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 of 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: Targeting right influencers Now that you have a map of political/influence environment, you've got to begin targeting influencers. It's a mini-version of same four-part plan I discuss in my book, How Winners Sell and in 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 get 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 for 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 that strategy is means to and end -- goal. ·Tactics: Every phone call, sales call, visit, lunch, dinner, presentation, discussion by 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 covered basics of "political" selling. Be aware, there are risks involved: getting in over your head, taking wrong side, over-focusing on politics, not spending time on competitive side, overlooking people who can sabotage your deal. And 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

Many people don't write a book because they doubt it will sell well enough for all 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 on 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" near top of letter. Offer more buying opportunities along 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 on 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. Read book cover to cover, and if strategies don't work for you within 60 days, we'll cheerfully refund your money, and you can keep 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 than price of your product. Would you believe this offer "order this for $49 now and receive 4 special bonus reports worth $395?"

8. Share downside of your book to create empathy.

For example, "this ebook won't write book for you, or even get it published, but it will show you 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 as expert, and you won't make sales you want.