One of the best lessons on closing sales I ever got was from a self defense school I once attended.
I was a newly married whipper-snapper at the time. And I wanted to learn how to “take care of business” if need be.
So I started reading the Yellow Pages, going through the “martial arts school” listings and seeing all the different schools and methods. You know, like karate, tai kwon do, aikido, judo, etc.
All of which sounded okay, I guess. But none of them really excited me.
Until, lo and behold, I saw something cool: An ad teaching “street fighting” (i.e. Jeet Kune Do).
And instead of promising to teach me discipline or sports-related stuff — this ad targeted my big “hot button”: How to kick some butt on the street without having to wear a uniform in class or bow or anything like that (perfect for a guy like me who abhors rules and traditions.)
Plus, it even offered a free lesson, too.
How could I resist?
So I called the number, and the first thing Sifu Matt (the owner) said was, “Come in for a free private lesson normally $150 per hour. After that you’ll see if it’s for you or not. No pressure or obligation.”
Long story short…
He taught me some cool stuff that instantly made me feel like a tough guy in my “Type A”, testosterone-filled mind.
And you know what happened?
By the end, there was no pressure-filled sales pitch. No pleading for begging for my business. Sifu simply handed me a form and — PRESTO! — I was now paying $80 a month for lessons. Plus, he also tried to upsell me (on the spot) his $199 DVD’s and some other stuff, too.
Now… let’s put what happened under the microscope:
- Sifu Matt positioned himself as 100% unique
- He used direct marketing with a free private lesson offer
- He demonstrated his skills — the free lesson got me “hooked”
- There was NO high pressure pitch (he didn’t need one)
- He tried upselling $200 of products while I was “hot” for info
- He put me on a snail mail list for future offers
Not to shabby, eh?
It’s a great example of how to be a “tough guy” in your market, too. And literally close sales without even trying.
For more tips on closing sales without even having to try, check out the free tele-seminar recording at: http://bensettle.com/blog/8-sales-and-marketing-tips-that-can-boost-your-sales-profits-and-even-your-credibility
