Three Reasons Why People Won’t Buy
All Selling Aside with Alex Mandossian | "Seeding Through Storytelling is the 'New' Selling!"
English - April 09, 2018 07:00 - 24 minutes - 14.4 MB - ★★★★★ - 91 ratingsMarketing Business Entrepreneurship Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
In 2016, a former partner and I had launched a product that we had worked on for about a year. We grew a list of 85,000 people, and during our two-week launch based on Jeff Walker’s Product Launch Formula, we expected to generate $2 million to $3 million. Instead, we generated less than $400,000 in gross sales—and we were over $400,000 in debt! To break even, we would have needed to make almost double that amount. I was embarrassed, demoralized, and humiliated, and nobody seemed to care.
So what went wrong? As you’ll learn today, there are three reasons why people won’t buy from you: they don’t understand you, they don’t believe you, or it’s not the right time. In this case, our specific mistake was that we didn’t start with the end in mind, namely starting with the offer. Our audience liked and trusted us, and it was the right time, but they didn’t understand us because we didn’t make the offer clear.
Let’s talk about context. Without context, pushing an elderly person is always problematic and wrong. But we probably all agree that pushing an elderly person out of the way of a bus is a good choice that warrants the push! Context is decisive, which means that how you frame your offer determines the response.
Today, I’ll also talk about selling as scary work. In selling, the anticipation of the response (or rejection) from the other side can be terrifying. As Darren Hardy says, though, scary work pays well! That’s where ethical influence comes in. By selling through storytelling, you can attract and convert more premium clients without the fear of traditional selling. I’ll also discuss how taking scary steps expands your comfort zone, how to make selling fun, and the simple thing you can do every day to change your life!
In This Episode:
[01:59] - Alex talks about the three key insights, critical to making you a highly skilled ethical influencer, that you’ll learn in this episode.
[02:47] - We hear a story that illustrates the point that context is more important than content; $400,000 sounds like a lot, unless you need $800,000 to break even!
[05:12] - Alex brings us to the specific moment that he was under the covers, in bed, with his face buried in his hands, trying to figure out why his launch didn’t work.
[06:55] - There are three reasons why people won’t buy from you. Alex explains what these are, and then talks about which one they failed at when their disastrous launch happened.
[09:00] - Alex discusses how they should have sold the product to make it clearer for the audience, so that they would understand it.
[09:20] - How did Alex make up the $400,000 in debt that he owed after the launch failed? His answer reveals all of the good that ultimately came from the failure he talked about.
[12:03] - The moral of the story is to make sure you’re focusing on what’s really important, Alex explains.
[14:47] - If you want to successfully ethically influence others, always start with your offer and know that the context is more important than the content.
[15:48] - Alex explains that he’s hired to do high-end offers in a panel setting these days.
[17:08] - Alex shares something that flipped a switch for him, and may flip a switch for you as well: scary work pays well.
[19:29] - We learn what Alex did with the idea that scary work pays well, and how it helped him find success by doing things that scared him.
[21:14] - Alex quickly reviews the specific insights that he explored in this episode, and recaps a recommended daily task.
[23:01] - Alex offers listeners a final gift: a free copy of his book Alexisms! To learn how to get your free book, tune into the episode.
Links and Resources:
Skipio - where mass business texting gets personal!
Jeff Walker’s Product Launch Formula