Today I’m going to teach you how to sell anything to anyone, anytime. When it comes to selling and when it comes to closing, there’s so many techniques and so many ways to do it. But what techniques actually work? How do you sell your product or service in such a noisy, saturated and competitive marketplace? Today I’m going to share with you three powerful secrets that you can use to sell anything to anyone.
Secret #1: People Buy Because of Emotion
The first secret is this: People don’t buy because of logic; people buy because of emotion. Their decision to buy is based on their emotions, and they justify it with logic. I want you to think of something that you want to buy. It could be a car. It could be a house. It could be anything. Once you’ve pictured it in your mind, I want you to ask yourself this question: Why do you want to buy it? Why do you want that particular item? Why do you want to own that item? Maybe it’s a new suit that looks great on you. Maybe it’s a new dress. Maybe it’s a new car, a new house, or a dream vacation. But why do you want to buy it? I want you to dig a little bit deeper. I think if you peel back the layers, you will realize that you are buying emotions. You will realize that emotions drive your purchases.
Some people buy because of shame. They think if they don’t own a particular item, they’ll look foolish. People even buy because of fear. They fear if they don’t buy the item, they’ll miss out on something.
Maybe you’ll buy the item due to greed, because owning this item will help you make more money. Or maybe, you’re buying it because of generosity. Maybe buying this item will help other people. Have you noticed that some companies actually donate a certain amount to charities if you buy their product?
It’s also quite common to buy because of depression or boredom. Many people are depressed or bored in their shitty 9-5 job and they buy that vacation as an escape.
As you can see, the reason we buy things is often for an emotional reason. We’ll buy because of emotion and we’ll justify it with logic.
So, think about when you’re selling something to somebody. Are you just talking about features and benefits? Or, are you pushing those emotional heart buttons? I remember one time, I was in Harry Rosen which is very well-known, high-end menswear store in Vancouver. I was walking past the Tom Ford section and the salesman approached me and said, “Sir. Is there anything I can help you with?” I responded with, “No, I’m just browsing.” The salesman then said to me, “Do me a favor, put this suit on.”
Now, at the time, I had never owned a Tom Ford suit before. I had a lot of suits, but I didn’t have a Tom Ford suit. So, when he suggested that I put it on, I said “alright” and I put it on. The salesman said, “How do you feel?” I had to be honest, so I responded with, “Well, it feels pretty good.” The salesman then brought a tuxedo over, and suggested I try on the tuxedo as well. I tried it on and said, “Okay, this is pretty cool.” The salesman said “Oh, it looks great” followed by “Sir, are you a fan of James Bond?” I told him that I am of course a fan of James Bond. Who isn’t? The salesman said “Well, this tuxedo is the exact same design and cut as the one that James Bond wears in Casino Royale.” I immediately remembered the scene in Casino Royale where James Bond is gambling, wearing an exquisite tuxedo that looks exactly like the one I have on. Damn, I look good, I thought to myself. I felt like James Bond. The next thing I know, I’m buying the tuxedo. And it cost a lot of money.
When you think about that story, what was I actually buying? I was buying emotions. When I wore that tuxedo, I felt good. As a James Bond fan, I liked feeling like James Bond. Even though logically, I know that I’m not James Bond, the tuxedo takes me there emotionally.
So, don’t just talk about the features and benefits of your product or service from a practical or logical point of view. Figure out a way to appeal to people on an emotional level. Figure out what emotional buttons can be pushed with your product.
Secret #2: People Don’t Buy Their Way Into Something, They Buy Their Way Out Of Something.
People often buy something because they think it will solve a problem they’re having. They have a problem they want solved, and you must convince them why your product or service will solve that problem for them. People are willing to buy their way out of their problems, so what is the problem you are helping people solve?
The amount of money you make is in direct proportion to how deep you understand your target market’s pain. You have to have a deep understanding of the problems people have, and figure out how you can relieve some them of some of their pain.
Secret #3: People Don’t Buy Products and Services – They Buy Stories
When there are infinite choices out there in the marketplace and online, buyers often have hundreds of options to choose from. So, how do you stand out? Why should they buy from you if there are hundreds of similar competitors? How could you possibly add some sort of emotional pull if you’re selling a regular commodity such as a pen? What’s the difference between a $2 pen and an $800 Mont Blanc, limited edition, John F. Kennedy pen?
It’s the same pen. The $800 pen has the same functions as the $2 pen. So, it must sell because of the story.
When you add a good story to an item, it sells better. Suddenly, when you attach the President’s story to a brand or logo, it is 100 times more valuable, all because of the story. You can write the same with a $2 pen, so that shows you how powerful a great story is.
Think about what your brand’s story is. How can you inject stories into everything that you sell? Maybe you have a great origin story of how your brand got started. Or, perhaps your customers have great stories about how your product or service effected them. I personally have a new YouTube channel for the Dan Lok Global Community, which contains stories and testimonials from my students. They tell the story of their background, what they have learned and how they have grown. It has nothing to do with the program that I teach. It has everything to do with my students’ stories. This channel is full of other people’s success stories, and that’s great marketing – simply using stories. Stories sell.