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Here is where you tell prospect why your product or service is better than your competition. If it is an affiliate program, why will they be better off dealing with you rather than thousands of others hawking same thing? Power words are useful here. You have to kindle flame in their mind that will make sale.
Testimonials are of great value. But make them real - "Grace C" in Colorado who says great things about you or your product just won't cut it. These types of phony testimonials have little, if any value. You have to have real people who are willing to give you a testimonial, and if necessary answer any questions your prospect might have. A good way to do this is, for you to write canned responses that they will send when they get an inquiry. That way, even though they would be supportive, you will be sure they provide information you wish prospect to receive.
The close is most important part of your pitch. You always have to reinforce why your prospect needs to act now, and don't be afraid to ask them. Give them an easy ordering process that includes a method of immediate payment such as a credit card or an online check. I can't emphasize too strongly importance of this. If there is no immediacy, a cooling off period exists and you may lose sale.
A telephone number where they can reach you is important, and over years I have changed my thinking on toll free numbers for initial contact. While a toll free number will generate a "ton" of calls, majority will fall into category of "tire kickers", which simply take your time. When we discontinued our toll free numbers, number of calls received decreased by about 80%, but number of sales tripled. We found that if a person had to spend their dime, they were serious, and real prospects were not getting a busy signal by those who were simply "fishing".
Always get their phone number so you can call them back. If they don't order immediately, call them back in a few days. It is also wise to get an email address if they have one so you can follow up that way as well.
While you will develop your own methods, A.I.D.A. formula is a great starting point to ensure desired results.
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