What can you learn and adapt to your business from how sex sells?

Hey You,

It’s Lewis aka Nerd #2.

If for some weird reason you’ve never exposed yourself to the awesomeness that is Dan Kennedy and Sidney Biddle Barrow’s XXX Rated Sales Strategy course, you’re in for a real treat today.

The first point they hammer home in the course is what I consider to be one of the most important lessons you could take away from it. Here it is along with much, much more…

The first and foremost question that you have to ask yourself is “What business am I really in?”

Never think about the commodities of what you’re selling; always think about the end result, the benefits to the other person. For example, a high priced escort service is not in the business of selling women or sex. They’re in the business of selling fantasy.

The thing about a service is that until it’s finished, you have no way of knowing whether or not it’s any good. Services are intangible; you can’t return them like you can a product. That’s why it’s so important to make sure that the client knows exactly what they’re getting during your selling process.

One of the very important lessons from the escort industry is that people have a wide variety of reasons for buying. Sure, there is the primary reason or the underlying thing that you’re selling, whether that’s sex, or more profit, or copying machines, but there are other reasons that may be more important to getting people to buy from you.

When you can appeal to more of these reasons, you have a better chance of making the sale.

If your clients are looking for a number of features, and you can’t fulfill on all of them, then get them to rank the importance of the features. Do this first, rather than deciding what they are on your own. Figure out what this client is looking for. Find out from them, and then you will know what you can sell to them.

The question of the guarantee, how to offer it, whether to offer it, those are all tactics. The strategic question is “What can it do to make the prospect or customer comfortable? What can I do to make them comfortable enough that that they will make the leap of faith and buy what I’m selling?”

Remember, the bolder and clearer the guarantee, the better it works. So, not only do the sales go up, but often, the returns or refunds or complaints go down with the stronger guarantee. Even if they don’t go down, the increase in sales makes it much more profitable.

Another note on guarantees. If you manage to expectations properly, in other words, if you don’t oversell but really give them a good honest idea of what you’re selling, then you will have far fewer returns.

Remember, the mark of good marketing is NOT that it appeals to everybody, but rather that it appeals very strongly to your target market.

So, don’t be afraid of constructing marketing that will scare away the people who you don’t want to reach, marketing that will turnoff the people that you don’t want to reach, so long as it’s speaks very clearly to the people who you do want to talk to.

Remember what Halbert said “I wanted to sell the foxes and drive off the dogs.” A very powerful sales principle: As quickly as possible, disqualify a prospect and move onto someone appropriate for you.

 Dig deeply into your data, and find out as many ways as possible to slice and dice your list.

For example, find out which clients refer the most; see if you can typify them, and then spend more time marketing to get that type of client, because they will bring you business, and refer.

Or, see if you can find who is most likely to have a higher lifetime value, and again, spend more time and effort in marketing to appeal to these people.

One of the big differentiating points about businesses that most people don’t think about is to have different business behavior than your competition.

If you advertise the same way, and act the same way, and do the same things as your competition, then you’re no different. The more you get away from the prevailing model, the more you can justify charging higher prices for what you do, and start making a lot more money.

If you don’t have or can’t offer what your client says they’re looking for, then tell them that, make them an alternate offer, and if they accept it, then at least they’ve made the choice.

If you over promise and under deliver, if you lie to them to get the sale once, they’re either going to take you up on your risk reversal, or a very least never do business with you again.

It’s very important to have a set of operating procedures all throughout your business that is very congruent with the mental movie that you’re clients have in their minds of how things are supposed to be.

When something incongruent interrupts this movie in their head, or contradicts it, then it’s going to be very hard to have repeat business, or at the very least, to have as fulfilling a business relationship with your clients as you otherwise would.

People’s first contact with your business is usually, if not always, through your front desk staff or your front line staff. If they are not representing your business well, then it doesn’t matter what you do afterwards, they have to be completely congruent with the image that you’re trying to convey.

Think about it. In most cases, your clients or patients will have more contact with your front desk or front line staff than they do with whoever provides the primary service.

So it’s absolutely critical that the people who your client or patient interacts with are genuinely happy to talk to them

Have spaces in your database for personal notes that the secretary or receptionist can enter information into, so that when a client or a patient is scheduled to come in, they can do a quick review and talk to the people on a personal level.

I have personally done this in past and boy did it ever warm up conversations with prospects. By making notes about their grandkids, their pets, their hobbies or their hometowns I always had a place to start a friendly conversation that led to me doing what friends do, find out more about each other’s personal life.

I put up a post here that gives you Harvey Mackay’s 66 questions you can get answers to that take this to a WHOLE NEW LEVEL Go get it here…

That’s all the studying on this course that you have to do today. I trust one day I’ll be back with more notes from this course because I love it so much.

Talk soon,

Lewis LaLanne aka Note Taking Nerd #2

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