"To talk to someone who does not listen is enough to tense the devil." - Pearl Bailey

You'll see a lot of literature out there that shows you how to get the customer to do what you want.

I should know, I've written a good bit of it myself.

However, some people just go too far with this. They think, "I've got my script and if I deviate I'll fail."

A while back I called up a company about a piece of software about which I was really excited. I had just a few questions, and was ready to buy right then.

When I called these guys up, I was transferred to some joker named Steve. He quickly started going into a sales pitch which was obviously well rehearsed. I interrupted and said, "Steve, I'm ready to buy this product if you can answer a few questions for me."

Did he shut up? No! This mentally deficient salesman had the gall to say, "Well, if you give me a minute to finish I'm sure all of your questions will be answered."

Really? I guess this guy was psychic. I listened to him for a minute to give him a chance. While he was talking my head was filled with questions. I tried to break in twice, but Steve just wouldn't let me talk.

Finally, I just hung up and left him in mid-sentence.

I called back about a year later when the software came to mind again. Again, I was transferred to Steve and he had the same attitude. This time I said, "Steve, I know you have a great sales script there, but I have just one question to ask about the product and I'll be ready to buy if you answer it correctly."

He said, "Mr. Joyner, would you give me a chance to walk you through the product first?"

I laughed and said, "Well, no, as a matter of fact I won't." Then I hung up.

A year later and this guy was still clueless. I really wanted the product, but did not buy it on principle.

When we are not listened to, it is almost a painful experience. Let's read that quote from Pearl Bailey again:

"To talk to someone who does not listen is enough to tense the devil."

Do you think this state of mind is one conducive of closing a deal? Of course it certainly isn't. We want to relieve any mental tension the prospect may be feeling, not increase it.

So, how does this work on the web? You can't actually listen to the web surfer. They are just there looking at your page.

This is why you must anticipate any potential questions from the web surfer and provide quick and easy access to the answers.

This company I was calling didn't even have a website. If they had a simple site designed to answer a few simple questions I probably would have purchased the software without ever having spoken to a human. (And saved many customers from the wretched experience of having to deal with "Steve".)

At the same time, you *should* try to walk people through a process, but you can't assume they are going to like your process.

Take a look at our site for Killer Tactics:

killertactics

You'll notice that the site draws the surfer into the sales process. It presents an intriguing series of questions that can only be answered by reading on.

But, some people aren't so intrigued. Some people come to the site and say, "I have just one question. If you answer it correctly, I will buy."

You'll notice on the left hand side of the site (and again at the bottom) is a nav bar with links to various pages. These links are in anticipation of potential questions.

For example, someone might visit the site and say, "I have heard great things about this course from so and so, but what have other people said about it?" Then, they look at the nav bar, click on the "What People Say" link, and their answer appears before them.

Here's another example. Someone might say, "Well, what if I don't like the course? Is there a money back guarantee?" This question is not immediately answered, but one does notice there is a link to a "FAQ" page.

They would naturally visit this page and immediately see that the question "What if I Try It and am Not Happy" is answered.

This is how a website listens. It anticipates potential questions and provides an answer which can be easily found.

As time passes and people send you feedback, you should modify your site to reflect these new questions.

Here is a plan which will allow you to put this into immediate action:

1. Visit the killertactics site to see how we have integrated this information into our sales approach.

2. Hypnotize yourself into believing that you are the web surfer. When you are in this frame of mind, visit your site.

3. Imagine some potential questions you may have and see how easy it is to find the answer.

4. Have a friend do the same thing.

5. Modify your site based on these observations.

Now, use the information and make boat loads of money!

All the best,

Mark Joyner
CEO, Aesop Marketing Corporation

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