Often the word “salesman” conjures up an image of a less- than-ethical, pushy, used-car sales-man. In poll after poll, survey respondents typically rank sales-people above only members of Congress on trust, honesty and competency. Poor salespeople have left many people with a distaste for selling.
Selling can be good. Good selling involves true empathy and a desire to solve a problem. It creates value for the customer while overcoming the obstacles to a sale. According to Zig Ziglar, “Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.”
As an author, you can use effective sales techniques in your marketing messages. Selling with integrity is possible. Good sales techniques focus on developing trust, meeting a need, and cutting through the obstacles to help people make a purchasing decision.
You can use the following three sales techniques to improve your marketing efforts and sell more books.
1. Make a Connection
A popular saying in business is “People do business with people they know, like, and trust.” Studies show that people buy books from authors they “know.” Building trust requires making a connection. All connections have an emotional component.
You can create an emotional connection with your audience by being transparent and real. A study by Stackla found 86% of people reported that authenticity is important when deciding what brands they like and support.
Instead of just pushing your book, be relational. Make a connection with your audience whether that is in person, on social media, or in your marketing messages. Remember, first make a connection, then draw attention to your books.
Always, always follow up with people you meet or who show an interest in your books. Studies show that only 2% of sales happen at the first meeting. Instead, 80% of sales prospects report saying “No” four times before they finally say “Yes”.
After making a connection with someone, follow up. Send them an email, a message, or even a postcard reminding them about your books. Remember, it takes multiple exposures to a new product before most people decide to make a purchase.
3. Create a Sense of Urgency
One sales technique to increasing chances that interested parties will decide to make a purchase is to create a sense of urgency. When people feel that they will miss out on a good deal if they don’t act now, they are more likely to act then to put off acting. Putting off buying something is easier when there is no sense of urgency.
So, offer time-limited promotions and specials to your audience to create a sense of urgency. One study found that promotional emails that included a sense of urgency had:
- A 14% higher click to open rate.
- Twice as high transaction rates compared to average marketing emails.
While you may not see yourself as a “sales” person, the truth is that using effective sales techniques in your marketing efforts will increase your book sales.
Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.