Wouldn’t it be helpful to know how much detail to provide your customer or prospect regarding your product or service? One of the biggest challenges in our sales communication and in communicating with others in general is to know when enough is enough. This has to do with the amount of detail one interjects in a given communication and more specifically how much detail with which to begin and to end a conversation or a sales presentation, whether in person or online.

The amount of detail we use in communication is based on the Chunk Size People Pattern™ which is one element of the Information People Pattern™. A good knowledge of the Chunk Size People Pattern™ is critical in sales. Chunk size has to do with the scope and depth of information that we give in a communication exchange. There are two types of people that comprise the Chunk Size People Pattern™: 1) global and 2) specific.

Global people have a preference for scope. They are interested in the big picture and see the forest for the trees. They are most comfortable with large chunks of information. Specific people, however, prefer to communicate details and specifics. They are interested in the trees rather than the forest. They are most at home with small bits of data and information.

What we have found in working with salespeople in different firms over the years is that salespeople either tend to give too many or too few details. There are particular scenarios that often crop up. It is that some salespeople have a great deal of product knowledge and are so excited about telling their prospect or customer so much about their product or service. This thrills the specific people and totally annoys and/or turns off the global people. Global customers view salespeople who give too many details as boring and at times irrelevant. They literally tune out of the specific sales presentation.

On the other side of the coin, if a salesperson doesn’t have a lot of product knowledge, then he or she will not be able to please the customer or prospect who has a specific orientation. Each side perceives the other side as an “idiot.” The specific customer will consider the global sales presentation to be fluff and will tend to think that the salesperson is clueless. The global salesperson will come across to the specific customer as someone who doesn’t know what he or she is talking about.

In short, when it comes to selling anything, specific product knowledge is really important, and the key is for the salesperson to know:

1. To which type of customer or prospect to give the information
2. How much information to give the customer or prospect

AND MOST IMPORTANT

1. When to shut up.

This is where a knowledge of the Chunk Size People Pattern™ is so critical in sales. In sales, you must be able to recognize whether your customer is global or specific, and then be able to customize your communication accordingly. Remember that people who are specific always want more, and global people often think that they are given too much.

So the question is: When is enough, enough? Now you know.

Next time, we’ll discuss how to present your information to each of these two types of customers: global and specific.

By Marilyne Woodsmall

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This is from www.TheScienceOfIdiots.com .  And I have mentioned previously, if you are interested in understanding the motivations of your customers and in the most basic terms “Get them to buy more of your stuff” then you should get a copy of here book “Personality Language” .  Most of the best Gurus out their use Marilyne and Wyatt Woodsmall’s materials even if they don’t tell you they do.  This runs from Tony Robbins to Eben Pagan and dozens of others out there in both the Internet and Brick and Mortar arenas.

I will post the other portion of this in the next day or so…  I am trying to do another interview with Marilyne here in the next week.  As a big tease, I am going to get her to give up some info to help you get inside how to trigger a buying response from your customer.  You can read about it here or you can pay their fee of $850 per hour.  I have to tell you that they are worth every bit of it and more.

Cheers,
Andrew “Easy” Anderson

I have seen a lot said about the science of buying, heard PR firms, Advertising Agencies, pundits galore, along with every Tom, Dick, and Harriet out there discuss the psychology of buying and yet, not heard it broken down into these two simple truths in quite this way before.

Only Two Reasons

I have distilled this from many conversations with world-renowned performance expert and author Marilyne Woodsmall, who has written several books on human modeling and human behavior, with the latest being “Personality Language” ™  How To Persuade And Influence Virtually Anyone” which is available on Amazon or from

• The Science Of idiots.com

The only two reasons that anyone buys anything are these.

1. To move toward pleasure
2. Move away from pain

All purchases stem from one of these motivations.  The kicker is that some people are more inclined toward one and not the other.

Did you know that there is a way to write copy that will appeal to and target a person that leans toward each of these motivations?

Looking forward to your comments.

Cheers,

PS  Click on the map pins.  I just typed these to words in and this is what Google came up with. 

How would you like to find out how one company was able to change one thing and then boost sales by 533%, then make another tweak and and then boost sales by 5,499%? I will show you exactly how they did it here.

Ever since I got started in sales decades ago in the 3rd grade selling Christmas cards and combs door to door, I have always wondered about pricing.  Yup, I started early.  I wanted to buy a camera and a chemistry set.

As I moved on to selling different things, I discovered quite a bit more about pricing,  much of it by accident.  And one lesson that is quite funny actually, but very insightful that I promise to share later.

As I got older, I made it a point to study pricing in books and in practice.  While pricing is important, it is not the only thing that determines profitability or if the sale is made.   But, for the vast majority of items, it can be the overarching determining factor of the purchasing decision.  The best three ways to find out are test, test, and  test.

Over the years I seem to have heard quite a bit of pricing lore that were always seemingly contradictory, yet in their own way, each made sense if you looked at them in a vacuum.  What this means is like any information, it can be dangerous in the if not used properly or in the hands of the ignorant or stupid.

First one that I happen to like the most is, never sell from your heals, in that you don’t want to be timid when selling and the fist thing you go to is to start negotiating with customers on price rather than letting them know how your product or service benefits them.  Much, much more on this in another post and video.

Second one is that the lower price will almost always win.  Pretty much true at least 85% of the time for most products.

Third is that you get what you pay for so, you should always be the highest priced product or service. When you are you have to deal with less customers and have less overhead, so you make more money.

Well, as a story I saw the other day in Tech Dirt reminded me, with the Internet, there are a couple of new ones along those same lines.  One of the reasons why I like the Internet so much is that it can give you instant feed back and it allows you to test everything and shorten the feed back loop so that failure happens more quickly.  This allows you to figure out what works and what doesn’t.  Contrary to what you may have thought, failure is not only a good thing, but you need to embrace it when it comes to your sales and marketing.

But like getting a kiss from your favorite aunt when you were a kid, you just want a quick peck on the cheek and get it over with as soon as possible, but still be glad to see her.  Do not get into a big old slobbery  smooch.  Kind of grosses you out doesn’t it?  Good!  I want it to.  You should have the same aversion to hanging out with failure in your sales and marketing as getting that big slobbery smooch from Aunt Ethel.  Although after looking at some companies marketing and sales programs it does make you wonder.

So, lets start with some common sense things concerning sales that I think we can all agree on that even a 5th grader could tell you.  When Walmart or any big retailer wants to attract more customers, they lower prices and then more than make up for a lower margin with higher volume.  This works time and time again and only  a few idiots would bother arguing this fact.

In study after study this works not only in retail, but in Airlines and virtually everything else.

Andrew Carnegie did this with Steel when by purchasing up a majority of the steel manufacturers in the United States and having a virtual monopoly, he vastly improved efficiency and was able to drop the price of steel 10 fold and usage went up over 10,000%.  This made steel affordable for every day use.  I dare say he helped bring in the industrial revolution.

Rockefeller did the same thing with Kerosene by putting together Standard Oil and buying up a majority of refineries and dropping the price of kerosene 10 fold thereby making it affordable for everyone.    Both of these men single handedly probably did more to improve the lives of millions of people than all of the charities or government progroms combined.

Yet both were wrongly labeled as robber Barrons by a very success public relations campaign of progressives and communists of the time and still to this day, who basically could care less about how much they helped the public and more about how much money and power they could give to themselves.  If you want to read a good book on Capitalism, “The Politically Incorrect Guide to Capitalism” is a great place to start. But I digress.

A lower price has also been proven to work without fail concerning total revenues brought in for government taxation.  Here is a fact you may not know.  In every single instance where taxes have been lowered, the end result is more total revenue for that taxing agency.  It does not matter if it is Federal, State, Or Local.  Lower taxes always bring in more total revenue.  The only reason politicians ignore fact this is either they are stupid and choose to ignore the facts and they want power over you, period.

But back to me and you and pricing.  We have established that lower prices mean more sales and more gross revenues.  How far can this go?

Well recently and online gaming company in Sweden dropped their prices 50% and saw sales go up 533%.

But guess what? Two weeks later when they put the prices back up to the regular price sales were 20% higher than before the sale.  Sales do work!

Then the next experiment was to reduce the price 75% and sales went up a whopping 5,499%

Now if you have any type of back end sales and you of course then put these people on your list and remarket to them, the compounding of this can put your sales to
the moon and beyond.

The bottom line is that if you have a digital product, lowering your price can have a huge impact on your bottom line.

Imagine your sales going up 533% or even 5,499%.

Have a profitable day.

Cheers,

Andrew Anderson

If you are watching the video, please disregard all of the Ums and Aas in there.  I just listened to it and jeeze.. who is that guy talking. But, here again it goes back to my my 80% rule, 80% and out there will beat going for 100% and never getting done every single time.

OK, well I started this off a bit tongue and cheek and then once I thought about it, it got more serious. One of my partners in a back and forth email to one of my other partners said and I quote “We need to find the best colors for selling shit“. But as Frank Kern says,  the goal of everyone should get people to ” Buy Your  Shit Man” and when it comes right down to it, Ryan and Frank are right in spades.

Also, this is a little exercize in SEO that I will tell you about later….

Red brings arousal and excitement to most men, hence, read lipstick and nails.  So, if you are selling lingerie to males or even women for that matter, red could be a good place to start.  It also attract attention immediately.

Red lips as a physiological response due to dilated blood vessels from arousal in women is often sited as one of the many reasons why this happens.  While this works for most guys and gals that swing that way, there is also perhaps the sub-conscious competition for mates that it brings about in other women as well.

That and that somewhere back in our reptilian brain (now this is entirely me theorizing here) , it either means pain or pleasure in that there might be blood which means food or danger in that something caused the blood.  Either way, it shouts “Pay Attention”  Dude or Dudette, something is going on here.

So, are there colors that actually can help sell your shit?  Absolutely there are and they change over the years and sometimes they even change over a period of months.

Colors affect us almost immediately too on a subconscious level.  For instance when you ask some what they think of when they see green, they often say that Money automatically come to mind.  But now the Feds are adding purple and other colors… come on guys… no funny money please…  Green is good.

Right now, I have heard that Orange buttons on order pages seem to work the best for some reason.  I guess they are ok if they do indeed work.

And for those people that make over $100,000 per year, their favorite colors are Forest Green, Light Gray, and IBM Blue.

So your color scheme you use on your website and your products do matter.

I think that if you are trying to sell something to men, that you more than likely want to stay away from pink for instance.  But pink has also been shown to reduce violence in prisons.

And I am sure you have your own version of hideous colors and those that you like as well. but you have to remember that while may like them, your customers may not.

But at the end of the day, you do need to have a good color scheme and while you won’t be able to please everyone, there will be one that will sell more of your shit to your customers than others.  The trick is in actually figuring out which one that is….

A good design and the right colors really can help you sell your shit.  And while you may have not put that  much thought into it, colors really do matter.

For everyone else, I will give you some more scientific information on this subject soon.  There are colors you should be using for certain clientele.

Cheers,

Andrew Anderson

Profit Consultant

PS My favorite color it Green.