November, 2022

  It's a fact. Twenty-something men aren't the only ones who have a fear of commitment.

  All of us are reluctant to sign a contract or commit to a purchase that involves a lot of money. We're cautious and skeptical, as well we should be. 

  And great salespeople know this. They've learned that when they're selling in person and trying to make a sale, they shouldn't push the customer too hard.  

Here's an example.

  Insurance agents are instructed to never use the word "contract" when they're selling a prospect. The word is way too legalistic and can scare people off. 

  Instead, when they want the prospect to sign up, they're told to point to the signature line and say, "I just need your John Hancock here and we're all set." 

  These salesmen/saleswomen are aware that how they handle the prospect's commitment-anxiety is crucially important to making the sale.

Yes. I know.

  There are many times when you do have to turn up the volume and try to push the close. For example, an important function of most sales letters is to convince the prospect to act immediately.

  BUT . . . this type of aggressive letter can and should reduce the pressure of commitment and soften the hard-sell tone by using several tactics. For example, by offering a money-back guarantee or providing a host of reassuring testimonials.

The bottom line? 

Prospects are wary and skeptical.

  They don't want to make a commitment that may come back to bite them.

  Your job is to reassure them and get them to put their "John Hancock" exactly where you want it. On the dotted line.

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  Want me to close some sales for you? And without trying to beat your prospect into submission. Let's talk. 

  If you need me to write emails, web copy, direct mail, or anything else, give me a call at (415) 461-0672. What kind of results can I get for you? CLICK HERE to find out.