Brief Overview

What stops people from buying? Sometimes it can be the most silly thing. But in this episode I’ll share one of my tricks for moving people into action.

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Big Ideas

Why Questions Are Hidden Objections [03:22]

If you are taking the time to answer questions, you’re actually taking the time to answer objections. If somebody’s got a question, and it doesn’t get answered, it creates friction between them and you. So, as business owners, when we’re in a promotion or we’re in sales or anything to that nature, our goal is to eliminate the friction. And one of the easiest ways to do that, is to just answer questions. I know it sounds kind of crazy and it almost sounds too simple, but I’m telling you, it is one of the best ways to add more sales to any promotion that you do.

How To Reduce Buying Friction  [05:35]

If somebody has a question that goes unanswered, what happens is it forces them to stop. They stall, and they won’t make a decision until those questions are answered. The crazy part is, sometimes the questions are the silliest little things. But it’s an opportunity for you and I to eliminate the friction. All we have to do is make ourselves available to answer those questions. So, the more questions you answer, the more friction you eliminate and therefore the more sales you make.

Answering Questions + Stories = MAGIC [06:03]

But here’s how you can take it a step further. If you can answer questions, and then couple those questions with stories that your audience can relate to, that combination is a home run. You simply respond to the question and then you couple it with a story. What happens is that people see themselves in the stories that you are sharing and then they realize, “Hey, if that person can do it, so can I.” And that’s when the magic happens, because the reasons that people are not buying is because they either don’t believe you, they don’t believe your product can actually do what you say it can do, or they don’t believe it can work for them. And so, when you are answering questions and when you are sharing stories, you’re addressing all three of those things. You are helping them realize that it’s not just you flapping your lips saying that this is going to work.

It’s sharing stories of real people just like them, who have used what it is that you’re talking about and have gotten great results. The more stories that you can share and the more stories you come with, the more proof you have that this stuff actually works.

Arming Your Team & Generating More Sales [09:44]

So, my advice to you is this. Before you go into a promotion, make a big list of questions you expect to get. Match your responses up with stories that you can tell of past customers. From there, equip your team with that list. If they are armed with that list and you are armed with that list, you can answer more questions which means you can eliminate more friction points and that is going to generate you a heck of a lot more sales.

Memorable Quote

“Asking questions is hands down one of the fastest ways to add more sales to any promotion that you are running.” – Stu McLaren

Resources

MYB 063: The $3.45M Launch
MYB 038: Win More Business With These Simple Stories
MYB 020: The Circle of Awesomeness

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