Political Selling 101

Written by Dave Stein

Continued from page 1

Next, get out a color marker. Draw black circles around isolated executives with no clout, orange lines between people with known connections, and blue circles around groups of people who serve on committees that are known to get funding and get things done. The most influential ofrepparttar influencers get their names encircled in green. Draw red circles around people who are in Quadrant 3 above - those who are in it for themselves. You'll begin to see your customer's organization in a whole new light. Skill: Targetingrepparttar 127197 right influencers Now that you have a map ofrepparttar 127198 political/influence environment, you've got to begin targetingrepparttar 127199 influencers. It's a mini-version ofrepparttar 127200 same four-part plan I discuss in my book, How Winners Sell and inrepparttar 127201 e-Learning Edition: ·Situation Assessment: What is their background, how do they make decisions, who do they depend upon, what are their successes, failures, with whom do they align, how do they influence others, what's in it for them on a personal and business goals basis... You getrepparttar 127202 idea. ·Goal: Your goal is straightforward. You want them to support you at a minimum, but ideally to sell internally on your behalf. (At a higher level, your goal forrepparttar 127203 deal is to win it.) What's important here is to focus on their goal. If they achieve theirs, you have a much greater opportunity to achieve yours. ·Strategy: Remember my strategy statement format: They are going to buy from me because ____. In this case, they are going to influence a decision in my favor because ______. Remember thatrepparttar 127204 strategy isrepparttar 127205 means to and end --repparttar 127206 goal. ·Tactics: Every phone call, sales call, visit, lunch, dinner, presentation, discussion byrepparttar 127207 water cooler, email message, and snail-mail letter has to advance your strategy. Some of your tactics will be to prove that you can advance their business goals and some (more discreetly handled) will indicate that you understand and will work toward them achieving their personal goals. I've coveredrepparttar 127208 basics of "political" selling. Be aware, there are risks involved: getting in over your head, takingrepparttar 127209 wrong side, over-focusing on politics, not spending time onrepparttar 127210 competitive side, overlooking people who can sabotage your deal. Andrepparttar 127211 list goes on. If you don't have any experience with this aspect of selling, I strongly suggest finding a mentor to coach you through. If you or your company is pursuing a critical deal where a strong political strategy is required, or you would like Dave Stein to give a presentation or speech about this subject to your team, give us a call. ©2003 The Stein Advantage, Inc. All Rights Reserved. For permission to republish this article call or email us. (845) 621-4100

Before founding The Stein Advantage, Inc., Dave Stein was employed in a diversity of executive sales and marketing roles. Dave consultants, coaches, speaks and trains on competitive sales strategies. He is author of How Winners Sell: 21 Proven Strategies to Outsell Your Competition & Win the Big Sale. Dave was an early adopter of technology and is a recognized expert on technology sales, marketing, and service. More info: www.HowWinnersSell.com.

Why Write a Sales Letter for Each Product?

Written by Judy Cullins

Continued from page 1

Many people don't write a book because they doubt it will sell well enough for allrepparttar effort, it may not be significant enough, it will take too long, cost too much money, and they really aren't writers. One, by one, your sales letter addresses their concerns and shows these potential buyers how they can become an excellent author and make their books more salable, while building their profits.

4. Sprinkle Testimonials Throughout your Sales Letter.

Potential buyers who visit your site or another one that sells your products are more pulled to buy when they think other people have already. If other people are happy with your product or service, they will be too.

Include testimonials from experts in your field, celebrities, man/woman onrepparttar 127196 street, and other people who have profited from your advice. Learn how to approach influential contacts through email friendly notes and requests. Ask them to look at and give their opinion on your table of contents, one chapter, and your back cover or sales letter information

Make it easy to buy. Add a few sample phrases and benefits they can use to save these busy people time.They want to help, but consider it's difficult to create testimonials, or it will take them away from their priorities.

Give as you receive. Give that person something of value. Study their Web site or read their ezine, and send them a short helpful tip or joke.

5. Offer your potential clients three or four chances to buy..

They may have already decided to buy before coming to your sales letter, so offer a "Click Here," "Buy Now" nearrepparttar 127197 top ofrepparttar 127198 letter. Offer more buying opportunities alongrepparttar 127199 way after a list of benefits, what's in this book (features),and testimonials.

6. End your Sales Letter with your 100% Money-Back Guarantee.

When you offer an iron-clad guarantee, people see your book as so valuable that you put yourself onrepparttar 127200 line for it. They will be more likely to buy and be satisfied with their purchase.

"This product comes with a 100% Money Back Guarantee. Readrepparttar 127201 book cover to cover, and ifrepparttar 127202 strategies don't work for you within 60 days, we'll cheerfully refund your money, and you can keeprepparttar 127203 product too!"

7. Make your Sales Letter Credible.

To boost sales, authors need to add free bonus reports related to their book. Make sure your free bonus reports do not cost more thanrepparttar 127204 price of your product. Would you believe this offer "order this for $49 now and receive 4 special bonus reports worth $395?"

8. Sharerepparttar 127205 downside of your book to create empathy.

For example, "this ebook won't writerepparttar 127206 book for you, or even get it published, but it will show yourepparttar 127207 steps and resources to write compelling copy, finish fully and sell well."

9. Include your expert credentials

"I spent 6 months researching this book and 3 months writing it. My background includes 20 years coaching, presenting 70 writing seminars a year, and 27 published clients since 1999."

Without a sales letter to guide your potential buyers on your Web site, you leave them bored, uninspired, without enough information to make that decision to buy. Your Web site and ezine must entertain, inform, and give enough benefits to convince your readers to order your book.

For all email promotion campaigns, without a short or long sales letter for each product, your unique, useful and inspiring information will not get read, people won't know you asrepparttar 127208 expert, and you won't makerepparttar 127209 sales you want.

Judy Cullins: 20-year author, speaker, book coach Helps entrepreneurs manifest their book and web dreams eBk: "Ten Non-techie Ways to Market Online" http://www.bookcoaching.com/teleclasses.shtml To receive FREE "The Book Coach Says..." go to http://www.bookcoaching.com/opt-in.shtml Judy@bookcoaching.com Ph:619/466/0622

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