Hi,

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No one can deny that sales closing techniques are absolutely vital in face-to-face selling. But often, people ask me if they can apply my powerful closing techniques to online marketing. My answer is an unequivocal, "Yes!" 

Of course, there are some closing techniques that are more applicable to the Web than others -- but I'll show you magical closing secrets that can dramatically increase your web sales, and rapidly increase your online income. This works best on direct response websites - i.e., those that focus on getting an immediate response in the form of an order or lead.

Before we get started, I must emphasize that much of the sale is made in the presentation. The close is largely determined by how well you've presented the product to the prospect. Your objective, then, is to take the prospect smoothly past the point of closing, making it easy for him or her to come to a buying decision. You can accomplish this with the strategic use of questions.

The All-Important Opening Question

When you're selling online, you don't have the benefit of interacting with your prospect the way you would in face-to-face selling. Therefore, the first thing you say in your web copy has to be something that breaks preoccupation, grabs attention, and points to the result or benefit of the your product.

At any given moment, your prospect's mind is preoccupied with dozens of things. Therefore, a well-crafted question will cause the prospect's thinking to be directed to what you have to say.

Your opening question must be aimed at something that is relevant and important, and at something that your prospect needs or wants. What do sales managers, for instance, sit around and think about all day long? Increasing sales! Therefore, if your target market consists of sales managers, here's an example of a question you can use as a headline or as the first part of your copy: "How would you like to see a method that would enable you to increase your sales by 20% to 30% over the next 12 months?"

When you ask such a question, the first thing that pops into the mind of the prospect should be, "What is it?" - whereupon you've captured his or her attention, and you can then begin to articulate how your product or service can solve the need posed by the question.

Plan your opening question carefully. If your opening question fails to break your prospect's preoccupation and grab his attention, he will click away before giving you the opportunity to present your product or service.

Questions That Keep Them Involved

Questions are equally vital during the presentation, i.e., in the body of your web copy, for clearly explaining how your product or service solves your prospect's problem in an easy, fast, or cost-effective way. 

Therefore, install questions within your sales copy that capture attention. Keep your prospect involved, and keep his mind from wandering off in a different direction by using intriguing questions that grab his lapels and jerk him toward you. For the length of time that it takes a prospect to answer a question in his mind, you have his total attention. The prospect is drawn more and more into the sales process as your questioning proceeds. If your questions are logical, orderly and sequential, you can lead the prospect forward toward the inevitable conclusion to purchase your product or service.

Tip: Never say something if you can ask it instead! Think of how you can phrase your key selling points as questions. The person who asks questions has control!

Closing Questions that Presume the Sale

Just as questions are important at the beginning and the body of your web copy, they are even more vital at the end in gaining a commitment to action.

The key to asking a closing question is confident expectation. You must skillfully craft your question to convey that you confidently expect the prospect to say, "Yes" or to agree to the sale. 

For example, you can pose the following question in your web copy: "When would you like to start using to multiply your profits?" In other words, you don't ask if they want to buy your product, but when. This way, you're asking for the sale expectantly, and the more confidently you expect to sell, the more likely it is that you will sell. 

Tip: In crafting your closing question, include the benefit that your prospect will get from your product. 

When you ask a compelling closing question, you diffuse the tension that normally creeps up on your prospect at the "moment of truth." A prospect's tension leads to the hesitance that kills so many sales - both online and offline. 

To be truly persuasive in the selling process, learn to use questions judiciously throughout your web copy. Instead of trying to overwhelm your prospects with reasons and rationales for doing what you want them to do, ask strategic questions instead. When you take the time to plan the wording of your questions, your prospect will become more interested in your product -- and consequently, you will make more sales. 

Brian Tracy is a million-dollar master of peak sales performance and personal success strategies. As the world-renowned creator of 300 video and audio learning programs, and the best-selling author of 16 books, his ideas and approaches are used by most of the big money makers and the superstars of selling. In his RealVideo course, "24 Techniques for Closing the Sale," Brian shows you powerful tactics that can double or triple your sales closing rate -- and teach you how to sell 50% to 100% of all prospects that you come in contact with -- all in just 63 minutes.

A desire to buy something often involves a subconscious decision. In fact, I claim that 95% of buying decisions are indeed subconscious. 

Knowing the subconscious reasons why people buy, and using this information in a fair and constructive way, will trigger greater sales response -- often far beyond what you could imagine. 

I recall a time when I applied one of these subconscious devices by changing just one word of an ad, and response doubled. I refer to these subconscious devices as psychological "triggers." A psychological trigger is the strongest motivational factor any salesperson or copywriter can use to evoke a sale. 

There are 30 triggers in all -- many of them are very subtle, and many of them are the exact opposite of what you would expect.  I will reveal a few of them to you in a moment. Each trigger, when deployed, has the power to increase sales and response beyond what you would normally expect. 

There are triggers, for example, that will cause your prospect to feel guilty if they don't purchase your product. Let me give you an example. Whenever you receive in the mail a sales solicitation with free personalized address stickers, you often feel guilty if you use the stickers and don't send something back -- often far in excess of the value of the stickers. Fundraising companies use this method a great deal. You receive 50 cents worth of stickers and send back a $­20 bill. 

Another example are those surveys that are sent out asking for you to spend about 20 minutes of your time filling them out. Enclosed in the mailing you, might find a dollar bill included to encourage you to feel guilty, and entice you to fill out the survey. And you often spend a lot more than one dollar of your time to do that. 

Guilt is a strong motivator. I have to admit that I've used guilt in many selling situations, in mail order ads and on TV -- with great success, I might add. 

I call one of the most powerful triggers a "satisfaction conviction," which is a guarantee of satisfaction. But don't confuse this with the typical trial period you find in mail order, i.e., "If you're not happy within 30 days, you can return your purchase for a full refund." A satisfaction conviction is different. Basically it takes the trial period and adds something that makes it go well beyond the trial period. 

For example, if I were offering a subscription, instead of saying, "If at anytime you're not happy with your subscription, we'll refund your unused portion," and instead said, "If at any time you're not happy with your subscription, let us know and we'll refund your entire subscription price -- even if you decide to cancel just before the last issue." 

Basically you're saying to your prospect that you are absolutely certain that they'll like the subscription, that you are willing to go beyond what is traditionally offered with other subscriptions. This in fact gives the reader the sense that the company really knows it has a winning  product and solidly stands behind the product and your satisfaction. 

Is this technique effective? You bet. In many tests, I've doubled response -- sometimes by adding just one sentence that conveys a good satisfaction conviction. 

I received an e-mail from a company, a subsidiary of eBay, requesting my advice. They had an e-mail solicitation that wasn't drawing the response that they had expected. What was wrong? 

Looking over what they had created, I saw several mistakes, many of which would have been avoided if they knew the psychological triggers that cause people to buy. Let me give you just one example. 

In the subject line of most e-mails that have solicited me, I have been able to tell, at a glance, that the solicitation was for a specific service or an offer of something that I was clearly able to determine.  Examples such as "Reduce your CD and DVD costs 50%," Or "Lose weight quickly," pretty much told me what they were selling. Was this good or bad? 

The problem with those subject lines is that the reader was able to quickly determine: 1) that it was an advertisement; and 2) that it was for some specific product or service. 

Most people don't like advertising. And most people won't make the effort to open their e-mail solicitation if they think they are getting an advertising message -- unless they are sincerely interested in buying something that the advertisement offers. 

The subject line of an e-mail is similar to the headline of a mail order ad, or the copy on an envelope, or the first few minutes of an infomercial. You've got to grab somebody's attention and then get them to take the next step. In the case of the envelope, you want them to open it. In the case of an infomercial, you want them to keep watching, and in the case of an e-mail, you want them open up the e-mail and read your message. 

The key, therefore, is to get a person to want to open your message by putting something into the subject area of your e-mail that does not appear to be an advertising message -- one that would compel them to take the next step. And the best trigger to use for this is the trigger of curiosity. 

There are a number of ways you can use curiosity to literally force a person to take the next step. You can then use this valuable tool to put a reader in the correct frame of mind to buy what you have to offer. 

Once again, all the psychological triggers apply to every form of communication -- whether it be advertising, marketing or personal selling. And to know these triggers is the key to more effective communication, avoidance of costly errors that waste time and money, and most importantly -- extraordinary sales results.

Joe Sugarman, the best-selling author and top copywriter who has achieved legendary fame in direct marketing, is best known for his highly successful mail-order catalog company, JS&A, and his hit product, BluBlocker Sunglasses. Joe’s new breakthrough book, “Triggers,” reveals 30 powerful psychological triggers that influence people to buy what you're selling. 

Psychological Triggers