GETTING YOUR PROSPECTS OUT OF THE MIDDLE OF THE ROAD

... Acceptable High-Pressure Sales Tactics

By Jim Turner

(c) 1999

While lesser Internet marketers may think that applying high pressure is unappreciated by customers, I have a different opinion. Personally, I think it is in their best interest, and you're doing them a disservice when you back off rather than exerting some force at the close of the sale.

Sure, I know that nobody wants to be high-pressured into buying something. Well, people may say that, but deep down, many of them have great difficulty in making up their minds. I think they want a you to convince them to get off dead center. What's more, if you don't give them that needed extra push, they will never make a buying decision.

When I help people who can't make up their mind to buy a Web site, I feel as though I'm performing a wonderful service. I know how tough it was for me to make the decision when I was confronted with the choice.

I've come to the rescue of a procrastinator who is terribly frustrated by indecision. Do you remember the Aesop fable about Buridan's Ass? That's the one where the donkey starved to death between two stacks of hay because he was unable to decide which was the most desirable. Have you ever felt that way?

I try desperately not to allow any of my customers and prospects to suffer the frustration of indecision. In my opinion, this is one of the real services that professional marketers provide. A real estate broker, for instance, shows a particular house to a young couple unable to make up their minds.

"We've been shopping for year," the wife says, "and this is definitely what we've been waiting for. We'll sleep on it for a few days and get back with you." In this case, the broker knows two facts that justify applying some pressure for the benefit of his clients. First, he knows the people have outgrown their present home and truly need to move soon so their children can be enrolled in time for the new school year. Second, he knows that some other brokers have been showing the house, and there is definite interest.

With this information, he insists, "While I don't want to appear as though I am rushing your decision making, I strongly urge you to submit an offer today. You're not going to find a more ideal home for your family in this price range and in this neighborhood, and I don't want you to lose out.Other brokers have been showing this home, so if you want it, you must act decisively.

They key point here is that the broker knew the needs of his clients. You should learn everything there is to know about why your prospects is interested in your product or service. You get this information by probing and asking questions in followup emails. While some people may accuse the above broker of being high- pressure, that's not the way I see it. I consider him to be thoughtful, caring, and doing what is certainly in the best interest of his clients.

Imagine how they would feel if he failed to guide their decision making at this crucial point of the sales presentation, and as a result, they lost their dream house! You must always remember that your job as a marketer is to do what's right for your client -- and this frequently includes a touch of friendly persuasion and when necessary, some strong persuasion.

Finally, I want to emphasize that a fine line exists between using high-pressure selling and closing a sale with finesse and diplomacy. It's imperative to sell yourself and while your prospects don't have to love you, they must not view you as offensive and rude. With this in mind, you must be firm and confident -- and don't back off from exerting some pressure when it's necessary.

When you sincerely have conviction in your product and in your company and always act in the best interests of your prospects, I believe they will feel comfortable with your forcefulness in guiding them to make buying decisions. In my opinion, this is professional marketing at its best.

Jim is the administrator of http://www.webprofitsource.com and publisher of WebPROFIT Tips Newsletter.

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