How to Win More Customers By Not Selling


People will do almost anything to stay in their comfort zone.  They normally don't like change and will therefore resist buying anything unless they have an urgent need.  For most people, if they can put off making a decision about something then they will.  It is the path of least resistance.  It is easy.   Two secrets to winning more customers....

1. Two-tiered Marketing

Good marketers don't use "sell" language with the first promotion or advertisement.  They build awareness and trust and giveaway something which requires very little action from a potential customer.  Who doesn't like getting something for nothing if it raises their curiosity and involves little commitment.

This is why this ad…

Need Help with Arthritis??

The new wonder drug XXYY has helped

thousands of people like yourself to relieve…

Is not as good as this ad…

Painful Arthritis??

FREE report by Dr Charles shows how to

get rid of it quickly and painlessly.   Call XXYY

Once you have a prospect's details and you send them their free report, you can then followup with a "warm call" or letter in a 2-step or 3-step process which educates them and builds trust.  The first type of ad may have resulted in 10 sales per week.  But the second ad would have resulted in 100 leads per week which are then converted to 25 sales per week, for example.  A better technique for not much more effort or cost.

2. Dare to Dream

Another way to overcome the "comfort zone" in your marketing efforts is to design your promotions so that prospective customers can visualise themselves consuming your product or service.  Write that letter or ad so that your prospect can dream about that house or car.  For example, if you are selling a caravan then tell a story about all the places you have been with it and the good adventures you have had.  Maybe, include some pictures of places you have been.

Here is an example of an ad that tries to sell rather than telling a story.  How much more effective could it have been if the owner had included some visual history to allow potential buyers to dream?

Now combine both techniques above by giving something away which lets your customer visualise themselves with that new purchase.  This is why good car retailers do free, no obligation test drives.  Now go one step further (as my Mercedes dealer did) and just leave the keys with your prospect for a week.  I guarantee you your conversions will double overnight if you use these two simple techniques.


Chris Pattas

Chris Pattas lives in beautiful Melbourne, Australia. He is happily married with two children. Chris is a successful business leader who enjoys helping organisations reach their full potential. Whether it is driving greater profit or sales, growing market share in competitive industries, inspiring executives to achieve great things, negotiating compelling business deals or working as a board member implementing exciting change programs, he knows how to get the most out of any organisation. Chris has worked in various product and service industries including: advertising, software, IT&T, travel & tourism, utilities and telecommunications. His interests and expertise include: leadership & strategy, sales & marketing, online & social media, science & technology, travel & tourism, photography and music.