthy of

the prospects ime to obtain and read. In June of 2008, we celebrated the fact that

our Manifesto had been downloaded by site visitors one million imes . That’s right,

1,000,000 people had traded their contact informaion for a copy of the report. This

simple fact allowed us to be a part of our prospects’ lives; not only through the re-

port itself, but through the email messages that followed, on a consistent basis. And

everyone knows, once you have entered their life, you’re accepted, and can then

work up to one or more sales during the lifeime of the relaionship.

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