Something that comes up naturally during the sales process is resistance. And no, I’m not talking about your own resistance to selling (that’s a mindset issue that you should seriously iron out before trying to get into a Direct-Response business).
I’m talking about your prospect’s resistance to buying.
But here’s the thing, resistance can only occur when you put pressure on something.
Here's something I learned from a dog trainer that perfectly illustrates this point:
“It’s a dog’s instinct to pull on the leash. That means the more you pull, the more resistance they can put out.”
Curiously enough, the same psychology is at play when making sales. If you put a lot of pressure on your prospect to buy, it only builds up resistance (leading to objections, excuses, etc).
Obviously, some amount of pressure has to be placed (a static object will remain static until enough force is applied to make it move). But not so much as to create resistance.
And obviously that balance is more of an art than a science. A ‘sense’ you pick up after studying sales, copy, and writing a lot. But here’s an easy technique you can use:
Simply think of sales as giving your prospect the opportunity to buy.
You’re not trying to force anything. You’re just saying, “Hey, this thing I have will help you and here’s why… If you want to buy it, do this.”
Yes this sounds simple. But it’s really at the heart of all sales, marketing, and persuasion. Of course, the Devil’s in the details.
And many people don’t have the time, knowledge, skills, or inclination to focus on those details.
Which brings me to the pitch:
If you’d like me to write emails to increase your resistance-free sales, respond to this email to set up a free consultation.