to Turn Prospects Into Customers
By Terry Dean
you have ever been a salesperson or worked in any type of sales
field, the session they spend the LONGEST time on is how to close
can lead them all the way up to the sale where they are ready
to sign, but you have to get them to sign the dotted line. You
have to be an effective closer if you are ever going to be good
sales classes will devote 90% of their time to teaching you how
to close the prospects. I have read books with 100s of different
types of closes for selling.
in printed advertising, most advertising books and 90% of advertisers
don't do anything to close their prospects.
you can't close, you can't sell. If you can't close your prospect
through your sales letter, then you can't write sales letters.
That is the reason we have devoted an entire section to showing
you how to close your prospects in printed advertising.
you can't close your prospects, it doesn't matter how excited
you get them through the rest of the letter.
close I generally use consists of 5 major elements:
Or the Take-Away
Take Action Now
single sales letter I write contains those 5 elements to close
my prospects. They are so important, I want to make sure we cover
each one in detail.
is where you tell your prospect how this offer is scarce. You
only have a few of them left, the offer is only good for seven
purpose of it is to get your prospects to act now.
many times have you received something in the mail and said, 'I
want this...After I speak to my wife or friend about it."
Then, you file it away on or in your desk never to be heard from
again. You plain forget about it.
you add an element of scarcity to your products or services, this
is what will happen to ALL of your sales letters. They will end
up forgotten in the heap of junk mail everyone receives every
day, even if they wanted your product.
have to give your prospects a reason to order now. Here are some
scarcity techniques or examples you can adapt and use for your
available only for a limited time
Is available only for the next 7 days
Is available only till April 15th (Any date could be here)
Is available at the discount price for a limited time
Is available with the Free Bonuses for a limited time
Is almost out of stock..."We only have 50 left!"
You will be out by the end of the week
are more ideas you could come up with to make them take action
now as long as they do two things.
- They have to be honest...You cant say you will raise your prices
on April 15th if you are not going to do it.
- They make your prospects have to take action now or lose out
on something (Fear of Loss)
absolute best option is the actual date the offer is good until.
Listing a literal date such as April 15th, May 1st, December 31st,
etc. will cause the best reaction of all. The disadvantage of
this avenue is that you have to do it right!
you don't get the sales letter mailed 2 weeks in advance (14 -
21 days in advance), your offer will bomb BIG TIME. You have to
have complete control over your mailing (And printing) to be able
to use that type of scarcity tactic. If you do have that control
though, go for it!
now want your prospects to take action. To do this, you will want
to make it as simple as possible and tell them EXACTLY what to
do to order.
discussed this somewhat in the order form section, but it bares
repeating here. You need to tell them every option for ordering
in detail. Tell them what to do.
order for you to start getting ____________(List 2 or three of
your benefits here separated by commas), pick up the phone and
dial these 11 numbers: 1-800-000-0000"
Simply fill out the Enclosed Trial Certificate to begin your 90
day evaluation of __________________(Name the product here)"
ever assume your prospects know how to order. As a matter of fact,
never assume anything. Your prospects want you to tell them what
to do so they don't have to think about it. Make it easy and Keep
that you have told them how to order your product, you must make
them come to the realization of what life is like without your
like comfort and they dislike change. Since your product represents
some kind of change to them, you are going to have to do something
to overcome this problem.
MUST warn them what their life will be like without your product.
Warn them what it is like to stay in the status quo.
will their life be in 10 years if they don't get your product?
What will happen to their business if they don't get your product?
What are they giving up if they ignore your sales letter?
are going to have to answer these questions yourself. Then warn
your prospects. You told them what they would get and how to order.
tell them WHY they shouldn't put it off in no uncertain terms.
Use desire and/or fear to make sure your prospects realize that
the status quo is no good and that they have no other choice but
to order your product.
don't buy products. They buy solutions. What will happen to them
if they don't get your solution? You must tell them every little
detail about this to get the sale.
4 - Take Action Now!
you will repeat how to order and why they must order right now
or else miss out on the chance of their lives.
them that this is the chance of their lifetimes and that they
can't miss out on _____________ (Insert Benefits Here) or they
will regret it for the rest of their lives.
they don't take action now, they will never have any of those
you have this combined set of closing techniques, people can barely
stand to turn down your amazing offer. This is there last chance
to order and let them know that they have to do it now.
this off with a salutation and with your signature. There are
many ways to end your letter...Sincerely, Sincerely Yours, Yours
in Success, etc. Then, sign your sales letter.
Wait. You are not done yet. You still have to add your P.S.
a P.S. is vital in every sales letter you create. This is often
one of the first things your prospects look at...because it is
an overview of the sales letter.
are a couple of techniques for creating your P.S. My favorite
one is to use the first P.S. To repeat the offer and the deadline
I will go on to a P.P.S. in which I will state an overview of
the FREE Bonuses they get for ordering.
could also use 3 or more P.S.'s. The first one would name the
#1 benefit of your product again and maybe the warning. The P.P.S.
would include the offer and deadline. The P.P.P.S. would include
the Free Bonuses or mention the most powerful of the Free Bonuses.
type of P.S. or combo you use, you must use one. I always repeat
the offer and deadline in at least one of the P.S. so if you only
have space for one, do that.
Dean, a 5 year veteran of Internet marketing, will Take You By
The Hand and Show You Exact Results of All the Internet Marketing
Techniques he tests and Uses Every Single Month" Click here
to Find Out More: http://www.netbreakthroughs.com