Joe Polish: Selling Past Barriers (Part II)

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One of the greatest things that I discovered in marketing is you need to understand, as much as possible, the mindset of your prospects and your clients, and determine why they’re buying, or why they’re not buying. And having that sort of information makes all the difference in the world.

When I sent out that mailing, I was simply looking for the truth. I was looking for the real reasons, to the best that I could get them to express it to me. And as a result of doing that, I not only got incredible feedback, the whole point was I just spent that $10,000 because I wanted to create that CD. I wanted to create that audio. I wanted to can and clone my communication to people that I felt, and still feel to this day, would greatly benefit from what it is I was offering, to take me up on it.

It’s a $1,000-a-month program. Exactly. So, that’s what I did. And I got that feedback.

Sitting here right now, I know it worked, in terms of did it convert people. Yeah, of course it converted people, because an uneducated person, once I educated them and got them to really think through…

I tell people that go to seminars, occasionally they’re going to go to like a seminar, and you know people are going to be pitching them at a marketing seminar. And you’ll have people be like, “I don’t want to go to a seminar where they’re going to try to sell me something.” And my whole thing is like, “Well, do you want to go to a seminar on how to be a better golfer, but you don’t want to see them play golf?”

What’s even more funny is I totally kind of address that in the audio recording, just in different ways. But not that specific objection like that, but just in general.

People do things for their reasons, not for mine, not for yours. Every person listening to us, if we were going to try to sell them anything, they’re going to interpret whatever we say through their own filter. They’re going to make decisions through their own lives. Sometimes, it’s a money obstacle. If you simply don’t have the money to buy something, that is a real physical barrier.

But if you do have the money to buy something and you’re not buying it, it’s a psychological barrier.

And the whole thing with going and apologizing for it, part of it is just simply to disarm people. I really want people to listen to the recording. Why? Because, for one, someone may actually say, “Yeah, this actually does make sense. Joe and Dean are offering something,” although I will say this recording was not done for our current program. This was done for something else.

I want people to listen to it from the standpoint it might actually help them overcome some of their physical or psychological barriers.

Secondly, I think it’s just a great way for people to see how I actually successfully addressed people that I wanted to sell something to, and they didn’t buy it, and I asked them, “Why didn’t you buy it?” so I could get their feedback.

And then, the beauty of that is who do you think I sent that audio recording to? I sent it to all of the people that I sent the $100 mailing to, in order to say, “Okay, I addressed the questions you gave me.”

So, all of a sudden, some of those people are like, “Oh, okay. It makes sense.”

See part three of this series next week.