5. NO TESTIMONIALS. There is an old adage in marketing that says;

‘Facts TELL But Testimonials SELL.” It is so true.

• I suggest that you create a testimonials book.

• Use testimonial videos.

• Use testimonial audios.

• Use testimonial brochures.

• Use testimonial letters.

• Use testimonials on your websites,

• Use testimonials in your Yellow Pages adverts

• Use testimonials on the back of your business cards

• Use testimonials in your newspaper ads.

• Use testimonials on promotional products.

• Use testimonial in press releases.

• Use testimonials on TV

• Use testimonials in Radio and Cinema Advertising

6. IGNORING THE # QUESTION OF THEM ALL. There is a question that every single human being on the planet asks themselves several times a day. Knowing what this question is and just as important, knowing how to answer it is at the very heart of all effective selling.

It is as if every single person on the planet has their brain tuned in to a radio station that plays only one song – the words of that song are “What’s In It For Me?”

Think about it – every time you read a menu your are asking yourself… WIIFM?

Every time you choose a video too watch or even open the fridge to grab a bite to eat you are asking WIIFM?

Guess what? Your prospects are no different.

This might come as a terrible shock to some of you but they really don’t care that much about the bonus you’re likely to receive when they buy your stuff – all they care about is ‘What’s In It For Me?’

Example. When my daughter, Katie Grace, was about 2 years old we needed some new tyres on the family car.

I called into the local tyre dealership and told the salesman that I needed some tyres, pointed to my car and asked what my options were.

The guy launches into this huge spiel about how a certain range of tyres were made with computer designed high-tensile steel and how they represented the latest technology in relation to ergonomic design etc

I stopped him, pointed to my little girl and said “All I need to know is will they help keep her safe on the road?”

He said; “Yes. Definitely.” And I bought them on the spot.

NOTE: The more switched on salespeople reading this will have picked up on the fact that I just told you how to answer this most important of all questions in relation to sales and selling.

For those that need things spelled out in black and white – here it is: “Features TELL But Benefits SELL!”

You answer the question “What’s In It For Me?” With BENEFITS!

Most salespeople miss this and bombard people with features. Features don’t sell benefits do. That isn’t to say that you shouldn’t use features in your selling but make sure you always point out the benefits of a feature when you do.

7. NO RISK REVERSAL. I recently saw a brilliant example of risk reversal. Earlier today I stumbled upon what would have to be one of the best guarantees I have ever seen in my life.

Here It Is:

“Steamer Furniture Originals, made from Balau wood, is the most durable patio furniture available.

That is why, after 5 years, we are willing to buy your Steamer Furniture Originals back from you for 50% of the purchase price

NO QUESTIONS ASKED!” (http://patio.co.za/)

8.. NOT LIKING PEOPLE. Can I let you into a little secret that all successful sales people realize? “Sales is a People Business’ and if you don’t like people – genuinely like them – then you shouldn’t be working in sales.

That isn’t to say that you are a bad person or that you are a failure in life but simply to suggest that perhaps you are better suited to a profession that does not require interaction and contact with people.

Motivational speaker, Ron Simpkins, said something to me once that changed my whole life.

“Chris, even a dog knows if you don’t like it – how much more a person!”

Want to sell more? Like people. People like people who like people.

People are naturally drawn to people who like people.

People aren’t stupid. They can tell if you don’t like them.

Conclusion: Whilst these eight points are not the ]be all and end all' to effective selling, get these things right and you’ll sell more of your ‘stuff’ more often. It’s that simple.

Oh, did I mention that if you get me to write your sales copy, the odds are that you will sell way more of your 'stuff' way more often?

Chris Bloor helps people avoid costly sales mistakes at his comprehensive Sales lead Secrets Blog. http://SalesLeadSecrets.com