Want To Know How To Stop Using This Disgusting Close?
What comes to mind as you read the following script:
"It's not $3,000. And it's not $2,000. It's not even $1,000. Today you can get the entire programme for just $797.00."
Quick, what are you thinking about?
If you're like me, you likely thought of some 30-minute infomercial on late-night TV for a course by a slick-talking sales person who claims he or she can make you into a millionaire teaching you how to flip real estate.
And at the end of the 30-minute, cliche filled presentation, the sales person uses that way overused closing technique to get you to purchase.
Give me a break!
I don't know about you, but it disgusts me!
Disgust: a feeling of revulsion or strong disapproval aroused by something unpleasant or offensive.
And that's why I don't watch infomercials.
And it's also one of the reasons that I recently have not purchased a number of courses being marketed by some extremely well known Internet Marketers.
Why This Closing Technique Is Disgusting!
My feeling is that this closing technique, when I hear it or read it in a piece of sales copy, is disgusting.
Now I know that some of you are thinking, "Isn't saying it's disgusting a little strong?"
Not for me, and here's why.
A lot of the individuals who are using this close in their webinars and sales copy have been in the Internet Marketing business for years.
A lot of them are very sharp marketers who really know what they're talking about.
And they also produce some excellent content and fee-based programmes that provide real value, helping both individuals, small businesses and large corporations to increase their website traffic and their sales.
Many of these individuals are leaders in the marketing field and are the first to begin using the latest, newest marketing platform that comes along, e.g., think Instagram.
These are professionals who pride themselves on their creativity and innovation.
They admire other creators and innovators, like the late Steve Jobs.
And yet, when it comes to some of their selling techniques, like the closing technique this article is about, they have not innovated. They have not created anything new. They seem to be unable to change their thought process and continue to rely on this outdated method.
They have lists of credentials, have built multi-million dollar online businesses, and are popular speakers at Internet Marketing conventions.
Yet, when using this close, it's as if they view those of us watching their webinars, or reading their copy as uneducated, unprofessional simpletons.
And that's why it's disgusting.
Because you're not, my dear reader, an uneducated, unprofessional simpleton.
Would You Use That Closing Technique With A VP Of Sales At A Multi-National Company?
I dare you to try it!
"So Mr. VP, as we've discussed today, our selling skills programme will benefit your organisation in all of these ways. And you can certainly appreciate how that's going to have a huge positive impact on driving your sales and your market growth.
And I'm sure you're wondering how much this selling programme is going to cost. Normally, we charge as much as $xxx for this programme. And to be honest, we've had a lot of clients who've paid that much for it.
But today I'm pleased to say that we can offer this to your organisation not for $xxx, and not even for $yyy, and not even for $xxx. But for only $yyy."
Would any professional sales person speaking to a VP of sales actually use that kind of a closing technique?
And what do you think the VP of Sales would be thinking as he or she was listening to that?
Likely something like this: "You're going to teach our sales force how to sell more effectively and professionally, and yet you're using such a cheesy closing technique?"
And then that VP of sales would most likely say, "Thanks a lot for your presentation. I'll take it up with my management team and we'll get back to you with our decision." Which really means, "Thanks for your time. Don't call us, we'll call you."
I know that some of you may not relate to the scenario above. So here's another one.
Imagine you go into the Apple store because you're interested in looking at the newest iPhone.
The sales person takes great care of you, is extremely knowledgeable about the product's features and benefits, answers all of your questions, and shows you exactly how to use the new phone.
And then, after all of that professional treatment, the sales person says:
"Normally, this phone would easily sale for $xxx, and many of our customers have paid that much for it and are very satisfied. But today, it's not $xxx. In fact, it's not even $xxx. And it's not even $xxx. Today, just for you, it's only $xxx."
What would you think? In fact, would you ever expect a sales person in an Apple Store to say something like that?
Because Apple sales reps know they have the best product with all of the benefits you're wanting to receive from a smartphone. They don't need to resort to cheesy sales closing techniques to get you to purchase.
Why Is This Closing Technique Still Being Used?
I assume the answer most internet marketers would give to the above question is, "because it works!"
How well does it work?
Someone, somewhere, has probably tested this type of close against a more direct closing technique and will tell you that it will increase your sales by 5 percent or something like that.
I can get a 5 percent increase in my sales just by treating my webinar attendees and blog readers like uneducated and unprofessional simpletons. I'll use it!
No, you should not!
Just because a technique works, doesn't mean a professional who really cares about his or her audience should use that technique.
Unless, of course, the only thing you really care about is getting more money out of your audience. If that's your number one priority, than pretty much anything will go for you.
On the other hand, why not look at the situation from another perspective.
If you have a business that's pulling in thousands, or even tens of thousands of dollars each month - which many of these top marketers are doing - do you really need another 5 percent so desperately that you must use unprofessional tactics to get that extra 5 percent?
In other words, if you left 5 percent on the table because you're more concerned with your audience and treating them, not as if they're uneducated and unprofessional individuals, but intelligent people who can make a good decision, treating them with respect, and dignity, wouldn't that reflect a higher purpose for you and your business?
So, do you....
Want To Know How To Stop Using This Disgusting Close?
That's it, plain and simple!
Just stop using it!
Because you don't need to use it in order to persuade your audience to purchase your product or service.
You've already helped your audience understand your credentials and why they can trust you.
You've clearly communicated the benefits that your product or service is going to provide for them, or the problem it's going to eliminate for them.
And you've got their agreement throughout your presentation.
So, you don't need to resort to using these types of closes.
Simply use a direct close, tell everyone the price for your product, service, or programme, and let people decide.
Leave all of the cheesy, unprofessional selling tactics for the cheesy, unprofessional sales people.
But it's time for the real professionals in the IM space to start acting like the professionals they are and stop using this disgusting closing technique.
And if you'd like to learn some other, professional closing techniques for people who are indifferent, or skeptical, then by all means sign up for my FREE 4-Week Coaching Programme. Just fill in the form at the bottom of the page for instant enrolment.
This is an entire programme, not simply a partial programme. I'm going to be releasing this as a paid programme on June 1st, 2016, but for now you can enrol in it for absolutely no cost to you.
I look forward to working with you and helping you succeed online.