Most Popular Jun Posts

Most Popular Jun Posts at SalesTactics.org

Most Popular Jun Posts at SalesTactics.org

The $600K copywriting case study lead the pack for a second month. People are eager to know how this feat was accomplished. What disappoints me is the constant search by lower-level copywriters for the "magic beans" or secrets of how it was accomplished. The fact is a number of factors contributed to the success of this campaign, including:

  • choosing a client who was already educated about traffic, split testing, video presentations etc., and was well capitalized
  • having a list and target market that was "warm"...some who already had moneymaking experience with my client
  • a great, unique product that had been completed and worked
  • the client's desire to get expertise from other sources, such as high level strategy sessions, special programming, and proven video sales letter scripts
  • the ability to "heat the target prospects up" with education they couldn't get anywhere else.

This was a four-week campaign with a winnowing process to go from a list of 55,000 to under 5% of that; two weeks of specialized education, in which we showed these key prospective customers the difference in what we were teaching, and essentially made them "drink the Kool-Aid" to start viewing the world my client's way; and then a week when the offer was open, giving them the opportunity to buy the software that totally automated everything they had learned about in the past two weeks.

Instead of looking for the magic beans, look for the elements of success that were built into this project even before I was invited to join.

Expert Sales Interviews Draw Attention

Most professionals are so busy branding themselves they don't have time to interview anyone else. I'm happy the Most Popular Jun Posts clicks show you're interested in the fact that I can interview and share the discussions with fellow experts in sales, marketing and business development. The chance to reach and connect with skilled people who operate with large multinational firms, or Fortune 1000 companies, or help local organizations reach their markets more effectively, is exciting and powerful.

The six experts interviewed here, plus some of my own interviews, are a goldmine of knowledge and experience in the world of selling. To learn what these professionals share here would cost you thousands of dollars in their billable hours. And nobody is taking the time to interview them and give the content away as I do here.

The Dummy Curve In Selling

The mystery of why salespeople do worse as they get more experience in their job is explained by the first half of the Dummy Curve. The first instinct of salespeople is to imbibe as much technical knowledge as possible. "If only I knew more about the product, I could sell more," the salesperson thinks--and says! Their employer, who often believes the same, is more than happy to indulge this request. But the fact is, the more features and benefits you throw at prospects, the more they turn off and look somewhere else.

No one wants to be overwhelmed by technical knowledge. Most of the terms are foreign to the average person. So why are you blasting this stuff at your poor prospects? Because you think it's the right way to go about selling. Unfortunately, no. Knowing about features and benefits is fine. But keep it to yourself. When a prospect asks a question, instead of responding with knee-jerk technical factors, ask something like, "Could you share with me what about that is important to you?" Get to the deeper question. Play dumb. And by that, I mean don't assume your technical knowledge is the answer the prospect is looking for. You'll sell more effectively, because you will get at the real reason the prospective customer is asking the question. This Top Three result of the Most Popular Jun Posts is a hidden powerhouse of selling skill.

My Take On The Most Popular Jun Posts

We've had fewer posts lately because ever since I reorganized my business at the start of this year, I have been invited to work on larger and more complex sales and marketing projects. Those eat up a lot of my time, naturally. But I am always burning to share effective sales tactics with you here. I plan to share more case studies.

We all want to know what creates success. Often we're hoping it's some kind of laser zapper, one cool thing, that's responsible for the win--but that is not the case. Success is the peak of the iceberg. You don't see all the hours and effort under the surface, without which you would not reach the top. I'll share a real secret with you: the road to success is often boring. It means spending your evenings reading about your subject. It means writing, writing, and writing some more. It means discipline. Writing this blog is a discipline. How many people do you know who started a blog, but dropped it after a few days? SalesTactics.org has been steaming along for over six months now! In a viral post sharing group I belong to, I'm the ONLY blog writer who has stuck with it this whole time.

Are you "sticking to it" in your business? I don't find many people who do.

>> Jason Kanigan is a sales force developer and copywriter. If you have an opportunity that requires a top orchestra conductor to get everyone playing together and pull it off, we should speak. Do you have a question about the Most Popular Jun Posts? Comment below to let us know! And please Like us on Facebook, or Share this content if you know it will help someone. <<


Curse of Knowledge: How Is It Hurting Your Sales?

Curse of Knowledge in salesCurse of Knowledge is a sales killer. It affects every salesperson who has been in their role for awhile, and learned the "ins and outs" of the business. How does it do that? The Curse of Knowledge means when you know a lot about a subject, it is difficult for you to imagine the issue from a lesser-informed person's point of view.

It also means you get caught up in the bells and whistles--technical features--of the product or service you're offering.

Harvard Business Review explains how the Curse of Knowledge makes it impossible for us to fathom not knowing something once we know it. Since we cannot easily duplicate the other person's state of mind, it is difficult for us to share the idea.

What results does this bring us in selling?

The Problem of the Curse of Knowledge In Selling

I found three spun versions of the same article on tech sales. That's a little odd, but the content of the article is valuable.

In the write-up, a sales trainer describes how "salespeople typically simply list technical facts to potential clients and believe that that’s an effective sales method. Believe me, it isn't.

"The odd thing I notice from a sales point of view is that technology is getting more complicated, rather than — as we’re led to believe — more simplified.

"Consumers are becoming rabbits in headlights, trapped with the dazzle that is technology specification. It is the responsibility of technology salespeople to understand what a consumer wants, remove the dazzle and attend to that critical need, which surprisingly may not be the leading edge of technology."

Can you see how a similar knee-jerk salesperson reaction and effect upon the prospective customer are occurring in your industry?

How To Alleviate the Curse of Knowledge

There are two immediate ways to minimize the effect of the Curse.

First, use the Dummy Curve. Don't leap into features and benefits. When your prospect asks a question, find out why that is important to them--instead of opening up with the barrage of technical data. Unless they are the most serious of gearheads, they won't care about technical features. When a person buys, they don't care HOW you do what you do...they want the results of what you do.

Second, break things down into small steps. When you're explaining something, remember that learning a new concept is often real work! Don't rush.

Being conscious of the Curse of Knowledge is the first step to minimizing it. Remember, they don't know what you know...and to a large degree, they don't want to. They want a solution to their problem. A machinegun barrage of features and benefits isn't going to help them get there.

>> Jason Kanigan is a sales force developer. Do you have questions about the Curse of Knowledge? Comment below to let us know! And if you have a friend who would be helped by seeing this information, please Like or Share! Don't forget you can get powerful sales tactics books on Amazon/Kindle right now! <<


Jason Kanigan Huffington Post Quote In Success Article

Jason Kanigan Huffington Post Quote

Jason Kanigan Huffington Post Quote In Lifestyle Fanatics Article

Sales On Fire president Jason Kanigan was quoted alongside 16 other business owners in the Huffington Post's
"17 Lifestyle Fanatics Share Their Secrets to Success".
The article comprises the outstanding advice of 17 entrepreneurs who said "Forget It" to corporate drone life, and their advice for jumping into ownership roles allowing them the lifestyle they desire.

Jeff Steinmann, author of How To Quit Working, developed this article. He has interviewed many startup owners on his podcast show of the same name. For would-be entrepreneurs who are perhaps a little afraid to make that leap, Steinmann's book and show lay out a clear path and examples of how to accomplish a pain-free start to your own business.

Purpose of the Jason Kanigan Huffington Post Quote and Article

The goal of this article is more than just to share some quotes from startup business owners. Many people say they aren't happy. The work they do is a significant factor in this rating, and by identifying and pursuing a role and results they find meaningful, they are more likely to have a rewarding experience emotionally, financially and in other areas of their lives.

If you are considering the leap from the cubicle to your own lifestyle business, where you choose when you work, who you work with, and how much you earn, then this is a must-read article! With these quotes as inspiration and Jeff Steinmann's book as your roadmap to sensible and smart business building, you will make the transition comfortably and competently. It's easy to say, "I want to start my own business," or "You should start your own business," but the realities of doing so can be intimidating. The fact is, however, that you can proceed in a way that doesn't jeopardize your financial health, relationships or comfort level--if you know the path to take.

The quotes provided by these entrepreneurs who may have been there before you, plus the wisdom in Jeff's book How To Quit Working, will get you there.

Click here to view the Jason Kanigan Huffington Post quote and full article with slider information of all the entrepreneurs.

>> Jason Kanigan is a sales force developer and copywriter. Was these quotations helpful to you? Comment below to let us know! And if someone you know would benefit from seeing them, please Like or Share! <<