One of the hardest parts of selling stuff as a small business is that you may sell products that are DIFFICULT to EXPLAIN… But Amazing Once it clicks with a customer and they “Get it”.
For example: A Chiropractor may start off getting patients through their door by having a massage therapist because it is an easy solution to explain for a complicated problem.
Over time, however, that Chiropractor wants to sell a solution that is more high quality and has a more lasting effect than a massage (for certain conditions). That’s where an adjustment and a longer term treatment plan may come in (Same with Dentist, Physical Therapist, etc).
The Longterm Care Plan is a much harder thing to explain to someone who needs it because there is more explanation involved.
Basically… people don’t have immediately connect “point A” to “point B” with the high quality solution if they’ve never tried it before as simply as they would with the “entry point solution”.
So… How Do We Fix This?
We use something called a “Trust Trojan Horse” when we help businesses sell Advanced Solutions.
Please note that you can carry out this campaign over a few days or in one hour long business meeting presentation.
Watch the Video Below and I’ll walk you through it or you can keep reading below:
The Trust Trojan Horse involves Passing Someone through 3 Key Stages:
- Problem Identification and an Easily Testable Solution.
- Amplify the Solution you taught and Intro the Real Problem.
- The Real Problem Solution (your advanced solution/product).
Let’s Break Those Down:
Stage 1: Problem Identification and an Easily Testable Solution.
In this stage of the selling process, the prospect may not know us that well. Our job is to get in front of them and show them we are an expert in their struggle and can help them.
So how do we show them we can help them before they decide to buy from us?
This is one of the most difficult things for most business owners to accept but the answer is: Give them a Positive Result for Free.
This seems counterproductive to most business owners because they feel if they solve the problem the potential customer is having that the customer won’t have any need to turn around and spend money with them for the thing that they are selling. That logic is flawed but I can understand why that assumption gets made.
The power of giving someone a solution for free is that you give them enough of a positive result that you can gain their trust. As crazy as it may seem, we instantly bond with people who teach us something that impacts our lives in a positive way.
This page is a perfect example of how we start Stage 1 of our “Trust Trojan Horse Sequence” by identifying a problem and providing a free and easily testable solution.
In this example we are helping people who sell on Amazon to get more traffic to their product so they can sell more. We give a solution to a very easy to understand problem and then at the very end of the video we tease the fact that we’re going to give them a way to boost their results with the method that they just learned in the next video that’s coming. That takes us to Stage 2.
Stage 2: Amplify the Solution you taught and Intro the Real Problem.
In Stage 1 we gave our audience a free solution to help solve whatever problem they are having and, if you did it right, they should have gotten a positive result from what you taught them. In stage 2 we are giving them a way to amplify the effectiveness of what we taught them in Stage 1 but also explaining the problems that are caused by solving the problem with what we taught them so far (with both Stage 1 and the way we showed them to amplify their results in Stage 2).
This is where we explain things like how the main solution you taught them take a lot of time to complete, or that it will only give them temporary relief.
Check out this page to see exactly how we pulled this off (continuing from our example above)
At the end of Stage 2 we hint that we have a way to solve all of the problems that we introduced and that we’ll tell them about them soon. Let’s move on to Stage 3 where we’re going to give them the best solution for their problem. This is our product (which would have been difficult to explain to a cold prospect, but now we have their full attention).
Stage 3: The Real Problem Solution (your advanced solution/product).
In Stage 2 we gave them a way to amplify everything we taught them in Stage 1 but then we open up about the problems of that solution. In Stage 3 we present the solution that solves the problems we introduced in Stage 2 with our product or service.
Once we present our product we talk about the advantage of this solution over what they could do for free and how it will help them get their results faster and make them last longer (and any other benefit that may be involved with using our solution over any other out there.
Why Does the Trust Trojan Horse Work so Well?
As powerful as this technique is there is nothing overly mystical about it. The real power of selling using this technique is due to the fact that it works in conjunction with how human beings learn best and is reinforced because you are giving your potential customers “rewards” as they move through the Stages.
As we said above, this technique can be used online and offline and can take place over a few days or you can pack everything into one presentation.
Following this program and structure your sales presentations using the “Trust Trojan Horse” and you’ll see an immediate positive change in your sales. All the while you’ll start to notice that your potential customers will pay more attention to you because your sales pitches don’t even seem like sales pitches (because you’re adding value to their life at every stage of the process).
Got Something to Add? Comment Below!
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