There are two kinds
of questions – the ones that are directly asked and the ones that are inferred
or that linger silently in the heads of the person you are marketing to.
Certainly a direct question requires an answer. If you don’t know the answer,
let them know you will have to look into it and will gladly get back with an
answer. Don’t just guess an answer or make one up.
If you know the answer
but don’t want to admit something that is not helpful to your cause, look to
dance around it. For instance, if you have a book about investing and someone
asks you about a particular stock brokerage and you don’t want to badmouth
them, you can say how that brokerage has performed or reference how one can
compare a brokerage firm to another without you expressing a specific judgment
that they stink. The facts should just logically lead them to such a
conclusion.
For the questions
not asked, you should state answers to them. How do you answer a question that
is not asked? You just continue talking after all questions have been asked.
Now, you don’t want to stay longer beyond your welcome and you don’t want to talk you way out of a sale, but if you feel there are unresolved issues (maybe it is the way they talk or respond to you, or you see an expression on their face), try to address one to three points that you feel if you can clarify them would make a sale more likely. People don’t always discuss what’s really on their mind. Anticipate and acknowledge the things they won’t ask.
Now, you don’t want to stay longer beyond your welcome and you don’t want to talk you way out of a sale, but if you feel there are unresolved issues (maybe it is the way they talk or respond to you, or you see an expression on their face), try to address one to three points that you feel if you can clarify them would make a sale more likely. People don’t always discuss what’s really on their mind. Anticipate and acknowledge the things they won’t ask.
Often people hold
back on a purchase for any number of reasons. If you can unearth what is
holding someone back you can address it or conclude that the person is truly
not ready to buy now and move on to the next person. Some of these things can
be out of your control, but here are 15 factors to contend with:
1.
He
or she is not the final decision-maker – could be a boss, partner,
owner, spouse, or friend that is involved.
2.
They
are at the early research stage and no matter what you say they are not ready
to buy.
3.
They
think some other option is better.
4.
They
want a better price or sales terms.
5.
They
don’t trust or like you.
6.
They
are skeptical that your book may not give them what they need.
7.
They
don’t know or realize what they need or want.
8.
They
misunderstood a competing offer and or yours as well.
9.
They
are in a lousy mood, emotional state, or are tired and cannot focus.
10.
They
are in a hurry and don’t hear and absorb all that you are saying.
11.
They
lack the experience or knowledge to fully appreciate your offer.
12.
They
don’t like certain things that are peripheral – your dress, your books’ cover,
the venue you are speaking in – whatever.
13.
You
offended them in some way, whether from a bad joke or off-the-cuff reference or
something not even having to do with your book.
14.
Their
online research of you made them form a negative opinion.
15.
Someone
is advising them who does not know what they are talking about.
DON”T MISS THESE!!!
Some key principles to rally your book marketing around
How to write powerful, effective book advertising copy that sells tons of books
So what is needed to be a champion book marketer?
The Book Marketing Strategies Of Best-Sellers
How authors can sell more books
No. 1 Book Publicity Resource: 2019 Toolkit For Authors -- FREE
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