What is a Sales Pitch? Or Offer
The sales pitch or offer is considered to be:
A “quid pro quo” The core of business, you scratch my back, I’ll scratch yours.
- What does the ice cream man offer? You give me money. I give you refreshment.
- What does a banker offer? You let me borrow your Money, I’ll give you some interest.
- What does your government offer? You pay us taxes And we’ll protect you from the barbarian hoards.
- What do hospitals, haberdashers, and hookers all do? They make offers.
Business simply does not get done in fact; it doesn’t Even start until an offer or sales pitch is made. The Heart of Business is simply this: Make an Offer. Some will say I’m oversimplifying. They will say I’m underestimating the value of public relations, of marketing
Smoke and mirrors, of surveys and focus groups. They will say, “You should sell the sizzle, not the steak.”
Well, actually, there’s a word for selling sizzle without Steak. It’s called a scam.
All of the sales finesse in the world won’t make up for a remorseful, dissatisfied buyer if you don’t address the buyer’s core issues. Address these core issues, however, and you will not just have a sale, but a customer for life.
The 4 Questions Your Prospect Is Thinking
- What are you trying to sell me?
- How Much?
- Why should I believe you?
- What’s in it for me?
Let’s look at the first two questions in tandem. Put them together, and your buyer is asking, “What is your offer?” Your communication must reassure that ongoing Unspoken Inner Dialogue that you are offering a commodity of acceptable quality for a reasonable price. If at the core of your offer is not a fair one, then only a fool will buy from you. If this is you tactic you might fool some people but you will only fool them once, and you will lose that customer for life.
“A master, one who knows how to make a quality offer will wow the customer once, and wow him again and again and again until both buyer and seller have happily prospered. Such is the way millions and billions are made.” Mark Joyner
The third question: Why should I believe you? Is a valid one, Why should they? This question goes right to the core of your customers insecurities. Sometimes, offers can sound fantastic on the surface, but therein lies the problem they sound too good to be true. An offer only works if it has credibility behind it. Again, only a fool would hand over money for nothing, and you don’t want a fool for a customer.
The forth question: What is in it for me? When they ask this question this means how can I benefit from your offer. For instance you buy the Lincoln, but what’s really in it for you is the prestige that comes with owning one.
Most marketers see this as the core question to be answered. Its importance is obvious if there is nothing in it for me, why should I waste my time listening to you? The same marketers who tell you erroneously to “sell the sizzle and not the steak” will also say “sell your benefits not your features.” This approach is, in fact, effective in the short term, but not in the long term.
There’s a marketing axiom that’s been around for a long time: “People make their decisions based on emotion and justify them with logic.” There is some great truth to this phrase. Apply that saying to the Four Questions. The first three questions address the buyer’s logic, the last one goes to emotion. Address the emotional decision alone and, again,
you’ll only have fools for customers. But, it won’t be that way for you when your moment comes to make your offer. You won’t just make an offer. You’ll make The Irresistible Offer. What is The Irresistible Offer? How is one made? Could it be as simple and effective as it sounds? Yes, it really is. Not only that, but the benefits are more far-reaching than you may realize now. Further, the applications of this technology stretch way beyond the bounds of marketing and advertising. As you’ll see, you can apply this to almost every aspect of your life to great effect.
So What Is The Perfect Offer let’s start with a definition. The Perfect Offer is an identity-building offer central to a product, service, orcompany where the believable return on investment is communicated so clearly and efficiently that it’s immediately apparent you’d have to be a fool to pass it up. The Irresistible Offer cuts through all the noise and clutter. It creates an itch that the buyer has to scratch. Such an offer makes doing business with you so easy and obviously beneficial that you stand out clearly from the crowd.
The Perfect offer has three elements:
- A High R.O.I Offer “Return On Investment”
- A Touchtone
Every purchase is essentially an investment. And, if your customers are not getting something from you that are perceived as greater in value than what they are investing, then they’re getting a negative return, and you’re not going to be doing business very long. Simply offer the customer a genuinely good deal, and your job of marketing suddenly becomes a hell of a lot easier.
If the ROI is clear, no sales trickery is needed. You can get right down to business and spend more time making sales and less time weaving your loom of sales hypnosis.
What if you could cut through all of the static? What if you could capture your customer’s attention, make yourself truly memorable, and put your customers in a frame of mind that makes them want to buy your product or service on the spot? And what if all of this happened in less than three seconds? The Touchstone of your Irresistible Offer can do just that. This is really where the sale takes place. After your touchstone, all you have to do is not screw up and the deal is done.
The following guidelines will provide some valuable clues.
Don’t make your customer try to interpret what you’re saying.They won’t bother. Go right to their minds with a crisp message that leaves nothing to the imagination.
People have enough complexity in their lives. They’re notLooking for more, particularly from someone trying to sell them something. Your Touchstone should be a simple statement that is easily understandable.
Aren’t you usually in a hurry? So is your customer. Respect that and keep it short, Really short. We’re talking a single crisp eyeful here at most.
Your Touchstone cuts right to the chase. You’re no longer selling yourself or your commodity. You’re simply laying out the facts and letting the customers see the value for themselves. If your offer is strong enough, you don’t need to pitch it. When you make an Irresistible Offer, you’ve made the transition from annoying salesman to trusted friend offering something of desirable value. The customer either wants it or not. If they don’t, you just saved yourself and the customer a lot of time by simply moving on to the next prospect. Now, here’s another critical distinction to understand. The offer presented in your Touchstone is usually separate from your Core High ROI Offer. More often than not, they are two different entities.
What if I offered you $1,000 for every dollar you gave me? After all, that’s one damn powerful Touchstone. Would you take me up on it? Okay, I don’t have to be a psychic to know that you’d be wondering what kind of scam I was trying to pull on you. There’s an often-told story about a direct marketer named Mike Enlow who put this very offer in a newspaper ad to prove a point. He didn’t get a single response. Not one.And that was his point. The bigger and bolder you make your Touchstone, the more difficult it is to prove, and the harder you have to work to sell your believability and your credibility.
MAGIC FORMULAS FOR BELIEVABILITY
How is believability communicated? How do you prove to your consumer that you can be trusted, and that your offer is not too good to be true? Of course, each case presents its own challenges, but here are a few methods you should consider. Tailor your approach as needed to fit you, your offer, and your customer. Remember, it’s good to be bold, but the bolder you are, the higher you raise the bar on making yourself believable.
There are three types of proof you can use to bolster the credibility of your offer. There’s social proof. This is generally provided through testimonials, demonstrating that there are people out there who have tried the product and are quite happy about it. A good testimonial has to have something to prove that you’re not just making it up an e-mail address, a web address, a photo. If you want to say that Marilyn from Cincinnati loves your service, then you’d better demonstrate that Marilyn is a real flesh-and-blood person and not a product of your marketing imagination.There’s technical proof. Has the effectiveness of your product been scientifically validated? Do you have some tests that show that your product will actually achieve its stated purpose? Again, these pieces of evidence must be presented in a believable way, or you will undermine your credibility rather than enhance it. And then there’s simply factual proof. When you’re offering a product, do you have research that shows how the value or popularity of comparable products have increased over time? Businesses that sell merchandise based.
Credibility is all about you. Can you be trusted? Do you have the authority to make your offer believable and desirable? Credibility can take many forms.
Do you have any celebrities or highly regarded authorities who could vouch for your product? People just seem to give more credence to an offer that is backed by someone they’ve seen on television or read about in the papers. Make sure, though, that the celebrity is appropriate for the product or service you’re selling. You wouldn’t, for example, hire Michael Jackson to endorse your child day care center.That’s an extreme case, but you get the point. A real-world example that is not quite so extreme can be found in Martin Sheen (a great actor who played the president of the United States on a popular TV show). He was the spokesman for an antiwar commercial before the U.S. invasion of Iraq. The effect of this was quite the opposite of what was intended. People felt their intelligence was insulted (and rightfully so) when a man who plays the president on TV, but who has no political experience himself, was lecturing us on the effectiveness of weapons inspection programs.
Magic Formulas for BelievabilityHigh Profile Customers
If you can say that every employee at IBM or Microsoft or Sony uses one of your products, that makes a pretty compelling case to future customers. If people who have achieved a reputation for success and excellence choose to become your customer, that’s a credibility builder that will go far with your target prospects.
Virtually every profession or career field has some association or organization that certifies the quality of its members’ work. You should look into that, and also don’t forget to cite relevant degrees or credits that speak to your expertise and knowledge.
Awards and Recognition
Has anyone ever taken notice of your work? Have you won any industry competitions? Potential buyers and customers gravitate toward an offer that has a winner’s aura. I wouldn’t recommend leading with this, though, since it will seem like ragging.Logic Don’t underestimate the power of appealing to your customers’ logical thinking. As you make your offer, their mental wheels are turning. How, they are asking themselves, can you make such a great offer? If you can give them a log-
Remember the three basic elements of the perfect offer:
R.O.I Return On Investment, or is what I am buying worth what I am paying for it.
Touchtone Simplicity Your Touchstone should be a simple statement that is easily understandable. Keep it short and to the point.
Believability Make it believable with some kind of undeniable proof and don’t make it sound too good to be true.
Now use this formula to create your own perfect offer and prosper.