Direct Selling is Not as Hard as You Think
“Mom was 50 when my Dad died. She got on a bus every weekday for years, and rode 40 miles each morning to Madison. She earned a new degree and learned new skills to start her small business. It wasn’t just a new livelihood. It was a new life.” –Paul Ryan
AAKK! I hate selling!
Is this you? Don’t sweat it. You can learn the selling techniques with a little bit of preparation, planning, and practice. There is a science to “closing” a sale. This is a very brief article to help you sell ads on your local portal site.
In our previous post, “How to Develop a Local Portal Site into a Cash Cow,” we discussed the potential of earning cash by selling ads directly to business owners. This one requirement to speak directly to a customer prevents people from trying this business model. This article is to help you sell the ads. Click here for the post.
Prepare a Demonstration Website
When you are explaining the benefits to your Local Portal Website, you need to show your potential customers what you can do for them. You should develop a demonstration model displaying the features and benefits of your service.
Key points for your demo site include:
- Use a “responsive” theme so people with smartphones can read it.
- Use an actual local name and not “Any town, USA” as the title.
- Use your local town and add content on the area you know very well.
- Add attractive pictures of the area.
- Show the ten slots you have reserved for businesses with a sample ad.
- Show the logo, pictures, coupons as well as the content of the ad.
- Show the “comment” section with positive testimonials of the business.
A picture is worth a thousand words (Chinese Proverb)
Your demo site is worth many thousands of words. Use a “slide show” or a video of the business service or product for better rankings on Google. Remember your site’s target market: people using smartphones. Keep the videos short and smartphone friendly.
Show how SEO mobile friendly techniques generate traffic
Many mobile devices are using voice activation commands like: “Hey, Siri,” or “Ok, Google.” Use keywords that are easy for voice commands to find. You will need to optimize your landing page, your website, and your content to make it easy for search engines to find it.
Don’t forget to keep the content simple for mobile devices. Keep the videos short and the pictures relevant to the site. That way your advertiser will be impressed with your demo site on their smartphone.
Develop a script for your sales pitch:
Now that you have a demo Local Portal Site, it will be easy to develop a pitch loaded with benefits to the advertiser. You need to write a script and practice with it. Know your information thoroughly so you will not be flustered when asked a question in the middle of your pitch.
Here are some suggestions for your sales pitch:
- Identify all of the benefits of your service and work it into the pitch.
- State the purpose of the local portal site.
- Explain the benefit from the traffic your site will (or is) attracting.
- Ask them to go to your demonstration site (or your actual site if it has been running for awhile) and view the benefits of its simplicity.
- Another benefit to explain is to show how the site will reach people doing a search with their smartphones.
- Explaining the cost advantage by contrasting the expense of an ineffective Yellow Page ad and the cost of your own service.
- Contrast the benefit of smartphone search as compared with Yellow Page searches.
- Suggest creating a coupon unique to your site so the owner knows the site is generating sales.
- Explain the benefit of your annual subscription rate over the monthly rate for the Yellow Pages for their business.
- Explain the benefit of the comment section and how a positive testimonial develops trust with the reader.
Secrets to “Closing the Sale”
Ok, you used your scripted sales pitch. You listened carefully to the reaction from the buyer and the questions. You answered all the questions honestly, and without being pushy. Now you should review all of the benefits of your service.
My marketing professor, Dan Chamberlain, taught the “Secret to Closing the Sale” is to “Ask for the order.”
Yes, most sales pitches fail because the salesperson will not ask for the sale. Be sure you close with the “ask.”
Do you want to read up on the subject of closing the sale? Here is a good book that may help you overcome your fear of failure. It is called “Secrets of a Master Closer: A Simpler, Easier, and Faster Way to Sell Anything to Anyone, Anytime, Anywhere,” by Mike Kaplan.
There you have it. Give it a try and leave me a comment below. If you are watching the video, please press “Thumbs Up.” If you are reading this on FaceBook, please click the “Like” button. Thanks.