Posted on: 22 November, 2001
Author: Bob Osgoodby
No we're not talking about the Broadway Play, a hotel in Paris,or even the British Comedy Group. We are talking about a ... step formula which will help you create powerful ... that ge No we're not talking about the Broadway Play, a hotel in Paris,or even the British Comedy Group. We are talking about a simplefour step formula which will help you create powerful salesefforts that get maximum results.People want to know what benefits they will get by dealing withyou. Today, in the online arena, we use basically three methodsof contact with potential customers - Ads, such as you mightplace in a Newsletter, Sales Pitches delivered by email, andinformation from your web site. While the approach is certainlydifferent in each, there are four maxims that all must contain,which brings us to the "A" in AIDA.AttentionTo motivate your prospect, you must get their attention quickly.This is where your headline plays an important part. If that isdull and uninteresting, they will move along to something else.Most businesses buy out of necessity, but most end user consumersusually buy for the convenience. So, depending on your targetmarket, you have to base your sales effort on what they arelooking for, and how you can help them. You can basically forgetthe outrageous claims that so many make. While you might find asucker or two, most people are simply too smart to fall for that.A question is a good way to rouse their interest. Try to figureout what their "hot buttons" are, and if they were yours, whatwould get your attention. If you can get them to mentally answerthe question, you have gone a long way to getting theirattention. This is most important in your ads where space is ata premium.InterestOnce you've got the prospects attention, you must keep theirinterest by showing them two things. They must know that youunderstand their problem and that you have the solution. Here itpays to restate the problem and then tell them how you can solveit. This is best done on your web site, or in a "long" salesletter that they have asked to receive. At this juncture, theyare looking for information, and brevity is not to your advantagehere. Try to anticipate their questions, and the more you cananswer in your presentation at this point, the better.This is also where you want to reinforce their trust in you. Youmust have direct experience in what you are offering, and if youdon't, you are wasting your time. Many people who join affiliateprograms, make the mistake of trying to market something theydon't know anything about. A short bio and picture on your website stating your experience can be the clincher that will closethe sale.DesireHere is where you tell the prospect why your product or serviceis better than your competition. If it is an affiliate program,why will they be better off dealing with you rather than thethousands of others hawking the same thing? Power words areuseful here. You have to kindle the flame in their mind that willmake the sale.Testimonials are of great value. But make them real - "Grace C"in Colorado who says great things about you or your product justwon't cut it. These types of phony testimonials have little, ifany value. You have to have real people who are willing to giveyou a testimonial, and if necessary answer any questions yourprospect might have. A good way to do this is, for you to writecanned responses that they will send when they get an inquiry.That way, even though they would be supportive, you will be surethey provide the information you wish the prospect to receive.ActionThe close is the most important part of your pitch. You alwayshave to reinforce why your prospect needs to act now, and don'tbe afraid to ask them. Give them an easy ordering process thatincludes a method of immediate payment such as a credit card oran online check. I can't emphasize too strongly the importanceof this. If there is no immediacy, a cooling off period existsand you may lose the sale.A telephone number where they can reach you is important, andover the years I have changed my thinking on toll free numbersfor the initial contact. While a toll free number will generatea "ton" of calls, the majority will fall into the category of"tire kickers", which simply take your time. When wediscontinued our toll free numbers, the number of calls receiveddecreased by about 80%, but the number of sales tripled. We foundthat if a person had to spend their dime, they were serious, andreal prospects were not getting a busy signal by those who weresimply "fishing".Always get their phone number so you can call them back. If theydon't order immediately, call them back in a few days. It is alsowise to get an email address if they have one so you can followup that way as well.While you will develop your own methods, the A.I.D.A. formula is a great starting point to ensure the desired results. Article Tags: Toll Free Source: Free Articles from ArticlesFactory.com