I came across a Wall Street Journal article over the weekend.\u00a0 It described how a store in Beverly Hills has experienced a steady decline in sales during the recession.\u00a0 It also described how they’ve hired a consultant to train their sales force on how to better move high priced goods out the door.<\/p>\n
What is the consultant teaching them?\u00a0 The same principles that have been used since day one in the direct response marketing world.\u00a0 Or in other words, the same principles used to successfully sell anything, online or off, from $9 ebooks to $19.95 as-seen-on-TV gadgets to $35,000 watches.<\/p>\n
What are these principles?\u00a0 Stressing benefits over features.\u00a0 Invoking emotions instead of rattling off facts.\u00a0 Emphasizing what the product does for the customer<\/em> instead of what the product simply does.\u00a0 Offering bonus items to sweeten the deal.\u00a0 And emphasizing value over price.<\/p>\n You’ve undoubtedly seen these techniques used over and over again on the Internet (including on my own sites).\u00a0 Maybe you think these techniques won’t work in your market…that they are gimmicky or unprofessional.<\/p>\n Well guess what.\u00a0 These are the same techniques now being used to sell $35,000 watches to affluent clients in Beverly Hills.\u00a0 Why?\u00a0 Because they work.\u00a0 And because people are people…no matter their income level, education level or status in society.\u00a0 That means they’ll work for your product or service too…no matter who your clients are or what your market is.<\/p>\n