"How to Close More Online Sales Through
the Magic of Questions"
By Brian Tracy
No one can deny that sales closing techniques are absolutely
vital in face-to-face selling. But often, people ask me if they
can apply my powerful closing techniques to online marketing.
My answer is an unequivocal, "Yes!"
Of course, there are some closing techniques that are more applicable
to the Web than others -- but I'll show you magical closing
secrets that can dramatically increase your web sales,
and rapidly increase your online income. This works best on direct
response websites - i.e., those that focus on getting
an immediate response in the form of an order or lead.
Before we get started, I must emphasize that much of the sale
is made in the presentation. The close is largely
determined by how well you've presented the product to the prospect.
Your objective, then, is to take the prospect smoothly
past the point of closing, making it easy for him or her to come
to a buying decision. You can accomplish this with the strategic
use of questions.
The All-Important Opening Question
When you're selling online, you don't have the benefit of interacting
with your prospect the way you would in face-to-face selling.
Therefore, the first thing you say in your web copy has to be
something that breaks preoccupation, grabs attention,
and points to the result or benefit of the your
At any given moment, your prospect's mind is preoccupied with
dozens of things. Therefore, a well-crafted question
will cause the prospect's thinking to be directed to what you
have to say.
Your opening question must be aimed at something that is relevant
and important, and at something that
your prospect needs or wants. What do sales managers, for instance,
sit around and think about all day long? Increasing sales! Therefore,
if your target market consists of sales managers, here's an example
of a question you can use as a headline or as the first part of
your copy: "How would you like to see a method that would
enable you to increase your sales by 20% to 30% over the next
When you ask such a question, the first thing that pops into
the mind of the prospect should be, "What is it?" -
whereupon you've captured his or her attention, and you can then
begin to articulate how your product or service can solve the
need posed by the question.
Plan your opening question carefully. If your
opening question fails to break your prospect's preoccupation
and grab his attention, he will click away before giving you the
opportunity to present your product or service.
Questions That Keep Them Involved
Questions are equally vital during the presentation, i.e., in
the body of your web copy, for clearly explaining how your product
or service solves your prospect's problem in an easy, fast, or
Therefore, install questions within your sales copy that capture
attention. Keep your prospect involved, and keep his mind from
wandering off in a different direction by using intriguing
questions that grab his lapels and jerk him toward
you. For the length of time that it takes a prospect to answer
a question in his mind, you have his total attention. The prospect
is drawn more and more into the sales process as your questioning
proceeds. If your questions are logical, orderly and
sequential, you can lead the prospect forward
toward the inevitable conclusion to purchase
your product or service.
Tip: Never say something if you can ask it instead!
Think of how you can phrase your key selling points as
questions. The person who asks questions has control!
Closing Questions that Presume the Sale
Just as questions are important at the beginning and the body
of your web copy, they are even more vital at the end in gaining
a commitment to action.
The key to asking a closing question is confident
expectation. You must skillfully craft your question
to convey that you confidently expect the prospect to say, "Yes"
or to agree to the sale.
For example, you can pose the following question in your web
copy: "When would you like to start using to multiply your
profits?" In other words, you don't ask if
they want to buy your product, but when. This
way, you're asking for the sale expectantly, and the more confidently
you expect to sell, the more likely it is that you will sell.
Tip: In crafting your closing question, include
the benefit that your prospect will get from your product.
When you ask a compelling closing question, you diffuse
the tension that normally creeps up on your prospect
at the "moment of truth." A prospect's tension leads
to the hesitance that kills so many sales - both online and offline.
To be truly persuasive in the selling process, learn to use questions
judiciously throughout your web copy. Instead of trying to overwhelm
your prospects with reasons and rationales for doing what you
want them to do, ask strategic questions instead. When you take
the time to plan the wording of your questions,
your prospect will become more interested in your product -- and
consequently, you will make more sales.
Brian Tracy is a million-dollar master
of peak sales performance and personal success strategies. As
the world-renowned creator of 300 video and audio learning programs,
and the best-selling author of 16 books, his
ideas and approaches are used by most of the big money
makers and the superstars of selling.
In his Real Video course, "24 Techniques for Closing the
Sale," Brian shows you powerful
tactics that can double or triple your sales closing rate
-- and teach you how to sell 50% to 100%
of all prospects that you come in contact with -- all in just
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