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CHAPTER 6 HOW TO GENERATE MILLIONS IN SALES & PROFITS

some people buy insurance to avoid feeling guilty or
uncertain. People buy a car to avoid the frustration of taking
public transport.

These emotions that drive our buying decisions are called
‘values’. Although all of us may buy a car to feel good, we
all rank these pleasurable ‘emotions’/values’ very differently.

For example, how would you sell a car to a prospect that
comes into your showroom? Would you focus on how safe
the car is, the power of the engine or the sleekness of
the design?

While all these attributes may be important, it would be one
that would motivate the prospect the most and get him/her
to buy. If the prospect values the feeling of ‘security’ more,
then focusing on the safety features would create the greatest
impact. If the prospect values ‘prestige’ more, then focusing
on how good the new car will make them look will likely make
their eyes light up.

If you want to increase your conversion rate, you must do
your best to identify your prospect’s values and focus on
attributes that are the most important to him/her. The best
way to find out their values is to ask the question, ‘What’s
most important to you in selecting a car?’

Conversion Strategy 5:
Talk In Terms of their Benefits

Whether you write it in your brochure or describe it to a
prospect, you have to talk about your product/service in terms
of benefits, and not just the features. You learnt about this in
an earlier chapter remember?

174 SECRETS OF BUILDING MULTI-MILLION DOLLAR BUSINESSES