That is the difference between sounding like a used car salesman and sounding like an industry expert who has useful services to offer.
People love to buy things, but hate to be sold. The process of buying is a very aversive process for many because it just feels like they are being sold. When selling a big-ticket item or service, it is important to close on the spot because people who say they will come back typically don’t. However, overselling will just end up pushing them away.
Here’s how to get people to buy from you without “selling” to them, using your best-selling book.
Change the Frame of the Initial Conversation
Instead of focusing on a hard-driving sale where you hurtle over objections and pin people into saying yes, you should change the frame of the initial conversation you have with clients. The way to change the frame or context is by creating authority. One of the most effective ways to do this is with a best selling book that demonstrates your industry expertise.
Expertise Changes the Frame
Take clients through an indoctrination process so that by the time you get them on the phone they are fully educated that you are the best option in the industry. At this point, the call or meetings becomes a time to investigate together if you are the right solution. It is not about determining the best way to close the deal of overcome the objections prospects may have, it is about getting on the phone with someone who is already framed to see you as the expert and authority in the industry.
A Book Establishes Authority
One of the best ways to change the context is with your book. Each prospective client should go through a process prior to meeting to get them to a place where they want to get started with you. The first step would be to mail a copy of your book to prospects who reach out and suggest they read the specific chapters or sections that address their challenges prior to any call or meeting. You would also send them an indoctrination page that explains why and how you do what you do as well as some case studies. This way, when you gt on the phone the client has all the information about you that they need and the conversation is framed properly.
If you use your book to create a frame where you are the authority, you will see a radical change in your business. A best-selling book is one of the top ways to position yourself as an expert and will serve as an excellent resource for re-framing the conversations you have with prospects. For more information on how to leverage your book for sales, contact Best Seller Publishing at (626) 765-9750 or firstname.lastname@example.org.
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