Often Overlooked Success Secret
The Success Margin
Tuesday, April 15, 2008
You are undoubtedly are seeking more sales, as
does any sharp business person.
But, as many I have worked with, you may be
unaware of a simple change in your sales strategy
that can make the difference between massive
success and complete failure. The answer?
You must discover how to effectively close sales.
Otherwise, it's just not possible to be successful in
Yet, most offers I review both online and offline do
not include a powerful close. The majority of
personal presentations have the same flaw. They
offer just a single product or service. It's no wonder
most offers, whether in written form or delivered in
person, fail miserably.
I notice that new clients who ask me to critique their
copy tend not to contain an effective close to their
offer. Instead they simply offer their "widget." And
then ask for the order. While this may seem logical
to some, such a strategy will rarely succeed.
Often I can "fix" the copy and create a winning
offer just by changing the close.
As every experienced direct marketer knows, how
you word the offer has everything to do with its
Closing the sale effectively, whether in person or in
sales copy, is absolutely essential for massive
You must close sales with passion and vitality.
Clearly with a strong close you will often get a
"yes" answer to your offer. Why? Psychologically
it's 10 to 100 times more powerful than the typical
wimpy ending of most sales presentations.
There are many effective ways to close a sale. And
I've tested nearly every proven one.
Today I'm going to reveal the simplest and easiest
method I've ever found.
Please burn the next sentence in your mind, dear
** When you are ready to go for the order, never
ask a prospect a closing question (or any other
question) which can be answered "yes" or "no" **
When you plant the "no" seed in anyone's mind, it's
almost automatic to simply say "no." And believe
me, most will say "no" as a result.
From the beginning of the offer you want to build a
"yes" momentum when marketing anything.
Of course, in any offer you must present all the
powerful and compelling benefits of your products
first. (Study my writings and my home-study
course, Million Dollar Copywriting Bootcamp, for a
step-by-step plan. Click on www.tednicholas.com
But here is the little-understood secret that will not
only close orders. It will also put millions of dollars
in profit directly into your bank account.
Here is the magic key to it all.
** Never ask "if." Instead ask "which" **
Always form your question in such a way which
gives your prospect a choice between something
Not something and nothing.
By giving the prospect a choice between two or
more alternatives, you'll nearly always get the
answer you want.
A successful marketer gives the prospect a choice
between at least two alternatives. Both alternatives
must provide valid benefits to the prospect. (A
choice of three to five options can also work
** Examples of successful closing questions **
Please observe that some questions are designed to
draw answers that lead to or close the final sale:
* Would you like the basic package at $1,997, or
the deluxe version which is just $497 more?
* Does the silver or gold membership program
suit your needs best?
* Would you like delivery Monday or
* Would you like the product in brushed
aluminium or black?
* Does the one payment or three payment option
suit you best?
Or to your banker:
* Would a $150,000 line of credit or would
$200,000 best suit your current loan budget?
The psychological power of asking the right
questions, both in business and personal situations,
cannot be overstated.
** The secret is to assume consent **
In asking closing questions, basically you are
assuming consent from your prospect, banker or
friend. This is nearly always a good thing for
During my high school years (long before I met
Bethany) I first discovered the principle of
assuming consent during my early dating
I observed that most of the brightest and most
appealing young women tended to spend their
Saturday nights at home alone.
When I questioned my fellow male students as to
why they didn't ask these young women out more
often, they answered along these lines:
(1) "I've tried before. But they might say 'no.' That
would make me feel rejected, which is tough for me
(2) "They might be busy. When I've asked Susan
out before she was busy doing something else. Or
even worse, had a boyfriend."
I reasoned that neither response seemed like much
of a risk to me. At least I would know the real facts.
Because a "yes" was possible, perhaps even likely,
It was a small risk I was willing to take.
So then I formulated my dating strategy. I simply
asked a question which gave a choice between two
options which suited me and them as well.
Here was the question I asked.
"Would you like to join me and go to the movies
Friday or Saturday night?"
I was delighted that over 90% of the time they said
"yes." Of course they chose the night which suited
Occasionally they were busy both nights or had a
boyfriend of whom I was unaware. Of course this
was the law of average in action.
Later when I began to use the "choice close" in the
business world the result was also sensational. I
found this result to hold up ever since in personal
sales situations. And in all my copy.
Have I convinced you yet? Utilize this closing
technique in your next offer. See the results for
yourself. I believe you'll never do it any other way again. Why?
Instead of that typical "no" response you will
increase the number of times you hear that magic
word "yes" that we all love!
To your increased Success Margin.
© Copyright 2008 Ted Nicholas