Influence | Immediate Influence

How to Influence A Buying Decision – A Farmer’s Story

Welcome back! This post is a follow up to my previous post, “10 Powerful Offers that Influence Buyers Decisions in Your Favor.” However, as you can see, I haven’t provided another list of offers, but a story. The reason is that stories oft times convey messages much faster than other forms of communication. By the way, this particular story is a favorite amongst marketing consultants. Ready? Read.

Once upon a time, a father went shopping for a pony to buy for his daughter. After looking at a few dozen ponies, the man’s decision was almost made. It had come down to a choice between two ponies. They were quite similar, in fact, the price was the same. He decided to take another look so he could make a final decision.

The first farmer was eagerly attempting to sell his pony and went on and on about how gentle and cute his pony was, but the father didn’t decide. The second farmer was different in his approach. He didn’t brag about the pony, he simply said…

Farmer and a pony “Sir, I’m certain your daughter will love this pony so here’s what I’ll do: Give me a check, and I’ll hold it for 30 days. I’ll bring you a saddle, a bridle, the pony and enough hay for 30 days. If your daughter decides to keep the pony, let me know at the end of the 30 days, and I’ll cash the check. Otherwise, I’ll give you back your check, pick up the pony and even clean up where he’s been.”

Which farmer do you think sold their pony?

Can you see that if you eliminate the risk of transacting business with you, it will powerfully instill confidence in buyers?

Additionally, the farmer delivered value far beyond what the father anticipated–or even imagined. How much more value can you deliver than buyers anticipate, or even imagine?

I’m curious. Have you had experiences similar to the father in the story that caused you to make a purchasing decision? Which part of the experience impacted your decision most? Why? If you truly have something that will benefit other readers, please write your comments below. Thanks!

Warmly,

Ron

10 Powerful Offers that Influence Buyers Decisions in Your Favor

Today I, like you, will see or hear a number of commercials for a plethora of products and services. Naturally, we’ll ignore a significant amount of the commercials and continue focusing on whatever activity is a priority in the moment. That is, until one of the commercials is able to convey a message similar to the one at end of the following video.

One of my favorite copywriter’s of all time is Brian Keith Voiles. Brian is one of the most honest, caring, talented, and gifted people I’ve ever met in my life. During the time that I learned copywriting from him, he absolutely shocked me. You see, he taught me that the most powerful part of a salesletter (a commercial in print) isn’t the headline but the offer. Anyway, I was inclined to believe him for two reasons. The first reason was his impressive list of clients. The second reason was his results!

Before, during, and after you write any salesletter that you truly want to increase the size of your bank account review the following short list:

1. Free Trial – Simply put, this offer means allowing someone to try out your product free for a specific period of time. The common periods are 10, 15, or 30 days or more. The power of this offer lies in it’s removal of risk from the transaction for your prospect.

2. Bill Me Later – This is a popular offer amongst magazine and newspaper publishers. The customers make a decision to subscribe now at a discounted price – but are billed after several issues have been mailed. How many publishers have induced you to subscribe with that offer?

3. Free Gift – Offering customers, who are considering your product or service, a free gift can be all the incentive needed for them to buy. However, allowing them to keep that gift, even if they return the product, will typically cause a dramatic increase in sales. Will people take advantage? Yes. Why do it? Tests have proven that the significant increase in sales outweighs the number of returns.

4. Money-Back Guarantee – Generally, people feel slightly uncertain about making purchasing decisions. Therefore, it is important to eliminate that feeling by offering to give a full refund for products after they are returned. Again, the sales increases for companies offering Money-Back Guarantees far surpass the numbers of returns.

5. Double-Your-Money-Back-Guarantee – Our research shows that most people won’t return products, so companies will often dramatize their offer for low priced items this way.

6. Long-Term-Guarantee – When a company is confident that their product or service will deliver, they will offer guarantees that extend beyond the common 30- or 60-day guarantee. They will offer customers a one-year, multi-year, or lifetime guarantee.

7. Early-Bird Discount – This offer motivates customers to order fast and sometimes more of a product. A word of advice. Make the discount a real discount.

8. Price Increase Announcement – It’s amazing how few companies communicate with their existing customers prior to increasing their prices. This offer can endear customers to a company because they feel important when given such an opportunity. In turn, they will buy the company’s products and oftentimes buy more than needed. Additionally, they tell their family, friends, and co-workers.

9. No Contract, Cancel Anytime – Often used by businesses offering continuity type programs, this offers customers right to use a product (i.e., perishable items) or service for as long as they want without any commitment. Fitness clubs are one type of business that offer members this opportunity because a small segment of our society will continue using the facility for more than 90 days. This way, the fitness club avoids chancing members who will sign a year long agreement, but stop paying their bill after 90 days.

10. Free Demonstration – This works quite well for all types of products and services because the customer convinces himself that a product or service is right for him. Needless to say, once a customer has convinced himself a product or service will work for him, he will buy that product or service rather quickly.

There are many types of offers to make to prospective/existing customers to influence their buying decision in your favor. I thought this short list would be helpful to you in making that happen for your business. Thanks for reading!

With your success in mind,

Ron

The Power to Influence a Generation

Children are like sponges, soaking up every experience, and storing it away for future reference. Sometimes children’s experiences cause them to adopt erroneous beliefs about what’s right or wrong. It is my hope that after you watch the following video, whether or not you are a parent, you will keep in mind that children are watching you.

Watching the video sparked a conversation between my wife, @Tonya_H, and I that prompted her to ask, “What beliefs do you want to impart to our children and the next generation?” She went on to ask, “If you reflect on your own behaviors, attitudes, and actions, do they line up with what you want to impart to our children?” Then she said, “If they don’t, then you must change because your children are watching you, and you certainly realize that you are influencing our children and the next generation.”

So what about you? How would you answer those same poignant questions? Food for thought, aren’t they?

With your success in mind,

Ron

The Power to Influence in 30 Seconds or Less

One day, I was strolling through the mall when suddenly I begun to have hunger pangs. It was time to eat! As I wandered into the food court to quickly find something good to eat, the aromas from all of the fast food restaurants filled the air.

Right away, I noticed Subway and started walking towards their location for a Spicy Italian foot long. But my pace was slowed by a middle aged lady offering me a piece of meat on a toothpick. I was famished! So, I swiftly grabbed the toothpick as the lady said, “This is our Bourbon Chicken.” Seconds later, I was paying for a full plate of Bourbon Chicken and I was happy with my decision. I’m curious. Did you notice how easily and quickly I made that decision? It happened within 10 to 15 seconds!
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Can Negotiation Skills Get You Better Deals?

“You’ll never know if you don’t ask.” - Unknown

One day I decided to contact a company selling 900#s as a business opportunity. No, I wasn’t going to use it to sell any of the services 900 numbers were commonly known for in the late 80s and early 90s. I was going to use the number to offer marketing coaching services. Good idea? I certainly thought so.

Anyway, with a list of companies selling 900# services in hand, I picked up the phone and started on what turned out to be a short search. You see, seconds later, I was on the phone with a rep for one of the companies on my list. He asked me a few questions and then launched into his presentation. It sounded as if he was reading a script! After he was finished, I quickly asked about the investment required to start.

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Beliefs Impact Negotiations

“In Business As In Life – You Don’t Get What You Deserve, You Get What You Negotiate” – Chester Karrass

Do you believe that statement? I don’t! However, at first glance it seemed to be a very valid statement to me. Then I began remembering several contradictory experiences which caused me to conclude that, to become a successful negotiator–you must believe that you deserve what your asking for!

One of these experiences occurred during a beautiful sunny, but cool, early fall day in South Carolina. A colleague and I were considering a business proposal that included meeting nearly 100 fascinating people, making a difference, earning a significant amount of money and a beachfront view. Irresistible offer? It was–until the following words were spoken in a rather firm tone:
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Negotiations Made Easy

Sometime ago a friend, client, and business partner of mine informed me that the VP of Finance at a company contacted him for advice. In their face-to-face meeting, this young gentleman, who was fresh out of college, humbly admitted that the company which used to generate about $25 million a year was quickly approaching Niagara Falls’ edge.

You see, unfortunately the company’s executives made some errors in judgment that apparently threatened to wipe the company out. In fact, by the time that initial meeting occurred, the company was over three quarters of million dollars in debt without any significant revenue. By the way, it was the only time I’d ever met men willing to admit they were in over their heads.
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