"Price Doesn't Sell... A Salesperson Sells"...

Are You Foolishly Giving Away Your
Profits Just To Make The Sale?

Don't Get Sucked Into The "PRICE WAR" Game!

Your competition sells good stuff. You sell good stuff. Your competitor's customer service is adequate. Your customer service is adequate. Their products are new and inviting. Your products are unique and impressive. Sounds like an even battle...right? So how do you get the sales without giving away your profits and lowering your price?

Let's face it... We all know that competition online is enormous. But just assume for a minute that a lower price isn't an option. If you weren't able to lower your prices, how would you convey value to your customers? What could you do as a salesperson to make your customers fall head over heals in love with you... and ultimately GIVE YOU THE SALE...AT ANY PRICE?

What if you owned a nice cozy boutique down on the Main Street in your hometown? A great location...nice exterior... bright red awning... lots of traffic passing by... free parking.... the trendiest decor... HUGE neon sign out front....the WHOLE NINE YARDS!

• What would you do to bring new customers in the door?
• What would you do to insure you made a sale once they were inside?
• Would you keep in touch with a customer after they left your store?
• How would you handle those "Window Shoppers" who were just browsing?
• Would you display a "no questions asked" return policy in your store?
• Would you have a phone number your customers could call?
• Would you offer layaway plans... payment plans?
• Would you accept different forms of payments from customers?
• Would you offer your own "IN STORE" credit plan?
• Would you offer an incentive for customers who bring a friend by to shop?
• Would you offer FREE delivery on "Larger" items at no additional cost?
• Would you offer a free gift just for stopping by?
• Would you have "Special Sales & Discounts" for first time buyers?
• OVERALL... What would you do to make purchasing an item at your store a more pleasant and rewarding experience than from your competitors?

I hope you grasp the point here....

Just as with a "brick and mortar" shop, you need to apply the very same principles to your online store. The actual steps that need to be taken to accomplish your goals might be somewhat different online versus a "brick and mortar" shop, but the same basic principles still apply.

But undoubtedly, the BIGGEST hurdle you face each day in online sales isn't designing a flashy website or finding a million products to sell. The biggest hurdle you face daily is YOU! If you aren't consistently selling at YOUR PRICE, chances are it's because of something you, as a business owner, are doing less effectively than your competition. In other words....

YOU NEED TO BE ONE HELL OF A SALESPERSON!

I know... I know... When most people think of a typical salesperson they imagine a "pushy" used car dealer or an annoying insurance rep. But those so-called "product-pushers" aren't really salespeople at all; in fact, with all their
"cheesy" one-liners and borderline "unethical" selling techniques… most are no better than professional peddlers.

And then you also have the "so-called" salesperson who's really just a cashier in a fancy suit....

"Can I help you?"

"NO! I'm just looking, thanks!"

"Oh...OK then. If you need anything just let me know"..... AND AWAY THEY GO!

They're not really salespeople.... Are they?

Online... EVERYONE IS "JUST LOOKING", BROWSING, WINDOW SHOPPING, and KICKING THE TIRES!!!!! That means... You really need to elevate your game! After all, you don't have the same advantages online that come with face to face
selling - a pretty smile, or an outgoing personality, etc. - so you really need to raise the bar!

You have to create opportunities and take advantage of every one. Selling online isn't much different than selling face to face. And there are a lot of "tricks of the trade" that you can learn to create traffic and bring in customers, but if you’re not a SUPER salesperson once you get the traffic, chances are, you're simply giving away your profits just to make that sale.

The Phone Call From My Big Brother!
(This phone call was actually the primary reason I chose this topic for this newsletter)

So here's the story....

My brother calls me the other day - his typical Sunday phone call - just to see how tha family is doin', get the scoop on the family gossip, rub it in about his long vacation ya know -- just to basically shoot the bull...

Anyway... In conversation, we get talking about some ongoing problems he's been having with his car (nothing new here), and he mentions that he finally got rid of it and purchased a new minivan.... FINALLY!... But a minivan I'm thinking.... What gives?

He loved his car... A nice little black sports car he just couldn't seem to part with since his younger days (Maybe it has something to do with that mid-life crisis thing - the one Dr. Phil talks about on TV).

To say the least... I was a bit shocked... but not as shocked as I was when we delved a bit further into the conversation...

I really didn't think he would've ever parted with his car. It was his pride and joy. AND NOW A MINIVAN! A MINIVAN! I'm thinking... What's this world coming to? MY "HOT SHOT" BROTHER in a minivan... I never thought I'd see that day....

Actually, I'm just being a bit facetious about the whole thing....

In reality, him and his wife have a new baby on the way, plus they both like to travel a lot, so a minivan is definitely a better fit for them at this point in their lives. ...but I still had to twist the knife.. right? After all, that's what brothers are for...

So there I am... harassing him about being the new "Soccer Mom" in town when he cuts me off and begins rambling on... telling me all about the hundreds of bells and whistles this vehicle has...

• A DVD player in the back
• a kick butt stereo
• 12 disc CD changer
• power seats
• power doors
• power this
• power that
• power everything

...blah...blah...blah.... He rambled on for so long about all the features that I'd swear it was a "ONE OF A KIND" prototype that sold for $100,000.

"It has this...It has that... And did I mention the leather ...blah...blah...blah..."
Of course, being the conscientious and caring brother that I am (a little pat on the back never hurts), I finally got a word in edgewise and asked him the altruistic question....."How much did it cost?"

C'mon now!... I'm his little brother... Of course I had to ask. I wouldn't be the loving, caring, "best brother in the whole wide world" if I didn't ask.... Right?

Now here's the kicker...

What does my brother say?

"Hmmmmm....
I'm not quite sure what the exact total was....I'd have to check the paperwork!"

Now I'm practically on the floor.....

Alright then... approximately? How much APPROXIMATELY...did it cost?

Now... I'm thinking...How much does a minivan with a million options - leather interior, rocket boosters, infrared laser beam navigation, auto-pilot .... can drive on land or water... yada, yada, yada, go for these days?

He says... "If my memory serves me correctly... I think it was around $34,000."

You think? YOU THINK?

I couldn't believe he didn't know (right down to the nickel)...
I know I'd remember the exact amount if I purchased a new thirty something thousand dollar van!... But wait! It gets better...

Now he hits me in the back of the head with a baseball bat.......

THE PRICE WASN'T THAT IMPORTANT TO ME TO BE HONEST!

I liked the van so much I would've spent $50,000 on it!

Okay...Okay... I knew what he meant. He was excited about the new van and he just wanted the darn thing. I've been there myself. I'm sure we all have. I knew he wasn't serious about the $50,000, but I got the point. So I continued to pry a bit ....

"Well, did you at least get a nice discount off the sticker price?"

Now, he totally ignores my question and says... "It even has a "built in" car seat for the new baby" Is that great or what?"

Then he goes on to say.....

"We were soooo lucky! Our salesman was great. Kim (his wife) is so excited because this van is going to be a godsend when the new baby arrives, and believe me, there's no doubt in my mind that it was worth every penny..."

And now his GULLIBILITY really starts to show...

He continues...

"AND talk about perfect timing... this model was the only one left on the lot. They probably won't have another one of these babies in for months. The factory can't truck em' to the dealers quick enough... If I didn't buy the van that day, another customer was coming in with a deposit to buy it that evening, so our salesman really went out of his way to help me put the deal together because he knew we really NEEDED IT... ( HE SAID NEEDED!!!)

... PLUS people are willing to pay top dollar with no discounts on these things.... They're ONE HOT COMMODITY RIGHT NOW!"

"PLUS...He gave me an unbelievable deal on my car as a trade...... "

"PLUS...PLUS... PLUS... PLUS...!"

I just sat with the phone against my ear (sitting on the floor now) and listened! He went on and on about what a terrific salesperson this guy was. Kim purchased a car from him a few years ago (she was referred by a co-worker) and he's always kept in touch with her to make sure the car didn't need servicing or anything. And to top it off... he always gives her his "Demo" car to use when the car was being serviced. He's a really good guy.....

And then he asks me... "What other salesman do you know that would do that?"

And he went on..."All of our friends buy cars from him because he really cares about his customers... even AFTER THE SALE - and that's really important. Plus... he even went out of his way to convince his sales manager to throw in a lot of freebies for us - car mats, undercoating, a free oil change..."

"You know he really didn't have to stick his neck out like that JUST FOR US! I can't imagine him doing that for EVERYBODY! We'll definitely go back to him again when it's time to buy a new car. I'll recommend him to everybody we know!"

...... blah.... blah... blah.... blah... blah...

He continued....

"AND GET THIS... He gave Kim a $50 gift certificate at our favorite restaurant just for bringing me in to see him......How nice was that? He does that for all his customers who refer someone in to him! That's really nice of him....isn't it?"

blah...blah...blah...blah...blah...

FINALLY, he stopped rambling and we finished our conversation. I again congratulated him on the new purchase (I was sincerely very happy for him....REALLY!) and I hung up the phone and just sat there thinking......

Now folks... PLEASE understand something.... My brother isn't a dummy! He spent several years in the military to pay his way through college, then obtained a degree in software engineering, then ran a company in New Jersey for several years, then moved to Texas to run his own small business. He really is an intelligent guy to say the least!

So he really had me thinking...

What makes an intelligent guy like my brother go out and buy a $35,000+ vehicle and not know OR SEEM TO CARE about the price - plus feel like he was treated like royalty, PLUS think he got the deal of a lifetime...plus...plus...plus...?

And then it dawned on me...

HE SIMPLY MET ONE HELL OF A SALESMAN!

It really is profound when you think about it. My brother isn't a wealthy guy. He and his wife save a good portion of their income towards their retirement. They both live well within their means. They both work their tails off to provide a decent living for themselves. They're not in debt up to their eyeballs. Basically, they're just average folks who work hard for what they have. And from my observations, they (usually) make sound purchase decisions.

So... take a second and think about this "OH SO WONDERFUL" car salesman?

Here's a guy who probably makes $250,000 a year selling cars (where most car salesman in the area probably make about $50,000 a year).

What separates him from the rest of the crowd? Obviously, from talking to my brother, he doesn't give these things away. On the contrary, he undoubtedly holds a big profit.

When you break it down it's pretty simple....

1. My brother purchased his van from him because he was referred to him by someone else.

Lesson: Setup An Affiliate Program... It's a must!


2. His wife had previously purchased a car from this salesman and had a great shopping experience so she recommends him highly to everyone.

Lesson: Treat your customers like Gold and they'll come back again and again... and bring their friends!


3. All their friends buy their cars from this salesman.

Lesson: Good service travels like a wildfire (especially online). Bad service...EVEN FASTER


4. Their whole group of friends refer people to buy from this salesman.

Lesson: Again... Word travels fast. You don't need a huge advertising budget. Just provide GOOD SERVICE!


5. This salesman follows up and stays in touch with his customers - Calls to see if they need him to schedule any service on the vehicle, etc.

Lesson: Create a mailing list and KEEP IN TOUCH with your customers. They're your lifeblood...
your FOUNDATION!


6. This salesman goes out of his way to accommodate his customers who have already made a purchase in the past - The use of his DEMO vehicle when their car is in for service, scheduling their service appointments for them, etc.

Lesson: Do something special once in a while for those customers who've already purchased from you. They'll be overwhelmed with gratitude and at the very least... tell their friends!


7. He adds perceived value to his customer's purchases - (FREE floor mats, FREE oil change, undercoating) - even though the dealership probably does this for all their customers -- he looks like the hero.

Lesson: Give your customers an offer they can't refuse. Throw in some "Freebies" that cost you little or nothing and include them in with their purchase FREE! The perceived value goes a long way....


8. He made my brother feel special - "He doesn't do this for all his customers.. He really went out on a limb for me on this!"

Lesson: Everyone wants to feel special! Do things to make your customers feel special (and you don't have to lower your price to do this). Repeat sales will surely follow...


9. He gave a nice referral bonus to my brother's wife for bringing my brother in - a nice gift certificate for dinner at their favorite restaurant.

Lesson: Give your affiliates a valuable (perceived) incentive to send customers your way. They'll be your best advertising....


10. He'll keep in touch with them to be sure there isn't anything else he can do TO HELP THEM OUT in the future.

Lesson: - Again, KEEP IN TOUCH with your customers through a MAILING LIST! You're GUARANTEED another sale when they're ready to buy again....


11. He created urgency in the sale - "This was the last one left and someone else was coming in to put a deposit on it if I didn't take it"

Lesson: Offer "Limited Time Offers" and "Weekly Specials". Your customers won't want to miss out on an incredible deal!


12. He built a ton of benefits out of the features of the vehicle - My brother couldn't stop telling me about all the bells and whistles this van had and how it would make his life so much easier when the baby arrived! Quite frankly... most new vans probably have these same options available... but to him this van was a unique "One Of a Kind" SUPER VAN that he couldn't live without.

Lesson: Sell the BENEFITS of your products, not the features! Tell your customers WHY a feature will BENEFIT them! Customers buy with their emotions much easier than with their logic....

Do you see how a SUPER salesman uses his selling skills to create value in his product, create urgency in the sale, make his customer feel SPECIAL, that they not only "want" but NEED their product, and yet still hold onto all the profit in the sale?

You need to implement those same concepts into your own business online. Online, your business is just YOU!... YOU'RE THE SALESPERSON! Ultimately, you need to be a much better, MUCH SMARTER, salesperson than your competitor.. The absolute BEST salesperson you can be! The better salesperson always wins! Don't settle... Take a proactive approach with your customers. Don't wait for them to come to you! That's when you'll see the BIG MONEY coming in!

My Final Thoughts...

Remember to always put yourself in the mindset of your customer. It's your job to build as much "PERCEIVED VALUE" into your offers as HUMANLY POSSIBLE so that your customers simply can't refuse.

Ask Yourself... What can I do to create an offer my customers simply can't refuse? When you master this skill, I guarantee.... Your profits will explode!

In closing, I simply wanted to offer you this interesting selling fact....

In recent surveys from online shoppers, the question was asked, "Regarding your most recent purchase online, what was the key factor that influenced your decision to make your purchase from a particular company?"

The following answers ranked higher in their decision making than "BEST" or "LOWEST" price:

• Received A Promotional Email - (start a mailing list!)
• Portrayed A Professional Image - (build a nice website!)
• Seller's Reputation - (build your auction rating!)
• NO RISK Return Policy - (Make an offer they can't refuse!)
• Referred By A Family Member Or Friend - (Start an Affiliate Program!)

With all these factors ranking higher by online shoppers than "Lowest Price", do you still feel like you need to have the lowest price on a product to make the sale?... I certainly hope not!

It's your life... and YOUR business! You control your own income! Everyday, you should be brainstorming about different methods and clever techniques you can use to attract new customers....And remember....

Your website is your salesperson.....

• Make a great first impression
• Be A Professional
• Show your personality
• Get your prospects contact info
• Give away some "Freebies" just for stopping by
• Keep in touch
• Get feedback
• Ask for referrals
• Gain their trust and establish a relationship.... Then, and only then, go for the sale!

Until next month,

Here’s To Your Success…

Thomas A. Hall
http://www.YourInternetBusinessMentor.com/


Do you Know The 3 Key Ingredients Necessary To Snatch Up Instant, Highly
Responsive Traffic To Any
Website On A ZERO Budget?
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Discover A Jealously Guarded 'One-Two' Punch That Will Spellbind Your Customers And Have Them Instantly Raving About Your Business!

Do you sell products online? Do you offer a service that you're confident is as good as, if not better than your competition? If so, then I'm sure your website must be riddled with page after page of customer testimonials to prove it.

If not... Then without a doubt, you're doing something drastically wrong! Authentic, detailed customer testimonials can be your greatest selling tool!
Have you ever noticed how the vast majority of successful businesses - whether selling a product or a service - use this one extremely important selling tool in all their sales presentations - both online and off?

It's a proven fact that genuine, verifiable testimonials convert more prospects into buyers! And your web site sales can definitely benefit from this hypnotic and powerful tool. Testimonials are the one selling tool that you can't be without in ecommerce.
Best of all, you can quickly and easily have dozens of testimonials loaded in your sales arsenal, firing your biggest guns, if you understand how the process of soliciting a quality testimonial works....
*******************************************
"... I'm just writing to say that your product is wonderful! I've purchased many other widgets online, but your widget is by far the best widget ever. And it arrived extremely fast. Your customer service staff was also a pleasure to work with. I will be buying many more widgets from you in the future! Thank you for the excellent product and service...."

Susan B. Customer
http://www.susanbcustomer.com

********************************************
As an astute business owner, do you sometimes wonder...

"Just how do these companies pull it off... Why do their customers take such initiative to tell the world about their wonderful experience, while most of my customers seem to purchase my product or service and then fade away into a black hole somewhere in cyberspace?"

Well, there's an altruistic question you need to immediately ask yourself....

"How many times have I followed up with my customers and actually asked them about their shopping experience?"

The fact is, if you sell a product or service online, there's no "sneaky little trick" or "magic formula" for obtaining authentic and powerful testimonials. The problem is... YOU HAVE TO ASK! And that's where most online businesses fall short.

Here's a perfect example...

Take a look at eBay. Here's a marketplace where anyone and everyone is buying and selling goods and services. Ironically, a buyer usually finds that their only reassurance in making a purchase is by reading over a "Seller’s Feedback". And guess what... everyone selling on eBay has feedback.
Why? Because ebay sellers ask for it! And they keep asking for it until they receive it. It's the ebay way of doing business.

If you've ever bought or sold an item on ebay, you know that feedback is by far a seller's most important selling tool. And most good sellers have hundreds, even thousands of testimonials from buyers telling the world about their wonderful experience.
Do you think this would still be the case if EVERY seller didn't immediately ask for feedback after a sale? Absolutely not! They too have to ask for it.... AND SO DO YOU!

So, how do you ask your customers for their testimonials without feeling like you're desperately seeking their praise or approval? Actually, it's quite easy and should be something you do methodically after each and every sale.

I've been known to pound the technique of customer follow up into the ground, and here again is no exception. You have to follow up with your customer to make sales, and you have to follow up with your customers to solicit their testimonials. Once again, it's just another example to demonstrate the importance of customer follow up.

Here's a guaranteed way to obtain the feedback your looking for...

After a sale (and you can incorporate this technique into a product sale or service), immediately send a confirmation email to your customer. In fact, most shopping carts will automatically do this for you. If selling a physical product, once their package ships, immediately send your customer their tracking number. Then, no longer than seven to ten days after their tracking number is sent, send another follow up email asking your customer if they received their package and if they have any questions or concerns that need to be addressed.

Now that's customer service at it's best!

At this point, your customer is now primed and ready for the pitch. Without fail, within one or two days after you've emailed your customer to be sure their package arrived safely (and you've also answered their questions), follow up with another email asking for their feedback about their shopping experience.

Think about it... your customer has placed an order, received an immediate confirmation of the sale, has been sent their tracking number via email, received a courtesy follow up email asking if everything is to their satisfaction, and has had any questions and concerns taken care of.

You tell me...is your customer now receptive and also overjoyed with their shopping experience? You bet your benny's they are! So now's the perfect time to follow up and ask for their feedback.
But you have to do so carefully because there's a right way and a wrong way to do it, and this is very important....
First, you'll want to start your email with a big THANK YOU. After all, you appreciate their business and you want to let your customer know this. Second, ask your customer for feedback about their shopping experience. Be sure to include a detailed survey directly in your email. THIS IS ALSO VERY IMPORTANT!

Even if you already have a feedback form setup on your website, in this particular case, you'll want to simply request a return email including the answers to your survey questions directly in your email.

Many studies have been done, and overwhelmingly, having your feedback survey directly in your email produces the best results by a staggering margin. But there's also one additional very important task you'll need to do before actually creating your feedback survey for your email.

Take out a piece of paper and write down your ideal testimonial. One you'd love to receive from a customer. Don't be shy! Let it all hang out.
• Write down how wonderful your product or service is.
• Include how fast you received the shipment.
• Boast about how the product has changed your life.
• Tell about how the gift made your loved one so excited they could barely breathe!
• Again, don't hold back or spare any of the finer details.
Write a testimonial that makes it seem like someone would have to be a fool not to purchase your product.
Now here's the clincher... It's time to dissect your own testimonial and turn it into a survey form that's guaranteed to extract the responses you're looking for. Once you have your perfect testimonial on paper, it's really easy to do.

Simply take your written testimonial and for each "compliment", transcribe it into a question. For example:
*******************************************
An excerpt from your pre-written Testimonial....

"When my product arrived, I was extremely impressed by the great packaging and care that was taken to insure it arrived safely."

Transcribe this into a Survey Question....

How was your item packaged for shipping? Was it boxed well?
Did it have adequate packaging materials inside to insure it would arrive safely? Was it addressed correctly and shipped according to your special instructions? Please be as thorough as possible in your answer:
Another excerpt....
"My wife couldn't believe that I was actually able to find this gift for her. She looked everywhere and couldn't find one."
Your Survey Question....
Had you been searching around the internet for this product? Was it difficult to find? If so, were you surprised to find it on our website?
********************************************
Do you see how important it is to ask the right questions to solicit your desired response? This is the most important aspect of your questionnaire. Be sure to ask detailed questions. If you don't ask, 99% of the time your customer's won't volunteer this information.
You have to ask!!!
By asking detailed questions, you'll be surprised at the responses you'll solicit from your customers. If - using the example above - this customer did have a hard time finding this product and eventually found it and made the purchase from your site, you can be sure their feedback will be PURE GOLD!

It's also extremely important to offer your customer's something in return for taking the time to respond to your survey. Your options here are endless.
• You could offer a free download targeted at your market.
• You could offer a free membership into the "member's only" section of
your site.
• You can offer free shipping on their next order.
• You can include a discount coupon towards their next purchase
The point here is, be sure to offer something of "real" value to your customer in return for them taking the time to respond to your survey questions. The "freebie" you'll be giving away will certainly be a valuable trade off for the feedback you'll receive in return.

Lastly, and most importantly, any testimonial you place on your website must be genuine. Never make up a fictitious testimonial. It's unethical and frankly, it's illegal. By using the techniques I've described above, there won't be any need to use phony claims on your website. You'll soon have more authentic testimonials from customers than you can handle.

After you receive a quality testimonial from a customer that you'd like to add to your website, contact the customer once again and obtain their permission to use their feedback on your website.
You can also include a Yes/No question in your survey asking permission to post their feedback on your site. The overwhelming majority of your customers won't have any problem in allowing you to do so. Also, be sure to offer a link back to their website if one's available. They'll appreciate the free advertising!

So... let me ask you once again....

Do you sell products online? Do you offer a service that you're confident is as good, if not better than your competition? Is your website riddled with page after page of customer testimonials telling the world just how GREAT you are?

If not... get to it... and watch your sales go through the roof!
Would you like to learn more marketing tidbits that can explode your sales through the roof?
Visit http://www.YourInternetBusinessMentor.com/onlineprofits/
for a FREE 12-Part e-Course download.

Until next month,

Here’s To Your Success

Thomas A. Hall
http://www.YourInternetBusinessMentor.com/


Do you Know The 3 Key Ingredients Necessary To Snatch Up Instant, Highly
Responsive Traffic To Any
Website On A ZERO Budget?
Find out EXACTLY What They Are At:
http://www.YourInternetBusinessMentor.com/onlineprofits/


One Ultra-Resourceful, Underutilized, Low-Cost "Stealth" Marketing Tactic That's Guaranteed To Increase Your Traffic & Sales...
In Ten Days Or Less!
http://www.YourInternetBusinessMentor.com/onlineprofits/

"They Aren't Just Product Descriptions...They're Your Greatest Selling Tool!"

Most online store owners don't realize the tremendous power their "Product Descriptions" hold. Most feel that because they own a "Retail Online Store" buyers expect the norm. They are WRONG! WHY FOLLOW THE CROWD? You need to grab your readers attention. You need to realize that a product description is much more than just a "Product Description". It is your "SUPER SALESPERSON" at work.

All you have are your words to convince a buyer to buy your product. Yes, a good image of the product is very important, but you need the right words...POWERFUL words, to make the sale! You need to arouse emotion in your buyer. You have to let a buyer know how your product is going to benefit them......IMMENSELY!

Imagine there were only you, and one other competitor trying to sell a product. You're both in competition to sell this same product...and your competitor has the advantage of selling the item at $10.00 below your price. Do you think you could conjure up the words in your product description to make the sale? If not... You really NEED TO LEARN! Chances are, no matter what you're selling online, there's always going to be someone else selling the same item at a lower price... And you don't want to get suckered into a price war.

So what do you do? YOU SELL! YOU SELL YOUR HEART OUT! You sell with WORDS! You be the SUPER salesperson you need to be. It's not that difficult... trust me. I guarantee you I could sell the same product to a customer that you were offering at a $10.00 discount. How do I know? I've done it... many times! How would I do it? Simply put... Through WORDS!
Plus, I have an advantage even though you may have a lower price....

You see, I already have this customer in my mailing list. They've already read several issues of my newsletter. They're on my email list for specials and promotions. They've received several FREE downloads from my website that has helped them tremendously. They know I respond to their concerns in a timely manner. They know if there's a problem with their purchase they can return it... NO QUESTIONS ASKED. AND.....

I've written a product description about this item that not only describes all the features of the product, but it also overwhelms them with the benefits of buying this product? Did you do all these things for this customer? Do you really think this customer will buy from you just because your a little cheaper on price? Sorry! Go AWAY! The sale was mine way before this customer even decided to buy!
• Don't Describe Features... Describe Benefits - This is a key in writing and selling effectively. Buyers "THINK" they're interested in the features of a product (and naturally they need to know the basics to be sure it's what they are looking for), but what a buyer is really going to be sold on are the BENEFITS of a product.

How will this product make their life easier?
What will the look on their Grandchild's face be when they open it?
How much time will they save after it arrives on their doorstep?
How much more will their spouse appreciate them for buying it for them?

Take, for example, a home stereo system. Naturally, your customers will need to know the features that the stereo has. For instance, how many watts? How many speakers? The overall size of the unit... The warranty... The manufacturer....etc., etc., etc,. But your job as a SUPERB salesperson is to list those features and follow them up with "punch after punch" describing all the benefits of those features. Create emotion in your readers! Make them feel like they couldn't live without it! Here's an example of a "GOOD" description in comparison to a "SUPERB" description::

*************** GOOD DESCRIPTION *****************

RCA Home Theatre System With Surround Sound
Save big on this RCA home theatre system today!
Made of solid oak, this system is guaranteed for 5 years.
Comes complete with all wiring and installation video.

Features Include:
-- 100 watts of power
-- DVD/CD Player plays all DVD/CD/CD-R/CD-RW/MP3
-- AM/FM Digital tuning receiver with 40 random preset stations
-- Separate controls for front, center, surround speakers, and subwoofer
-- On-screen menus and information display
-- Parental control function
-- Fluorescent display
-- Headphone Jack - 6.25mm Phone Jack x 1
-- Left/right/center speaker dimensions (3" driver): 3.5"W x 5.8"H x 4.25"D
-- Surrounds speakers dimensions (3" driver): 3.5"W x 5.8"H x 4.25"D
-- UL Listed and Approved

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Not bad.... right? This description gives the buyer everything they need to know to make an informed purchase. PLUS.. it has a pretty impressive list of features. If you're looking for a nice home theatre system, this is a really great deal! But let's see if a SUPER SALESPERSON could do better by using the same features and selling the BENEFITS of the product too....

************** SUPERB DESCRIPTION **************

You'll Really Enjoy This Uniquely Designed And Extremely Sophisticated RCA Home Theatre System With Surround Sound! Best Of All - You Can have It Delivered Right To Your Home In As Little As 3 Days!
You and your family will enjoy huge savings on this RCA home theatre system today!
This extremely popular system is made of solid oak and backed by a 5 year warranty direct from the manufacturer. You'll enjoy peace of mind in knowing that your purchase is backed for a FULL 5 YEARS from one of the largest names in the electronics industry!

The Solid Oak Construction makes this unit extremely stylish, plus you'll be thrilled to know that a little furniture polish will keep this beautiful system looking brand new for years to come! With it's exquisite design and rich texture, you'll feel proud when displaying this system in your home. Similar systems of this quality sell for $100's more with a lot less features.

The Premium Features Of This RCA Home Theater System Include:

100 watts of sheer power guarantee you'll never crave more volume when your favorite song comes on the radio. You'll be dancing and singing to your favorite songs in no time... and feel like you’re in the middle of a concert hall!

The built in DVD/CD components play all types of media including CD-R, CD-RW, And MP3. You'll be able to burn your favorite music to any CD and enjoy it at your leisure. Plus think of all the money you'll be able to save by burning your favorite music. If you're a Napster or online music club member, you'll be able to download your favorite music to disk and play it with incredible sound and clarity! And don't forget the MP3 feature! Digital playback with your favorite music, all in stereo surround sound!

This unit also features an AM/FM digital tuning receiver ( that's digital - not what most are used to in a receiver) and also comes with 40 random preset stations. While many systems on the market feature 10 or 20 preset stations, you'll have a system with 40 presets to enjoy! You could let the whole family preset some of their favorite stations and still have a few left over!

You'll also have the added luxury of not only FRONT controls, but you be able to control the front, center, surround, and subwoofer individually. You'll never have to worry about where to place all those speakers to get "True" Surround Sound Quality! With so many available controls to take advantage of, you’ll be able to finely tune this system with ease, and feel like you're in the middle of a concert. It's that efficient!

And here's a real treat! Not only will you have a remote control and touch button capabilities, you'll also have the added luxury of "ON SCREEN" menus and information display. Now that's a real nice feature that you just don't find on most systems these days. No more going blind trying to see the small controls on the unit itself, instead you'll read each and every command easily directly on your television... Now that's a feature you just can't be without!

Are you worried about your children's programming? Well fear no more! This RCA unit has built in Parental Controls as an added feature! Mom or Dad can set it... and forget it! Choose which channels you'd like to block, and you'll never have to worry about the little ones viewing a program they shouldn't. That's peace of mind that no parent should be without!

How many times have you been caught up in a movie or your favorite program and wanted to know the time? So, you need to get up, turn on a light, and check the clock on the wall. Or, maybe you're lucky enough to have a VCR in the room and it has the time displayed (but is it the correct time)? Well, RCA has taken some of that aggravation away by including a florescent display on both the remote control and Sound System itself!

With the SUPER high quality sound this system provides, chances are there's going to be times when you'd like to BLAST your favorite music, but unfortunately someone close by is trying to concentrate on something else! Now, that's OK too because this Ultra Modern System comes with a Headphone Jack (6.25mm Phone Jack x 1 ) so you can plug in your favorite headphones. Sit back, put your feet up and relax to your favorite tunes without disturbing a soul!

And you'll love this feature as well! Left/right/center speaker dimensions (3" driver): 3.5"W x 5.8"H x 4.25"D and Surrounds speakers dimensions (3" driver): 3.5"W x 5.8"H x 4.25"D mean that you're getting a system that's not only compact and discrete, but also big enough to handle the power!

Because the system is also UL Listed and Approved means no worrying about a wire short circuiting or causing a fire from overheating. Everything's been thoroughly tested to the strictest of standards and is 100% safe for your use.... Even if you turn it up REALLY LOUD!

And last but not least, The best part of the whole package is it comes complete with each and every wire and connector you're going to need to get setup in lightning fast speed! And if you're worried about getting your system setup and playing, forget about it! RCA really goes out of their way to provide quality products and they want to make sure that you get your system setup and playing as soon as you open the box. So, they've even included a Video to watch that will show you how to setup your system correctly, with ease, without any worries.

Yes it's true... most systems with this many features can be quite expensive, but through this special offer we've drastically reduced the price to first time buyers.
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Do you see the difference in a GOOD description and a SUPERB description. Granted, I just wrote that description in about 3 minutes and left out the close, but I specifically used the same features for both. Do you see the POWER in words. Do you see the POWER in selling "BENEFITS". If you strictly sell features, it's features you're buyer will read. But, if you sell BENEFITS, your buyers will read with emotion more than logic...and that my friends is what makes the sale!
I am going to refer you to a FANTASTIC e-book that's available that will teach you in great detail about the power of words and the importance of a headline and SUPERB description on your website. The book is called MAKE YOUR WORDS SELL and it is authored by Dr. Ken Envoy of Sitesell. Even if you've never written one line of web copy, you'll feel like a pro after reading his book. Trust me... It's That GOOD! If you haven't read it... READ IT!

.... Until next time

Thomas A. Hall
www.YourInternetBusinessMentor.com

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