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This post is a little unconventional.  In it, I’ll share some random notes for Dan Kennedy’s SuperConference.

Selling to Groups

Selling to groups can seem like a daunting task.  After all, if you mess up, it’s in front of a group of people instead of only one or two persons.  When given the choice between selling to an individual, or selling to a group, the majority of salespeople choose to sell to the individual…and this is a huge mistake.  So if you’re wondering how to sell to groups, the following will help you.

Selling to groups gives you three strategic advantages:

1.  Social Proof – All the individuals in the group are reassured  knowing that others are there exploring the solution to their own problem.  It validates that they are like others, and not some strange freak of nature.

2.  Pressure – A group setting by default applies buying pressure on others.  Why?  Well, because they want to confirm to themselves that they aren’t a freak of nature, that they make smart decisions like the others in the room.

3.  The Sheep Effect – Sheep are the brightest critters.  Whole herds have been known to walk straight off a cliff simply because each one blindly follows the sheep in front of them.  The same effect happens when  you give visible buying instructions to a group.  Meaning when you say, “if you want one of the thirty remaining spots go to the table in the back of the room right now.” 

To create the sheep effect, someone in the audience has to break the ice and take the first step.  It’s purported that those national television shopping networks often stage their phone testimonials.  Whether true or not, there is definite power in creating the sheep effect.

Selling New Concepts (Ideas)

Selling a new concept to the market can be challenging to say the least.  The following will help make your task a little simpler:

1. Tastes Like Chicken – Whenever someone tries to get you to try a new food, you’ll often hear, “it tastes like chicken”.  They are trying to give you a frame of reference so as to ease your fears.  The same can be done when selling your new concept.  Give your prospect something they know already to compare with your product (preferably something safe).

2. Ego – The original iPhone release (and all of them for that matter) played towards people’s egos.  Apple was already a trusted authority in the market, but they still used the tastes like chicken tactic by saying this is like your phone, like your personal computer, like your gaming device, like your PDA, etc.  But they didn’t stop with the Tastes Like Chicken principle, they also used, and marketed to, people’s egos. For example, you’ll be the first to experience a device that will alter the future of personal communication. Lots of people want to be the first to do something, and this technique will work on them.

3.  Peer Pressure – Everybody else is doing it.  This is for the one’s who aren’t first to do anything. They want to wait and see. Once something is accepted, though, they’ll jump right on board.  If you can convince these people that there a tons of people “out there” who are already using your product/service, the pressure to sign up so they don’t get left behind will begin to mount.

4.  Not Again – You don’t want to miss out on the opportunity of a lifetime…do you?  Of course not. You didn’t purchase that stock that your brother told you to buy, and now he’s tripled his money…and, well, you’re still broke.  This is like that stock, you’ll regret it if you miss this opportunity.  Lots of people regret not getting in on something.  Play your product/service up as the next something, the redemption for the prospect.

5.  Conspiracy Theory – They don’t want you to know about this amazing thing.  This also requires you to believe that your product is amazing (even if the government  and big business aren’t really keeping others from having it). If you can convince them that there is a bigger and better-known entity that would rather your product not exist (you don’t even have to say their name), you will have piqued the prospects’ interest.

6. Faux Science – What in the world does dropping a bowling ball on a mattress have to do with you getting a better nights sleep?  Nothing.  This is faux science.  It seems like dropping a bowling ball would simulate how people get in bed, but last time I checked most peoples’ rear-ends are bigger that a bowling ball.  Most people don’t plop down on their bed from three feet above their mattress.  Nope, they sit on the edge and then roll.  Most people know this, but they don’t think about it when they see the “science” in action.  Come up with your own faux science presentation, and the prospects for your product/service will be amazed.

7. Overwhelming Greed or Fear – This uses a combination of Ego and Not Again.  You play to their known greed, or known fears.

Random Notes

You must have a big WHY?  Why are you doing what you do?  Your why will keep you pushing forward when things get tough.

If it doesn’t challenge you, it doesn’t change you!

Don’t let someone who gave up on their dreams talk you out of going after yours.

Today I will do what others won’t so tomorrow I can do what others can’t.

Your life is exactly where and how you want it to be.

You don’t get paid to be happy…you get paid for results.

Less than 5% of companies ever implement their vision.

You must re-earn your position every day – in every way.

Take responsibility!

Conclusion

After reading this post, you should have a better understanding of selling to prospects in groups. More importantly, you should be energized and ready to jump into that conference room and start doing it.  Knowing the benefits and methods of selling to prospects in groups is important; but if  you don’t know about  the prospects who are coming into the meeting, you’ll be fumbling around trying to convince them to buy.  That being said, make sure to study up on your clients and feel them out throughout your presentation.

Have thoughts about this post or more information about selling to groups? Please add them to the content section below.