How To Sell Anything To Anyone Anytime – SELL ME THIS PEN

Imagine if you could sell anything, to anyone, anytime, anywhere. When it comes to selling, when it comes to closing, there are so many techniques and so many ways. Dan shares three powerful secrets that you can use to do exactly that.

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How To Sell Anything To Anyone Anytime – SELL ME THIS PEN

“Go ahead, sell me this pen.” I’m going to teach you how to sell anything to anyone any time. When it comes to selling, when it comes to closing, there are so many techniques and so many ways. I’m going to share with you three powerful secrets that you can use to sell anything to anyone. The very first secret is this, “How do you turn something into a commodity? How do you sell a product? How do you sell a service in such a noisy marketplace?” Number one, people don’t buy because of logic. People buy because of emotion and they justify it with logic. I want you to think of something that you want to buy in your life. It could be a car, a house, anything. I want you to picture that. Once you have that in your mind, I want you to ask yourself this question. Why do you want to buy it? Why do you want to buy that particular item? Why do you want to own that item? Why is that? Maybe it’s a new suit, it looks good on you. Maybe it’s a new dress, a new car, a new house. Maybe it’s a vacation, but why do you buy it? I want you to dig a little bit deeper.

If you peel through the layers, you’ll realize you’re buying emotions. Maybe you buy the item because of greed. You want to make money or you want to save money. Maybe it’s because of generosity, that buying this item, it’s going to help other people. Have you noticed sometimes companies, if you buy this particular product, they donate a certain amount to charities? Maybe they buy because of generosity. Maybe because of shame of, “If I don’t buy this, I’ll look foolish. If I don’t own this, I’ll look foolish.” Maybe it’s fear, “If I don’t buy this, I’m going to be missing out. I don’t want to miss out.” Maybe it’s an escape that you go on a vacation. Your 9:00 to 5:00 job is driving you crazy and you say, “I need some time off.” Maybe you’re buying it because it’s an escape.

Whatever those reasons are, they’re often emotional reasons. You buy because of emotion and justify with logic. Think about when you’re selling something to somebody. Are you talking about features and benefits, what this thing would do for you? Are you pushing those emotional hot buttons? I remember one time I was in Harry Rosen, which is a very well-known high-end men’s wear store in Vancouver. I walked into the store and I was walking by the Tom Ford section and the salesman approached me and said, “Sir, is there anything I can help you with?” I said, “No, I’m just browsing around.” He said, “Do me a favor, put this suit on.”

Sell Anything: Don’t push your product or your services. Don’t push the features and benefits. Think about the emotions or hot buttons that you’re pushing.

At the time, I had never owned a Tom Ford suit. I have a lot of suits, but I don’t have a Tom Ford suit. He said, “Do me a favor, put this on.” I said, “All right,” I put it on. He said, “How do you feel?” “It feels pretty good.” “Also try this on. Put on this tuxedo.” I said, “That’s pretty cool.” He said, “It looks great. Are you a fan of James Bond?” I said, “Who isn’t a fan of James Bond?” He said, “This suit right here, this tuxedo is the exact same design James Bond wore in Casino Royale. You know the scene where he was gambling? It looks good.” Before you know it, I bought the tuxedo. It costs a lot of money. If you think about that, what am I buying? I’m buying emotions. What I’m buying is when I wear this tuxedo, I feel good as a James Bond fan. I feel like James Bond even logically, I know that I’m not James Bond but emotionally, it takes me there. This is cool that I wear the same tuxedo, the same fit, the same everything. Then he upsold me on the shirt and a cufflink, the whole nine yards. That’s what I’m talking about. People buy because of emotions and they justify with logic. You have to understand that. Don’t push your product, don’t just push your services, don’t push the features and benefits. Think about what are those emotions or hot buttons that you’re pushing.

Number two, people don’t buy their way into something, they buy their way out of something. It means people very often are buying something because they have a problem they want to solve. They want to buy their way out of that problem. People don’t buy the drill, they want a hole on the wall. What is it that you’re helping them solve? What problem? What is that thing you have to understand? I always say the amount of money that you make is in direct proportion to how deep you understand your marketplace is paying. The amount of money you make is in direct proportion to how well, how deep do you go, how much you understand your marketplace is paying. You have to understand what are the pains that people have and how can you help them relieve some of that pain? Think about that.

Number three, people don’t buy products and services, they buy stories. When there are so many choices out in the marketplace, on the internet, any product that you want, there are hundreds and hundreds of choices. How do you stand out? How do you add emotions to a commodity? A pen for example. What’s the difference between a $2 pen and an $800 Montblanc John F. Kennedy limited edition exclusive pen? It’s an $800 pen. It’s the same pen. It has the same functions. When you add a story to an item, suddenly when you add the John F. Kennedy, the president, the story attached to a brand or a logo, it is ten times more valuable. It is 100 times more valuable. It is 300 times more valuable, that particular pen, all because of story. It writes the same. A $2 pen can write too. That’s the difference. Think about what’s the story? How can you inject stories into everything that you do? Maybe it’s an origin story. How did you get started? Why do you do what you do? What are also the stories of your customers? Where are you using stories in your marketing in your business? How else can you use stories? Remember facts tell, stories sell.