In this interview with leading Marketing expert Steve Mills, Steve explains how to use the pain of doing nothing to help you increase sales.
Think of it this way. Do you remember the story “A Christmas Carol”? Three sales people ‘ghosts’ turned up to Scrooges house and tried to sell him on an idea of ‘giving’. This was something he had no intention of doing at all and did he did not even want to listen “bar humbug”.
However, by using the forces of past, current and future pain and pleasure they were able to convince him that change was a must and not just ‘a should’. He changed his mind and his outlook instantly by linking pain to staying as he was and pleasure to change.
Here I uses an example of how I would sell sales training services to remove resistance to buying.
Steve – How many sales people do you employ?
Client – Six
Steve – How good are they at achieving their targets?
Client – Some are better than others, but on average they achieve approximately 75% of their target.
Steve – What is each person’s target?
Clients – They don’t have individual targets, but their overall target is £200,000 per month.
Steve – So they are currently achieving £150,000 per month is that correct?
Client – It varies, but roughly yes.
Steve – How long has your sales team been together?
Client – Some people have been with us longer than others and some have come and gone, but essentially we have had a sales team for five years.
Steve – Has 75% of target been achieved roughly throughout this time?
Client – Yes, approximately again.
Steve – So the team have been losing out on a potential of approximately £50,000 per month for five years is that true?
Client – I have never thought of it that way, but yes I suppose that is true.
Steve – So if we take that back five years that comes to £600,000 per year x 5 years = £3,000,000.
Client – Yes and that is scary!
Steve – That being the case, I suppose you could say that you will lose another £3,000,000 in potential new business, if nothing changes over the next five years, won’t you?
Client – Err yes we will.
Steve – So let’s say that worse case we could help you and your team to become 15% more effective. Let’s work out how much extra income could be achieved.
A 15% increase in sales effectiveness would increase your sales from 75% of sales target, up to 90% of target, or from £150,000 per month to £180,000. This equates to an extra £30,000 per month x 12 months = £350,000 x 5 years = £1,800,000. Is that correct?
Client – Well confirmed.
Steve – Ok. So to achieve this we will need to conduct a series of six training days over a period of six months at a cost of £12,000 and then two per year after this at a cost of £4,000 per year. How does that sound?
If you have done your job effectively you have just made a sale. How could you use the pain in the past, present and future to increase your sales? How can you also use this in your marketing copy, on e-mails, web pages and in direct mail?
Let me know if using this technique improves your enquiry rates.