If you want to sell more books, automobiles, gym memberships or even Girl Scout cookies, this could be the most important page you will ever read. Why?
Bob Boog looks at things slightly differently than most people and often makes simple observations. For example, Bob says, "What if half the birds are just telling the other half to shut up?!"
Involved in selling real estate for many years, Bob asked himself a dumb question: "Why do people BUY things in the first place?"
Most salespeople would probably answer, "People buy things because they need them. I need milk so I'll buy a gallon of milk."
But is that ALWAYS true? No.
Isn't it also true that many men will pay $3 for a $1 item that he sincerely needs? And most women will pay $2 for a $3 item that she doesn't need, simply because it's on sale?
Bob wondered, "Could there be a psychological reason or reasons why we buy things? And if so, could salespeople use psychology to help sell things quicker and with less hassle?"
After researching the subject, Bob discovered that there are 12 psychological triggers that salespeople use on unsuspecting customers on a regular basis. So if you are a salesperson - just knowing what these triggers are, that knowledge alone might be of benefit to you!
But even if you do NOT sell things, can't knowing about these 12 triggers be useful? Sure. Because maybe you want to AVOID being "sold". )
In addition to the psychological triggers, Bob's simple and sometimes humorous observations are also included in the book at NO extra charge.
Weight Watchers sells diet products, right? But Bob would ask, "What is it they are REALLY selling?"
Bob answers: "Aren't they REALLY selling a sexy look? Good health?"
Similarly, if you are selling gym memberships, what are you selling? Are you REALLY selling fitness? Or are you selling a more healthy lifestyle, confidence - or just being more attractive?
If you are selling video games, are you really selling Call of Duty? Or, as Bob claims, are you really selling people ENTERTAINMENT? Think about it.
Now it's back to you. What are YOU really selling?
What FEARS do your customers have?
What keeps them up at night?
Who is your average customer today?
The answers to the questions asked in Selling Outside the Square may not solve the world's problems but they may help YOU discover things about selling, or yourself and/or your product that you may not have ever considered.