Sit down before you read this.
We've got to talk.
Look. This is going to piss you off. This is going to look like I'm causing problems.
I'm not causing problems. I'm just pointing out where problems already exist.
On Lawrence He
Since Part 1, I’ve been trying to ramp up my sales skills
and actually close a sale. So I bought 3
sales books. The problem with these
sales books is that they are mindset oriented rather than action oriented. I’m looking for a technique or a script I can
use today, whereas instead these books give general advice on trying to
understand the customer. I agree that
this is something that I should know, but is not directly applicable.
One of the key things I learned is that selling to VITOs
(Very Important Top Officers) is a lot different than selling to common small
business owners. VITOs are hyper-busy
and want you to be direct about your offer.
Small business owners on the other hand, appreciate small talk and
compliments. They like formalities and
building friendships before buying.
I also learned some copywriting. It’s surprising how difficult writing a
simple email copy is. It’s also
surprising how little material there is on teaching writing small business
email copy. I’ve asked Sebastian
Marshall and Daniel Odio and they’ve offered suggestions. Sebastian told me that I needed to shorten my
copy, and to have a stronger call to action.