Inform

Day 2 of 3 sales training emails from Craig:

Hey Scott,

Yesterday we talked about the first step in the 3-step
formula to constructing your sales conversation with your
prospect. That step was to "educate," and today we're
going to talk about the second step, which is to "inform."

Remember, putting your pitch together using each of these
steps leads you to a sale -- in print or using any other
media or way of communicating.

Most people think "informing" your prospect is the same
thing as educating them, but it's not.

Informing prospects, in this case, refers to giving them
interesting facts about your product or service, which they
probably aren't aware of. What you're trying to do here is
create curiosity in your prospect's mind.

When your prospects are curious about you, they take a
vested interest in you and you've successfully "implanted"
yourself into their minds. And once your prospect sees you
or your goods and services as a part of their life, you're
much closer to making a sale.

Here are a couple of examples of how to inform people.

Let's say you're selling a vacation destination or a
piece of property, even. One of the things you can talk
about are the local customs and rituals that people really
enjoy.

For instance... "Did you know, the land that The Palace
was originally built on, was actually ancient holy
worshipping grounds the natives held sacred? And if you
look out back, just behind the Pineapple Bar, overlooking
the ocean... you'll see 12 acres of sacred land that's been
preserved for over 1,650 years, in it's original state.

When you visit this sacred forest, near dusk, you'll
often see loads of Hawthorne rabbits and Gully foxes,
roaming across the grounds as they've done for centuries.
Adults and children are often treated to the sounds of hoot
owls, as well as their majestic flight as they come
swooping down, hunting for grubworms..."

Now you may or may not like that particular description,
but you'd have a hard time ignoring it, and ignoring the
pictures it conjures up in your mind.

The bottom line is, informing your prospect by creating
curiosity is one of the most important things you can do to
get them vested in what you're selling.

Make sure you don't forget that.

Now go sell something, Craig Garber

P.S.: Your free trial of the Seductive Selling Newsletter
is waiting for you at http://www.kingofcopy.com/ssnl - grab
it NOW! This month: literally THE most effective use of
scarcity and setting deadlines, I've ever seen!

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