| Raise your hand if you enjoy selling a product or | | | | emotional statement "...and they become so |
| service to friends or acquaintances in social situations. | | | | overwhelmed and frustrated that they decide not to |
| My guess is that most people find the idea repulsive. | | | | do it at all." |
| Well, it just so happens, the single most effective | | | | Get them to agree that they can't take care of the |
| sales tactic is face to face encounters; not TV, radio, | | | | problem themselves |
| direct mail or anything else. When you start a | | | | You need to get people to realize they have lived |
| business, you have to put the odds of success in | | | | with this problem and they haven't been able to |
| your favor, and that means selling to everyone you | | | | solve it on their own. It's like the first step in any |
| know or meet. The good news is that there is an | | | | substance abuse program - admitting you have a |
| approach you can use that is not only casual and | | | | problem. To do this I'll say something like this: "Have |
| easy but it also happens to be very effective. | | | | you ever considered starting a business?" If they say |
| When you're in a social situation, you will have about | | | | yes then something has been holding them back - |
| 30 seconds to one minute to get your sales pitch | | | | and this is where I can help. |
| across. Some people refer to this as your "elevator | | | | Tell them how you can solve the problem |
| pitch." One of the most effective elevator pitches | | | | This is your opportunity to tell them what is different |
| involves the following five steps. As you read | | | | now and how your product or service can solve their |
| through the steps I will use my business as an | | | | problem. In other words, it's your sales pitch. Here is |
| example to help illustrate each point. My business is | | | | what I like to say: "I wrote a guide that makes it |
| to show people how to start and grow small | | | | easy for people to set up a business and market a |
| businesses. | | | | business. I wrote it from the perspective like I was |
| Start with a problem | | | | personally coaching each reader. It's pretty exciting |
| People buy products or services because they want | | | | stuff for people who have used it." Notice how I |
| to satisfy a need. For example, they may want to | | | | interjected an element of emotion into the sales |
| lose weight, live healthier, look beautiful, feel safe or | | | | pitch. You should too. |
| want financial security. The reason why people need | | | | Close |
| something is because of a perceived or real problem. | | | | Whatever you do, don't wimp out on closing the sale. |
| People go on diets because they are frustrated by | | | | Even if you know the person you are talking to is |
| being overweight. Many people buy guns because | | | | not likely interested then you should close to get a |
| they are fearful and want to feel safe and secure. | | | | referral. I close by saying: "Have you ever wanted to |
| You get the point. | | | | start a business or know anyone who does?" It's a |
| Always start your sales pitch by identifying a | | | | great idea to have a business card ready so you can |
| problem. For example, when I meet someone and | | | | hand it to him or her. If you really want to be |
| they ask me what I do, I say this: "You know how | | | | successful, put an interesting question on the back of |
| there are a lot of people out there that want to | | | | the card where the person would have to go to |
| start a business but don't know what to do to get | | | | your internet site to get the answer. Involvement |
| started?" In one sentence I've identified what I am | | | | devices such as this have been proven to be |
| talking about (starting businesses) and I've identified a | | | | successful. |
| problem (people don't know what to do to get | | | | Conclusion |
| started). | | | | Your entire "elevator pitch" should be less than a |
| Inject emotion | | | | minute. Practice yours a few times to get the tone |
| Emotion is the most powerful motivating factor in | | | | down the way you want it. Remember, face to face |
| sales. You have to get people to connect on an | | | | encounters are by far the most powerful sales tactic |
| emotional level before they will consider buying | | | | available, so make sure you get the most out of |
| something from you. Continuing my small business | | | | each opportunity. |
| example, I follow my problem question with this | | | | |