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Tag Archives: sales

How to lose a sale by reading a script instead of helping a prospect

Sender Message Tom says: Hi, I’m the live website attendant. Welcome to [car dealership]! How may I assist you today? Andy Sernovitz says: Do you sell [make of car]? When is the least crowded time to come by? Tom says: I’d be more than happy to help you out with that. May I have your […]

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“Contact us for a quote!”

Nope. I’m busy. Your competitor put the price right on their website. Why do you think I’m going to do the extra work of calling you? (Because of your stock-photo headset hottie?) Lesson: Every competitor is a click away. Don’t expect your customers to jump through hoops for you.

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You only need one great feature

Our brains can’t handle a hundred facts. We need one big reason why something is good. Look at the photo. What do they feature? “Awesome Private Yard.” I’m sure there are other nice features of the house. But you only need one feature for this sentence: “Honey, let’s check this place out. I hear it […]

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Ask for the sale when they are most interested in you

Lots of websites use articles, blogs, and other content to attract visitors. It’s a fine strategy. But the challenge is converting those visitors to buyers. The Spice House in Chicago does an amazing job by putting a shopping cart right inside their recipes. You read the recipe you like and add the products to your […]

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Competing against your crappiest competitor

When you call on a new prospect — they aren't picturing your awesome stuff. They are visualizing the worst performance by your lamest competitor. That's what you're selling against. Your job as a salesperson is to replace that horrible image with an picture of how fantastic your stuff is. You do that with concrete examples: […]

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