subject: A 'buying State Of Mind' For Ad Space Sales [print this page] What STATE is your client in? What STATE is your client in?
We discussed in other articles as an ad space sales expert you want to be able to DIRECT your client's 'State of Mind' to experience some positive states and some negative states, before arriving at a 'buying' state.
So what is the 'buying state'?
It's the state of mind where your client is ready to book some ad space with you.
Which means that they are relaxed, happy, and ready to EXPERIMENT with something NEW which they BELIEVE will bring them new sales and new profits.
They are NOT in a DEFENSIVE state of mind, worried that they are about to make a mistake -- apprehensive that they are about to lose ALL the money they spend with you.
(They probably WERE in this state of mind at the beginning of your conversation, and at other moments during your presentation).
As we have been discussing over the past few issues, you induce a 'buying state' in your client by invoking their MEMORIES and their IMAGINATION.
You invite your client to REMEMBER some occasions where they took a (small) risk and got a GREAT result.
And you ask them to IMAGINE a future moment where they have booked an ad with you and get ANOTHER great result.
You don't ARGUE with them, or make them uncomfortable with a 'canned' sales pitch.
You now tell them TWO STORIES. The stories are of people who were in the exact same situation in which they now find themselves. And the people in the stories are LIKE THEM.
AND. These people advertised with you and had a success!!
You ASK your client if they can 'identify' with these people.
Then you tell them: "I cannot guarantee that you'll get the same result. That depends partly on your product and your offer, which are out of my control.
"But I CAN guarantee you the same OPPORTUNITY that they had. The only way to TEST if you'll get the same success is to TRY an ad, isn't it?
"If you don't try, you'll never know, will you? Even if you TEST an ad and you don't get all the sales you want .... your ad will still have been a success because you'll KNOW more -- have a better idea of what works and what doesn't -- won't you?
You then ask them for ANOTHER GOOD MEMORY.
"Tell me, when was the last time that you TESTED an idea (not necessarily in sales) -- which you weren't certain would work .... And you got a GREAT result?"
Let them tell you. (You're invoking more good feelings)
"Can you see this happening in this case?" you ask.
If they say "Yes" ask a 'Lead-in' Closing Question (Like: "Have you got an ad you already run elsewhere, or would you like us to create some alternatives for you to review?")
If they waiver and seem hesitant, move to the Desire Step in the DIPADA sales sequence.
You say: "You take out an advert with our publication -- and this is what happens!
It is X weeks from now..."
Then you paint a picture of what your client wants, as though it is ALREADY done. First you set the scene. Then you paint them into the centre of the scene, enjoying success.
"It is (set time) from now. You're (set place).
You experience....
You hear....
You see....
You smell....
You feel....
You help your client to imagine this particular scene in their future, you focus them as the STAR OF THE SHOW, enjoying the benefits of having advertised with you -- but you describe your picture in the PRESENT tense.
You then conclude with the Closing question: "Isn't that what you REALLY want?"
In effect, you are AGAIN working your client's IMAGINATION, but you direct it more closely than before. You SHOW them the future .... And it's WONDERFUL -- because they booked an ad with you.
You: Mr. Hall, (Remind him what he wants) you want a flood of enquiries from new prospects who want to lease your vehicles, so that you can expand your fleet, and become the most important operator in the Midlands. Isn't that right?
Well advertising with us will do that for you. Mr. Hall, you book your space today and this is what happens:
(Paint a Picture) It's four weeks from now.
(Set place where action happens)
You're sitting here in this office, on a Friday morning with a mug of tea in your hand.
You sip your tea and look at the sun streaming in through the window.
Through the window you can hear your staff whistling and singing along to the radio as they prepare your vehicles for this weekend's customers. (Describe what he can see, hear, taste - engage his imagination by describing what his senses are doing)
Your phone rings.
(Present Tense) It's another new fleet vehicle client with whom you've been negotiating. He's one of the many who called you after your advert appeared. You've already booked new leases with eight of them, and you've got ten more deals on the boil as a direct result of your advert.
Your caller speaks: "John, I just called to tell you that my board of directors has looked at your proposal for us, and they've decided to go ahead with it.
We're going to lease the whole of our fleet through you, starting next month. I just called to let you know the news, you'll get a letter confirming it early next week."
As you put the phone down you say to yourself : "Am I ever glad I took a chance and advertised. We've certainly found some new business there!"
(Closing question) Isn't that what you REALLY want?
THAT is putting your client into a 'buying state'. Now you can ask for the order.
If they DON'T buy into your picture, then you won't be making a sale .... TODAY.
We'll talk about what you do then ... in a future article
