Episode 26 – A Powerful Yet Simple Framework for Making Sales

Primary Guiding Concept:

Vision -> Justification is a major path we all follow when we are making decisions

Major Conversion (aka Sales) Framework:

  1. Clarity of an offer
  2. In a way that stands alone
  3. Without broken windows
  4. Context from there
  1. Without clarity, it’s hard to create a vision.  Vision can pull us like a magnet
    1. vision boards
    2. write down your goals
    3. prevents “I thought I was getting something else”. Buyer remorse and such.
    4. Vision -> Justification
  2. In a way that stands alone- Why buy from you, why now?
    1. Brand: other people do this, but here is why we are different
      1. all the brand stuff, aligning with a brand, or rather aligning the brand with a type of person in the market you can reach
      2. this includes boundaries of what we are not, and priorities of what is important to us, etc.
      3. Brand is not everything for conversion. It is only this piece of distinction, it it is anything at all.  Brand is not necessary but can serve a purpose.
      4. Tribes and such, like attracts like
      5. Don’t be too overboard with distinction- don’t appear “un-natural”
  3. No Broken Windows- Am I gonna get screwed?  I’ve messed up before, am I messing up before.
    1. these take someone out of immersion.  The prospect begins asking questions on these side tracks or you disqualify yourself
    2. Be careful with your metaphors and allegories because they may bring up non-relevant string of associations or thoughts
    3. ”This company is incompetent”… but… the vision is still valid so they would be better off staying with you to build understanding of the offer, but they may not buy from you, instead from a competent company offering something similar
    4. not addressing potential questions in the sales letter or conversion experience can create a broken window effect
    5. if the vision clearly has actual value, these side questions are not helpful to get there, but they do create a sense of protecting the buyer.  Some buyers may have a lot of questions, this isn’t bad, they may eventually feel much safer if you address more of these “reasons”
    6. people have a built in protection mechanism.  If you trigger it, or it gets triggered, it needs to be addressed or you will get put into a totally different category
    7. Don’t take yourself out of the category of “natural”
  4. From there, work on context
    1. You want to get into, and stay in the category of “Natural”
    2. An immersive story literally creates a memory that a mind will treat “as if” it is true and that it happened
    3. deep personal stories can be immersive
    4. Scenarios are context- creating a scenario can help someone “see” things better or see the affects of the offer in a real world situation.  This can be a huge component in justification.
    5. These can trigger a lot of reference strings of association and memories the potential buyer already has in their mind
    6. Lamborghinis, Yachts, Mansions can all act as context.  Appear high value….
    7. Brains work, by default, with associations.  Triggering these associations will happen so be mindful of what you maybe triggering.  High value can be helpful, but there may be associations with a mansion that are not helpful, so you may offer triggers that fire off a lot more than you bargained for.
    8. Appear high value but relatable, so treat people as same status
    9. status is a potential broken window, but is definitely context and can bolster and be associated with vision.