More than 20 years ago, I was headed out of town to visit a client and make my first ever sales call for the medical device company that I was working for.
I was excited and a little nervous. I had visited this client before in my previous role in operations, but this was different. My goal was to get new business from a new product line that we were selling.
I talked strategy with my boss, so I knew the ground that we had to cover in our meeting. We also discussed the personalities of a few people that I would be meeting for the first time. Everything seemed to be in place and I started to head out the door, when I heard my boss call my name.
He said, “Steve, don’t forget to ask for the sale.”
I thought about that tip all the way on my flight to Kansas and many times since that day.
What should be obvious to everyone in sales, is not something that occurs on a regular basis. Everyday, I see marketing and advertising that does not ask for the sale. Or even the next logical step the customer takes on the buying journey.
This is especially true in real estate.
And that’s why Chapter 7, The Sell, is such an important part of my book.
The Sell consists of two parts: The Segue and the Call to Action.
The Segue is where you pivot from telling the story to talking about you and your business. The story is used to capture your audience’s attention, create emotion and bring a message. So, it’s your job to take that message and emotion, and twist it towards your business.
You can see a great example of the Segue right here in this email. I started out talking about my first sales trip and then transitioned into my book. The trick is to do it so smoothly that it seems like a natural progression of the story.
With some practice [and the advice in my book] you can make it happen as effortlessly as I do. The segue gives you a connection between the story and your business that makes sense and does not seem like a sales pitch.
The great thing about the Story and the Segue is that they build upon the goodwill you generated with your audience. The goodwill comes from the entertainment factor of the story and the demonstration of how you can help your customer in the Segue.
If you ended at the Segue, you would waste that goodwill and leave the customer wondering about the purpose of the email.
And that’s where the Call to Action [CTA] steps in. The CTA gives purpose and guides the reader to the next logical step that they need to take to solve their problem.
The CTA is asking for the sale or the next logical step that leads to the sale.
To see how I structure the Segue and the Sell to get people to respond and take action, pick up a copy of my book at the link below.
Next time, we will talk about Chapter 9, the closing to the email and why I go against the advice of the gurus to include a second Call to Action.
Talk to you soon!