You know that “cringe moment?”

It comes when you’re strolling through a store and an all too eager salesperson glides up, ravenous as a great white shark, minus the Jaws theme music, and gushes “can I help you?”
Suddenly, you’re on edge. They’re just doing their job, but if you needed help you’d ask, right? Of course. Now you feel like you’re on notice and under tight surveillance. You can sense the hungry shark circling, waiting for your inevitable moment of vulnerability– when they torpedo in and ATTACK!
That’s why people… Signed up in droves for the “do not call” list; blacklist spam emails; live and die by their DVRs (zipping through the 8-15 minutes of commercials stinking up their favorite shows); install ad blockers to absolutely avoid any and all ad banner ads while surfing the net; start clawing at imagined hives at the thought of buying a car; and the list of hate sales interaction moments goes on … and on … and on … and on…

In short – the long and the short – no one likes to be sold

But there’s sad irony here. Especially for all those working so hard to peddle their wares…

Everyone LOVES to buy!

The thrill of “buying” is palpable. The rush of endorphins that floods your system equals (if not exceeds) any drug induced high.

So How Do You Motive Prospects to Buy?

That’s the Million Dollar Question, right? And the game has changed my friends. The infallible “rules” of advertising and mass marketing’s “Golden” era have all gone out the window with the proverbial bathwater.
But the good news is – there’s a process. A process that isn’t a smarmy sales-driven come-on.
It’s an easy to follow three step process anyone can master that will turn prospects revolted at the thought of being sold into wanton buyers begging for the opportunity to BUY!
And here’s how it works…

Connect With Personality

No doubt you’re familiar with the notion the some people are just BORN TO SELL. Well mounds of sales process research shows this isn’t necessarily true.
But what sales process research does show is that people connect with personality. And they’re more likely to buy from someone whose personality speaks to them – on a personal level.
So in your website, social media pages, email messaging, marketing collateral and anything else you use represent and promote your business – lead with personality. Not experience and expertise. And certainly not a SELL-SELL-SELL mentality.
Of course buyers care about experience and expertise. And you care about making a sale (which you have to ask for in order to “close”). But you need to make a personal connection in order to interest buyers in your experience and expertise and put yourself in a position to close the sale.
And this requires making a personal connection with your buyer. Speak to them in their language. Demonstrate to them you understand their needs. You empathize with problems. And then, with that rapport established, offer a solution.

Educate, Don’t Sell

Today’s buyer researches everything before they buy. From TVs to lawyers, and all points in between.
So here again in your website, social media pages, email messaging, marketing collateral and anything else you use represent and promote your business – present the benefits your services offer potential buyers.
And remember, benefits – NOT features – are the key to educating buyers. It’s not about how great your services are. It’s about how much your services can help prospective buyers.

Nurture Relationships

Prompt perspective buyers to raise their hand and give you their email address.
Whether you offer a free special report or white paper, webinar registration, coupon, or even tangible giveaway – get that email address.
And then keep in touch on a regular basis. Whether it’s a blog update or email newsletter or a simple note sharing a link or just saying hi!
But here again, don’t SELL-SELL-SELL. Share, educate and interact. Talk about your life. Share stories of common frustration. Be real. Engage prospects as people, because they are and they’ll respond to being treated as such.
The more trust, goodwill and personal capital you build up, the closer you are to motivating a purchase.
And not just a single purchase, but the first of many purchases.

What About You?

How do motivate prospects to buy? The hard sell? The soft sell? Or do you have some other masterful technique? Drop by my Google+ page and share your approach.