5 Keys to Making a Sale

by Timothy on September 20, 2011

The more these 5 items are present, the more likely you are to making a sale…

Thank-you Perry Marshall for making me aware of this…


The Five Power Disqualifiers.

article by Perry Marshall

John Paul Mendocha has reduced the sales process to five essential requirements that are always present when a sale is made. I know of no one else who has distilled sales and marketing to such a small number of fundamentals:

1. Do They Have The Money?

Some markets consist of people who have no money.

Sometimes the very market itself is defined as a herd of moneyless people. Doesn’t mean you can’t make a buck selling rent-to-own furniture, but know ahead of time there’s going to be an Art Factor in getting blood out of them stones.

2. Big Benefit Statement

Do they buy into your Big Benefit Statement? If you’re just going into a market, the question is, what kind of Big Benefit will they buy into? What kind of deal would they snatch up in a hot second? What Big Benefit are the other guys not promising?

3. Do they have a bleeding neck?

If you wanna make the big bucks, your product has to deal with something that involves one or both of the following: (a) Pain and suffering, and / or (b) some craving that borders on the irrational. Intense pain, intense pleasure.

Stuff that hits really close to the jugular. Serious money is always found in those places.

And before you ease the pain, you must intensify it. The guy says to you, “It hurts really bad, right here.” You point to it and say “You mean here?” and you smash it with a hammer, real hard. He yelps and sees stars for a moment. He nods and takes a big gulp, choking back tears. Yup. Good market for you to go into. What’s the biggest, nastiest problem you’ve ever solved in your life? That’s a real good start, right there.

4. Can You Reach The Decision Maker?

Can you affordably reach the decision maker? Many markets pass the other tests but fail #4. I’ve got a friend who lost a big bundle trying to sell a seminar to MD’s awhile back. They had the money, they bought into his Big Benefit Statement, they had a bleeding neck, but… it was almost impossible to get a piece of mail into their hands.

Once they get out of school, most MD’s stop reading. They have their staff sort all their mail, and what Helga thinks is a bleeding-neck issue and what makes the Doc’s neck bleed, two different things. If you’re a keyword jockey, Search Engine Marketing has its own set of limitations: You can only cater to a problem people know they have. If you’re trying to sell something that is somewhat generic but you want to specifically target doctors, buying clicks probably won’t work very well. Maybe you can commission a Pharmaceutical Rep to bird dog some leads for you.

5. Do You Fit In Their Plans?

Does what you sell fit in with their overall plans? If your service requires major brain surgery on the part of the customer, he ain’t gonna take your offer unless brain surgery is literally a lot less painful than the alternative. Whatever you sell needs to harmonize with natural, existing forces – both on the inside and outside of your prospect’s world. My dentist’s online Yellow Pages listing says, “Introducing the New MicroPrep Air Abrasion Cavity Preparation System with Gentle, Drill-Free Technology”. As an enticement for getting new patients, I think that sentence leaves a lot to be desired. But the Marketing Maniac notices something else: Dentists are “into” buying expensive pieces of equipment like this. Such purchases are considered vital to a practice’s business strategy, and believed to be effective for attracting customers. A good business for somebody to be in, maybe you.

The most important thing John Mendocha would tell you about the 5 Power Disqualifiers is you want to plow through them as fast as humanly possible. Sales is, first and foremost, a disqualification process, not a ‘convincing people’ process. John’s style: Shoot the sick and the lame early in the game, and only deal with the healthy ones left standing. Test fast. Fail fast.

Move on. Next, next, next.

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