Convince Me! – Why Should I Buy?

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Doug Foster the Idea Mechanics Why should I buy what you’re selling? Convince Me! @theideamechanic
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Everyone sells, even you. Learn a simple, easy way to sell by thinking like a buyer, not a seller. Every sales cycle has four phases, but learn why the second one – educating your buyer – can make or break the deal. The 5 step CM! process gives you a toolbox full of ideas on how to become a convincing expert. For audio and slides, go to http://theideamechanic.com/convince-me-indieconf-2010-soundslides

Transcript of Convince Me! – Why Should I Buy?

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Doug Fosterthe Idea Mechanics

Why should I buy what you’re selling?

Convince Me!

@theideamechanic

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This presentation and performance by Doug Foster at indieconf 2010 on 13Nov10 is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 United States License. Permissions beyond the scope of this license may be available at http://theideamechanic.com/contact.

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Intro

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6.7 billion people sell something

every day

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Everyone sells,even you

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What do you sell?

ProductService

Point-of-view

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If you don’t know how to sell ...

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... or if you do know how to sell ...

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... this is an easy, simple way to sell.

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Selling and convincing ...

Plan the tripTell your storyShow proofTry itSatisfy completely

Foster

Close

Educate

Find

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That’s it

We’re doneGo home

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Think

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Don’t think like a seller.

Think like a buyer.

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Why should I buywhat you’re selling?

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WII-FM

What’s In It – For Me?

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Money? Time?Leverage?Security?

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You must know

My industryMy business

My pain

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Sell

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How do you sell?

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Selling and convincing ...

Plan the tripTell your storyShow proofTry itSatisfy completely

Foster

Close

Educate

Find

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Find Talk Hang out Network Subscribe Get social

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Find Talk (like today) Hang out (watering holes) Network (TIMA) Subscribe (RSS, MailChimp) Get social (Tweet)

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Educate Plan Tell Show Try Satisfy

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Educate Plan Tell Show Try Satisfy

Selling and convincing ...

Plan the tripTell your storyShow proofTry itSatisfy completely

Foster

Close

Educate

Find

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Close Deciding is logical Buying is emotional I’ll convince me No buyer’s remorse Don’t badger

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Foster Ask Listen FYI Deliver Fix

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Foster Ask (don’t assume) Listen (more than you talk) FYI (keep thinking of me) Deliver (expectations) Fix (things will go wrong)

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Plan

Selling and convincing ...

Plan the tripTell your storyShow proofTry itSatisfy completely

Foster

Close

Educate

Find

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“If you don't know where you're going,

you'll wind up somewhere else.”

Yogi Berra

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Know me,know my story,

know my backstory

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Know my story How/why When Where How much Who/what

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Plan the tripMy Point A

Your Point B

(buyer)

(seller)

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Why should Imake the trip?

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What will I see? You know my points of

interest, right?

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Who’s alongfor the ride?

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I only haveso much money and

so much time

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Are we goingdown the street or around the world?

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Scenarios are powerful planning

tools

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“The Art of the Long View”

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Plan alternate routes for roadblocks,

shortcuts ...

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Tell

Selling and convincing ...

Plan the tripTell your storyShow proofTry itSatisfy completely

Foster

Close

Educate

Find

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Short Storiesthat Sell™

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Our brains are wired for stories

(and pictures)

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Low brain

High brain

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I want to knowYOUR story

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Your story should be unlike any other

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What’s (y)our story How/why When Where How much Who/what

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Elevator pitch?Short stories?

Chat?Seminar?Meeting?

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I help people sellhttp://theideamechanic.com

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StoriesDemonstrations

Experiences

We help people sellhttp://theideamechanics.com

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A good story

Length, width, depth Memorable Invokes emotion

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What’s an idea?What works now?

Tell the truth

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7 layers of how to tell a story

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Application Purpose, conversation

Session Media, audio, video

Transport Delivery: best effort or guaranteed

Network Payload, message

Link 1:many, 1:few, 1:1

Physical Location, medium connects locations, topology

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Your goal is to starta conversation

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Conversations are threaded with

interactive stories

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160,000 IP phonesin 10 minutes

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Show

Selling and convincing ...

Plan the tripTell your storyShow proofTry itSatisfy completely

Foster

Close

Educate

Find

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Why should I believe you?

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Careful, maybeI’m (really) smarter

than you

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#1 “Now I get it”

How it worksUnder the hoodTo what degree

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#2 “I believe”

I have faith

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#3 “I trust”

You have told me repeated truths

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Persuade me

with a quantitative,logical, rational

argument

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Demonstrate

Seeing is believingNo smoke & mirrors

Works vs. Idea

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Success story

1st hand is best2nd hand is good

Make it viral?

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Try

Selling and convincing ...

Plan the tripTell your storyShow proofTry itSatisfy completely

Foster

Close

Educate

Find

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If seeing is believing,

then trying is buying.

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Sensory, emotional

An event you can smell, touch, taste,

hear, see, feel

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An engaging experience

(dance, don’t watch)

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Make it RealMake it a WOW!™

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Good

A crowd experience(random gathering)

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Better

A community of interest experience

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Best

A personal experience

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VoIP for the Navy

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Satisfy

Selling and convincing ...

Plan the tripTell your storyShow proofTry itSatisfy completely

Foster

Close

Educate

Find

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Questions are good

Good conversations have questions, even

tough ones

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Concerns are great

I’m sharing,not hiding them

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I need more. Where/how can I learn

more?

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Ask meListen to me

Respond directly

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How do you I measure success?

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Only 2 questions

Did I buy?Would I buy again?

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What if I’m not satisfied?

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Some people are never satisfied

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A SMART buyerSatisfiedMotivatedAdvocate who is

RemorselessTrusting

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A SMART buyer

is your best seller

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Wrap

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Think Sell Plan Tell Show Try SatisfyIntro Wrap

Selling and convincing ...

Plan the tripTell your storyShow proofTry itSatisfy completely

Foster

Close

Educate

Find

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Where can I learn more?

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Where are the slides?