Overcoming sales resistance and software marketing
People don't like being sold. They certainly don't like hard-sell, the technique of aggressively trying to close a sale.
Buyers don't like salespeople
Salespeople are not well respected in modern culture. Girard tells us that we have to turn this disadvantage into an advantage.
Many prospects view salespeople as the enemy - the person who's trying to convince them to buy something that they don't need. To avoid being manipulated into buying something, prospects resist the salesperson from the outset.
In my opinion, it's not that much different on the Internet. You have to convince prospects that you're like them, that you and the prospect are on the same side.
Create an environment of trust where prospects believe that you're trying to help them, and you'll close a lot more sales than you will through other approaches.
Girard's solution to this problem in face-to-face selling is to be professional and helpful. If prospects expect you to be pushy, surprise them by being friendly.
Marketing software effectively on the Internet
I believe that the same principle applies to selling on the Internet. If prospects expect to find paragraph after paragraph of claims that you offer the ideal software for every possible situation, then surprise them with an honest, frank discussion of how your software will solve specific problems.
Respect prospects' time
Time is valuable - both your time and your prospects' time. Respect their time, and you'll sell more product. For software developers, this means that you have to write tight sales copy. And have a website with an intuitive navigation regimen.
Software marketing and a positive attitude
Girard says that most salespeople are negative. They don't expect to close the sale. By contrast, Girard believes that each person who walks into his showroom is there because of a desire to buy a car.
Similarly, I'm guessing that he would urge developers to create a website that assumes that people want to buy the solution that you're offering. Too many developers try to hide the price of their software, thinking that they have to hook the prospect on its benefits before they discuss price. This might not be the best way to sell your software.
Software buyers like to say "yes"
Finally, Girard tells us that people don't like to say "no". Ask for the sale. Get people to take action and buy. Again, include a call to action at the end of every sales presentation. Ask for the sale.
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