Principle of SOLD

By Jonathan Klein

Don’t you wonder what your prospects are thinking? Of course you do, we all do. Knowing what your prospect is thinking or what attitude they are displaying is critical to your success, but how?

Use the Principle of SOLD, an acronym that enables you to classify your client or prospect’s attitude allowing you to better handle their specific behaviors. Sold stands for the following:

• S = Skeptical
• O = Objection
• L = Lethargy/Indifference/Ambivalence
• D = Done/Deal/Accept

The principle works like this; every buyer, in fact, every person being introduced to a new concept will and must go through the above 4 attitudes before they buy.

Consider your own purchasing behavior, in fact, think about the last time you watched an infomercial, weren’t you skeptical? Of course you were and what did the presenter do, they showed you evidence that their claim was true!

Then they responded to your objections, like in the Sham Wow commercial explaining you need their product because it saves you money by not having to purchase paper towels.

For those viewers who are lethargic or ambivalent to the infomercial's claims, they then target your pain points: Time, Identity, Money or Elevate/Leverage.

Finally, we get to the last word Done, which is when they accept your claims and are willing to purchase your product or service. Be careful with this behavior, because if a client or prospect accepts your offer too soon they likely have not really bought into your claims and the sale will likely fall out.

Next time you have a client meeting, prepare for these 4 attitudes in advance. Make sure that you know what your client will be skeptical about and have evidence, to the contrary.

Consider what they may object to and prepare questions to head these off, but always be sure to clarify that there are no others.

You can attempt to avoid lethargy or ambivalence by focusing exclusively on the client’s pain, but you will often run afoul by targeting a pain that other clients within that industry have experienced and then assume that has same priority for them. Don’t assume!

Finally, you’ve come to done. Your client has accepted your proposal and is ready to move on. Ink the deal, but before you do ask if there is anything that might cause your client to change their mind. This establishes their firm commitment to you and or will bring up any unsaid conditions.

In my next article, I will discuss the Principle of Integrity. Until then consider joining my weekly coaching calls by registering with this link. https://www2.gotomeeting.com/register/633060643

Article Source: http://www.articlehighlight.com
(my own article directory)

Jonathan Klein is a Sales expert with 25 years experience in B2B and consumer driven sales along with management and training of sales forces. In his first book "The Path To Just Being Nice" Jonathan demonstrates that nice is not just a strategy, but rather has actual processes that if you practice you can increase your "Nice Quotient" and the quality of your life. Jonathan likes to say that "Nice is one of the only renewable resources that when practiced can go on in others for ever." Reach Jonathan Klein at jk@cddppi.com or (561) 212-9226

How To Avoid The Biggest Entrepreneurial Mistake When You Hire An Expert Web Copywriter

By The Expert Web Copywriter

Getting a writer to create a salesletter for you is as simple as going to a website like Elance and hiring the lowest bidder.

Unfortunately if you go with the cheapest writer, the salesletter you get will not be very good.

Writing is an art. It takes a lifetime to master it. Copywriting for direct response salesletters is a skill and perhaps a science. It can take years to get good at it - and along the way the people who are dedicated to the craft need to earn a living as well.

Expert web copywriting can transform a good product or service into a runaway success - while bad copywriting can doom that same product or service to failure. When you consider how a one-time investment in an expert web copywriter could leverage your business into 7-figures or more, the investment of a few thousand dollars in quality sales copy does not seem so great.

There is a particular risk as well to launching a product or business with poor copywriting or the work of a writer who doesn't understand marketing well. The risk is that your business idea could be really good, but your sales process so poor. Competitors will swoop-in and copy your product and bring their knock-offs to market with superior copywriting, pushing your business into obscurity while their business takes off and earns them millions.

In the world of entrepreneurialism everybody wants to do well financially, even the writers and salespeople you hire. When you hire talented people you can expect big success with their input, so it makes sense to hire well and pay well too in order to have loyal contractors who think well of you and give you their best work. The dedication required to learn how to write really effective sales copy that makes you money is the main reason good copywriters want to earn professional (6 figure) incomes with their skills.

Because freelance copywriters and outside salespeople are essentially in business for themselves they have some common attitudes. They work on the skills diligently and the more skilled ones have a tendency to follow the money.

This is another way of saying that the fee a copywriter charges may give some indication of skill. Of course even very wealthy people like to get a bargain, and a copywriter with skills who needs to grow his or her client list may charge lower fees than a more-established writer of comparable skill.

Since copywriting is a discipline of both marketing and salesmanship you can expect expert copywriters to be reasonably effective at marketing their own services. On the internet of course it is easy to research several copywriters and select one to work with who will write what you need within your budget.

Article Source: http://www.articlehighlight.com
(my own article directory)

As cheesy as this article is it does demonstrate something; that the expert web copywriter who wrote it knows how to use articles to generate backlinks for search engine marketing. In addition the writer is seasoned and proficient at a wide range of direct response methods to make your product a success online. More information at www.free-press-release.com/news/200907/1247168803.html