In the last four issues of the Radzik Report, we covered the critical steps that are necessary to accomplish a sale. Those steps were identifying a need, providing a partial solution, why use me or our company, and providing a reason for urgency.

In this edition we will focus on where and how to use this classic selling formula.

The first question is, when should you use this formula? The answer will surprise you. In every activity for which selling is the intended objective.

Let’s take, for example, a sales letter. Write the sales letter by first pointing to a need; second, pointing to a solution; third, explaining why the target should use you or your company; and, lastly, providing the target with a reason to act quickly.

Let’s take, for example, your company’s website. The vast majority of websites begin with the wonderfulness of the company and its superior services. This is the wrong approach. The first thing that your targets should see on your website is what it is that they perceive that they need. Then and only then can you present the solutions you offer, and after you have made that clear, you should talk about why the target should use your company or the wonderfulness of your company. Don’t talk about yourself until after you have covered the other steps first. The wonderfulness of you is step three – not step one. The order of 99% of websites is all mixed up. We’ll bet that if you were to examine your company website right now, you would find that it begins with you. This is the wrong approach. Follow the psychological steps. If you want to know how to design a website, take a look at www.radzikmarketing.com or www.salesimprovement.net. By the way, how well would it work if – on a first date – you spent the entire time talking about the wonderfulness of you? Would your date like it? Would you like it if someone did that to you? So now you are wondering whether the psychological steps of selling also apply to dating. Of course they do! You are selling something when you’re on a date, aren’t you?

Back to business: let’s say you are making a pitch to an existing client for more business or for new business. Would you use the psychological steps there? Absolutely!

Would it apply to your company’s sales literature? Of course!

Would it apply to networking with someone in the hopes of getting them to refer you? For sure!

Should you use it when you are making a sales call? Without a doubt! In fact, as you are speaking to the prospect, you should be thinking to yourself, “Okay, I am in the ‘establishing the need part’” or “Now I can go on to the ‘demonstrate solutions part’” or “It is time to move on to ‘why use our company’” and “Now I need to give reasons for urgency to get them to act quickly.”

You will increase your chances of making a sale tenfold if you use the psychological steps of selling. Why? Because that is how people buy. They don’t buy unless they perceive a need. They don’t buy unless they believe that you have solutions that their current product or service is not providing. They don’t buy unless they think that you and your company are the right ones to buy from and they don’t buy unless they have a compelling reason to buy. By the way, that is also how you buy.

Introducing Patriotic Performers USA!

The exemplary entertainer, Bob Hope entertained tens of thousands of American troops for more than fifty years with his USO troupe. Performing in aircraft hangers, on aircraft carriers, in mess halls and on soccer fields, his contribution to the morale of the men and women who served our country was legendary. His devotion and generosity motivated Adam Radzik to form Patriotic Performers USA, a collection of talented artists that perform for veterans' hospitals, army, navy, air force and coast guard bases. The troops welcome their talents and enjoy an evening of captivating entertainment. Patriotic Performers USA is seeking additional performers to join its talent pool.

Adam is pictured at McGuire Air Force Base and the Wounded Warrior Center at Fort Dix. Also featured are Thomas Solomon, “The Thinking Man’s Magician,” and Patricia Middleton, a talented poet – both members of the Patriotic Performers Troupe. Please contact us for more information.