Building the Value (in 8 Steps)

there’s a basic formula to making a sale now as opposed to later (or never). you must build the value. but what does that mean, and how do you do it? here are the basics. this thing you’re offering people — well, it’s not always the first thing on a consumer’s mind. 1.) you need attention. 2.) you must be proficient at communicating what you have, ie. features and benefits, and do that succinctly. be compelling. if not understood quickly (and you’ll often get a vocal a-ha moment with a consumer who “gets it”), then 3.) you need to reframe the discussion so your message cuts through the matrix. 4.) this can’t feel delicate and testy like building a deck of cards. it must feel solid like erecting the great pyramids (minus the ‘devoted’ labor, of course). once s/he is feeling what you have, 5.) the pitch needs to go a little beyond where s/he expects you to end. not to annoy the consumer. remember that s/he needs what you have. that little extra is what’s called the value add. there should be a weight to the deal. next, 6.) the price must seem a little to a lot less than they imagined what this would cost. it can’t be on par or more than expected. can’t show the price upfront and then try to build the value. lastly and most critical of all, 7.) there needs to be urgency. this deal is good for vv days or xx hours. people are buying. hinting at or directly alluding to the notion that leading competitors are on your list will help you. you’ve done your homework and know this is a great fit for all of the consumers with whom you’ll be speaking. the sooner a consumer buys the sooner the bump behind it happens. there are only yy slots left before it’s gone or full for zz time period. if there is a no sale or a “let me think about it” delay, then be sure s/he is on an email list to hear about what went down next without his/her participation. 8.) your offer needs to be credible and gaining momentum. got it? great — then get down to real selling! the rest is telling — and telling isn’t selling.