They say that the best way to get a sale is to know what people need and then show them how to get it.
I had the good fortune to experience this for myself.
Helen is an English lady who lives here in town. She’s in her 80’s, and while her body is failing her mind certainly isn’t.
She had written a book but she needed an editor, and she asked me to help.
We spent many hours together, her dictating and me typing. This lasted several months, and we got to be very good friends.
So much so that she unofficially adopted me as her grandson and I gratefully returned the favour.
One day she calls me up: “Martin, I just bought a new laptop and I have no idea how it works. I can’t connect to the internet and besides, I don’t see the use in email and Facebook. Who needs the internet anyway?”
Most people would think: “She’s 80+, why indeed would she need the internet?”
But I had gotten to know her mind and I knew she would love being online.
So I said: “Helen, you are an intelligent, studied person. Are you not interested in the world of ideas, of learning and information?”
It struck exactly the right chord because if there’s anything Helen is passionate about, it’s learning.
She fell silent for a moment and then said: “I love the world of ideas. Can I get that on the internet?”
“Helen, you have NO IDEA. Let me finish my work and I’ll be over to set up your connection.”
That was 3 years ago and to this day she still thanks me for having opened up the internet to her.
She’s learned email, Facebook, Skype, and the other day she even sent me a G+ invitation.
Why this matters to business and sales?
If you want someone to buy from you, you need to know exactly what that person most wants.
You need to understand his problem better than he does.
You can only persuade him if you promise him exactly what he wants – especially if he himself doesn’t exactly know what he needs or wants.
How to do that? You get a copywriter to write stellar salescopy for you: http://www.martinstellar.com/copywriting-services/