It’s uncanny how much sales are like dating.
But not like dating that cute guy at the deli.
Sales are more like dating a caveman, a neanderthal.
A person who goes through life trained to spot risks and dangers.
A prospect sees himself constantly, potentially, at risk in a pervasively hostile environment, just like human beings in prehistoric times
To someone looking to buy, every offer could be a lemon – gotta be careful, right?
Of course these days we no longer fear thunder, or predators, or eating a poisonous plant.
But we still need to be protected from our environment:
Muggers, scammers, ISP’s, traffic, falling ladders and shrimp-gone-off – all kinds of things can be a hazard to us.
To protect us from that, we have the lizard brain.
The lizard brain sniffs out details in our environment that are too small or too fleeting for us to perceive consciously.
That time you slammed on the breaks and just barely avoided hitting the car in front of you?
That was because your lizard brain perceived a risk, and effected a safety response instantly – all before your mind even registered that the car in front of you was breaking.
You sniff at the overdate jar of sauce, and it smells fine.
But you distrust it anyway and drop it in the bin.
Your lizard brain just protected you from food poisoning.
Redundantly perhaps – but in a hostile environment, it’s better to be safe than sorry.
Very useful, this lizard brain.
Terrible for sales though: people are constantly on the lookout for a reason not to trust us
Unless of course, you know how to work with it.
Once you realize that a prospect is constantly and actively looking for reasons not to trust your offer, you can behave in ways that show people, over time, that you’re alright, that you can be trusted.
Like Sharona is doing very cleverly.
Sharona is a girl here in town, and she’s madly in love with Grog, my pet caveman.
But Grog is used to simply dragging a female to his cave by the hair – he doesn’t know what all this love malarky is about.
To him, a smile is a sign of aggression.
Someone wanting to touch his arm is perceived as an attack, and moving in for a kiss is just right out of the question.
He no longer drags women by the hair though, I made him stop that. I’m very persuasive.
Sharona is clever – she’s basically using the strategy of email marketing to win his trust.
Each day when Grog and I go out for a walk, she’s there on the same park bench.
She’s patient, persistent and consistent: she’s there every day, just so he can get used to her presence and get to trust her in his own time
She doesn’t ask for his attention, she doesn’t expect him to notice her – she just shows up, every day.
The result is that Grog’s lizard brain gets used to her.
She’s becoming a permanent fixture in his surroundings.
And each time he sees her she’s just sat there – not threatening, not demanding – Not salesy.
Just there, showing up, a pretty sight.
And he’s getting used to her. Getting to like her.
And I think it’s beginning to work: this morning before going out, I noticed he was picking the rabbit bones out of his beard and combing his chest fur.
I’m pretty sure that within a week or two, he’ll want to hunt a wild animal and offer it to her.
What this means for your business:
Talk to your list – every day if you can
Be like Sharona: Consistently present, a fixture in the lives of your prospects and customers.
Show up consistently, a pretty sight or a useful message.
People get used to you, they’ll start liking you for the simple fact that you’re there to stay.
They see you mean business and are committed to it, and that builds trust.
And trust breeds sales.
Ready for more trust and more sales? Then I’ll write those emails for you – daily, weekly, bi-weekly – whatever works for your budget and your business model.
Let me be your Sharona.
Whatever the details may look like, the result is always singular: more sales and more money in the bank.
Here’s the how and the why –> http://martinstellar.com/high-conversion-sales-copy/