If you remember my last post, about selling to your client’s personality, you will know that there are many people who want to see the data behind what you are selling. That means when you point out how it will affect their emotional well-being, they don’t really care. Empirical data is needed to really drive home the point of what you are selling.
The Numbers Don’t Lie
Statistics are the key to the sales force. If you look at any big marketing firm, they will show you that they use statistics to determine how to market, and to whom they market. While it is true that you can twist them to show what you want, the fact is that the numbers don’t lie.
Take for instance, if you were buying a house. You have certain standards and ideals that you want to incorporate into your home. You need something big enough to house you and your family, you want a good location, and there are stylistic elements you are looking for. Only one of these plays to your emotions.
You will look at the statistics on the house to determine if it is the right size for you. How big is it? How many bedrooms? How big is the yard? You may also look into the age of the house, when the wiring was updated, how old are the appliances. Bottom line: you want the numbers.
You may think that being in a good location is based on your emotions, but it really is not. Using empirical data you will want something that is not too far away from work, in a relatively low crime area of town, how the schools fair, socio economic status of your neighbors, and other factors. Even if you are looking for something out in the country that plays to your standards of beauty, all of these things still apply and play a huge part, albeit sometimes subconsciously.
The stylistic elements, such as do you want stucco or wood siding, do you want a blue house or a green house, do you like the cottage style or the Victorian style etc. are the biggest emotional players. While there are some statistical components that back up those ideals, such as what type of siding stands up best in your climate, a lot of it is based on your tastes.
Using Data to Help You Sell
Now all this is great, it’s easy to see what you are looking for from a buyer’s standpoint. The hard part is to be the seller and see things from the buyer’s point of view. If you understand who you are marketing to, based on their personality, that makes things a whole lot easier.
But your sale will be made when you get down to the data. Buyers want to know two things: what will it do for me, and how much it will cost. These can all be determined by doing the research on your product, and showing how it has helped other people.
For instance, when I sell my services as a writer in Billings, Montana, I show people the post that I wrote about bringing up my Google ranks. I tell them that in 6 weeks I moved from page 5 to page 2, with relatively little work. I then use what I know about their personality to elaborate on that (for instance, those who are more emotionally involved, I talk about how it relieves the worry that their website isn’t being updated; for those who want the numbers I talk about how it will drive more people to their website; for those who need guarantees I explain that my work is right there for them to see and nothing is hidden). But it all boils down to the data that I provide.
Using Empirical Data When You Sell
Take a few minutes to think about what it is you have to offer. Ever wonder why people aren’t chomping at the bit for your services? Perhaps you need to incorporate more empirical data into your pitch so they will know exactly what it is they are getting.
If you are looking for someone to write content for your website, I am a writer in Billings, Montana. I have clients all over the US, and I have helped a lot of businesses move way up in the Google ranks, and increased their traffic flow dramatically. Email me, or call 406.860.4407, to learn more about how I can help you bring in more clients.