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SalesDog's Coffee with The Dog Newsletter
      Issue 701 SalesDog's Coffee with The Dog Newsletter March 24, 2016      
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Quote of the Week: "The starting point of all achievement is desire." — Napoleon Hill
 
 
Tried and True Sales Method
by Michael Dalton Johnson

What’s the magic selling formula that TV hucksters use to convince millions of people to pull out a credit card, call an 800 number and place an order for a product they don’t need? The answer may surprise you.

No matter how silly and shifty these TV pitches are, when you scrape away the hucksterism, you see that they follow a legitimate and proven sales formula that includes creating excitement and curiosity, identifying a problem, offering a solution, reciting the benefits of ownership, establishing credibility, adding value, up-selling, and ending it all with a strong call to action.

Here’s how it works.

Without exception these TV pitches are delivered by people who are wildly enthusiastic and breathlessly excited about the product they are hawking. Excitement, apparently even phony over the top excitement, grabs buyers’ attention and arouses curiosity.

They then state a problem, "The problem with blankets is that they always slip off." The fact that people really don’t have much trouble managing a blanket is immaterial. The need for their product, no matter if the need is nonexistent, is presented with great conviction.

A lengthy, fast-moving, and repetitious recital of the benefits of ownership, complete with product demonstrations, is delivered. "You will slice a tomato perfectly every time with one simple motion, and cleanup is a snap!" "You’ll save time and have perfectly uniform slices for salads and sandwiches!" they add.

A studio audience paid to ooh and ah and applaud wildly in response to the product demonstrations is often used to establish credibility. Short customer testimonials are sometimes filmed and interspersed throughout the pitch for the same purpose. Statements like, "If you have a car, boat, or RV, you’d be crazy not to own one of these!" are typical.

But wait, there’s more! "Act now and we’ll include a second one free of charge. All you pay is shipping and handling." This offer to double the order appears to be adding value for the buyer, but in reality it’s an upsell. The shipping and handling charges more than cover the total cost of adding another unit and generate additional profit.

The seller creates a sense of urgency: "You must act now to get this special offer." "Have your credit card ready and call within the next 10 minutes, and we’ll include Jill’s recipes at absolutely no extra cost to you." Some even show a ticking clock counting down the time left to buy.

There’s a lesson to be learned here. While the products are cheesy and the pitchmen are clownish, sales and marketing fundamentals are being closely followed.

Creating excitement and curiosity, identifying a problem, offering a solution, reciting the benefits of ownership, establishing credibility, adding value, up-selling, and ending it all with a strong call to action will close sales for nearly anyone.

Excerpted from Rules of the Hunt. Get your copy at Amazon.

 
Tom Reilly
Top Dog of the Week
Tom Hopkins
You must set goals for yourself that make you stretch beyond your comfort zone. If you really want something, something that’ll make a difference in your life, you’ll be willing to make sacrifices to get it. You’ll deliberately change yourself and grow to get what you really want. But, you won’t do any of these things for mere wishes. — Tom Hopkins

A legend in the sales training industry, Tom Hopkins began his career at 19 selling real estate. He was anything but successful, that is until he invested in training. He became a millionaire by the age of 27. He has been turning salespeople into sales champions since 1976. Learn more at his website here.

 
 
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Trivia: What is the world's largest island? You'll find the answer here.
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Interesting but useless fact: Between 25% and 33% of the population sneeze when exposed to light.
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Insouciant is the featured word of the week. Find the definition, pronunciation key, and an example of it used in a sentence here.
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Dogfucius Say: I don't suffer from insanity. I enjoy every minute of it.
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Word of the Week: Insouciant adjective [ in-soo-see-uh nt ]
  1. free from concern, worry, or anxiety; carefree; nonchalant
Example Sentence: spacer
Kelly longed to be an insouciant child again so she could avoid her adult responsibilities. spacer
Definition & Example courtesy of Dictionary.com

Trivia:
What is the world's largest island?

Answer:
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