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Sales Pitch, Persuasion and Market Research PART I

Discussion in 'Copywriting & Sales Persuasion' started by andresleal, Oct 16, 2012.

  1. andresleal

    andresleal Registered Member

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    Hey guys, long time lurker here and this is my first contributing thread on BHW so I hope this helps anyone in this forum. I'm throwing my 2 cents out there, and even though it's not about copywriting, its about sales techniques and tips. I'm gonna tell you a little bit about my life first.

    I work on a call center as tech support for a major telecom company in the US and, so far, I've learned a lot regarding sales pitch and conversions. Aside from providing tech support, the company requires all agents to pitch products and sell to customers, and let me tell you, I've become very damn good at it.

    At first, I was terrified at the idea of sales being a requirement to keep my job because one of my first jobs was as an offline lead generator for a car dealership and I sucked so much, none of my leads converted over the year I worked there. On top of that, I've never been a people's person, I stutter sometimes and I didn't speak clearly. Nevertheless, I wanted to sell as much as possible because I was broke and I had to pay rent, so I learned the products as much as I could and so by the time I started taking calls, I'd be ready.

    Selling is easy once you know how to do market research and know the most important parts of a sale flow. You'd be surprised by how easy it is. When I made my first sale, I was like "Wow! Is that all? Was it that easy?". Anyway, I don't wanna waste anymore of your time, so I'll go straight to the point.


    1. Market Research:
    One of the most important steps before launching/promoting a product. If you are selling a product, you wanna narrow down your potential market as much as you can, unless you own a global company that runs a monopoly and offer various types of products.When targeting a specific market, you wanna know as much as you can about your potential customer. In fact, you wanna know EVERYTHING because for every detail you get, you are one step closer to converting a sale. Why? because A) You can adjust your product according to the customer's needs, and B) You can promote and create the desire for that product in a way that will attract a potential customer.

    You cannot sell a product that is unrelated to his/her needs unless there is something in it for him/her. Why would a retired 60-year old man buy Scrapebox? Unless he knows about IM and wants to get some extra money, there's no need for this man to purchase this software.

    One of the techniques I use when doing Market Research is creating personas. Personas are pretty much profiles of the average customer, or, in other words, an imaginary customer. I recommend between 3-5 personas which equals to 3-5 different scenarios, although you can create as many as you want, . Let me explain it using an example.

    The company I work for offers cable, internet and phone. In my case, I created 3 personas based on the average customer that calls in:
    • John is a recent graduate who likes sports, enjoys playing games with his friends casually, and has various tech gadgets (iPad, smartphone, etc).
    • Nancy is a married woman on her mid 30's who is raising her 3 kids, loves cooking and enjoys watching tv with her husband when he gets home.
    • Richard is a 70 years old retired man who lives with his wife, likes watching old movies and is very close with his children and grand kids, although they all live in different states.

    Therefore, with these 3 personas you created, when selling either one or more of the products to a customer, you already know their needs, or you're pretty close to knowing them. They feel acknowledged, feel this product will solve all their problems and it fits their needs. Selling is a psychological game where you play with the customers emotions, driving them towards the same goal, which is clicking the BUY NOW button.

    These personas will also help you a lot when making your sales page or sales letter. Just ask yourself "How can I make John buy my product? What is going to spark Nancy's interest on this? Why would Richard spend his retirement money on my product?", and start crafting this product or promotional campaign around these answers. Selling and marketing is a constant fight over the consumers money, and if you get it right, you're gonna start seeing the cash flowing in.

    It's late right now and I gotta work tomorrow, but I'll write the 2nd part some other time this week about sale flow or sale structure, and some important sales techniques that you gotta keep in mind so you can convert those juicy leads. :D

    I hope this information helps anyone seeking advice on this matter!

    Cheers,
    Andres.
     
    • Thanks Thanks x 4
  2. therage

    therage Senior Member

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    I've seen this posted before on the internet. Still a bit vague on how to go about a niche research but at least it is a contribution, thanks given.
     
  3. incognito876

    incognito876 Regular Member

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    Thanks Andres, useful information. Looking forward to the follow up :)
     
  4. ice41

    ice41 Power Member

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    Good read, looking forward for the second part :)
     
  5. WizGizmo

    WizGizmo Super Moderator Staff Member Premium Member

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    Yep . . . "Persona Marketing" can be very effective.

    You create a persona based on the demographics for any particular niche.
    For instance, if you find that the product you are marketing is best suited
    for 30-year-old mothers, you create a persona and "become" a 30 year
    old mom and market to your audience on that basis, thus creating an
    instant bond with your prospective customer. If they can relate to you,
    and if it seems that you are relating to them, your chances of making
    sales are greatly increased. Research has shown that when it comes to
    internet marketing, people prefer buying from PEOPLE as opposed to
    buying from COMPANIES.

    Cheers! - "Wiz"
     
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  6. andresleal

    andresleal Registered Member

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    Thanks guys, I appreciate that. Another piece of advice that I would give when copywriting, making saleslatters or salespages, is to NEVER assume, because you're gonna make an 'ass' out of 'u' and 'me' = potential customer, and I learned that the hard way. What happens when you assume? You imply that the people you're selling your product has 'x' problem or is here because 'x' reason when it's really not the case, so the customer loses interest and starts clicks on the 'Back' button.

    Make surveys, contact people that could be your potential customer and ask what they would like in a product like yours; narrow down your market to a certain group of people and start meeting those people to talk about what they really need.

    Nonetheless, never hesitate on hiring a market research team on Elance or Odesk to do the job for you, they might know more than you do.
     
  7. andresleal

    andresleal Registered Member

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    And... that's why most WSO's start with a back story, they want to empathize with the audience and make them feel as if he had the same problems as his target audience, so they can relate to him.

    I remember long time ago, when I was like 14-15 and I wanted to sign up for an IM course, I was trying to convince my dad to pay for it and I told him "But dad! He's in the exact same situation as I am! Please!".
     
    Last edited: Oct 16, 2012
  8. ferma231

    ferma231 Elite Member

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    This was awesome, definetely will come handy in IM.

    cant wait for part 2
     
  9. StarWorks

    StarWorks Newbie

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    100% Right on!
     
  10. Etern

    Etern Newbie

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    Very helpful! Thank-you
     
  11. juniorboy

    juniorboy Newbie

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    Very good read