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Making Your First Million Summary • Look for products in low wage rate countries that you can buy cheaply and sell for a large profit margin • You can do it. You are good enough. Just because you don't know how and you've never done it before is no reason to stop you. SiteSelling.com 78
Making Your First Million Chapter 15 - How Do I Sell By Mailorder? It's one thing to buy. It's another thing altogether to sell. Buying's easy. We've been doing it from early childhood. Buying is a mutually satisfactory relationship. You buy what you want, pleasing you, and you give cash to the seller, pleasing him. Selling? That's much harder. Or is it? The variables remain the same but you're now on the other side of the equation. What you have to do is convince the buyer that it's in his interests to buy what you're selling. And to do that well you have to swap perspectives and look at it from his point of view. What are you selling? From your point of view you're selling a drill bit. From the buyer's perspective, he's buying a hole. You need to look at the benefits to the customer of the products you're selling. And you need to sell the benefits, not the product. The customer is simply not interested in you, or helping you out by buying the things you're selling. He's not a charitable giver, buying your bits of scrap metal to help you out, though I've seen many sellers whose marketing seems to take that tack. They sell and oversell the product, thinking if only I repeat myself often enough I'll bore or trick the customer into buying. It doesn't work that way. To be a good salesman you need to get into the customer's skin and look at the benefits the product provides him or her. This is the key. Let's look at a simple example that I saw this week in "Your Garden": A wicked garden gnome. You want to sell it by mail-order. How do you do it? You could try the oversell method of: "This magnificent, hand-painted garden gnome is a faithful terracotta reproduction of the original present given by King Adolphus to Queen Gertrude in 1426 etc etc." Selling the features of the product. How often do we see this? It's simply tiresome. Or we could try to get into the mindset of the customer who might want to buy gnomes. This is where you've got to think again. What kind of person buys these tiresome gargoyles? A fruitcake? Sometimes. A sentimentalist? Yes. A gardener? Possibly. That would depend a little on the type of gnome. A nostalgia freak? Yes. A Dungeons and Dragons propeller-head? Probably. The advantage of getting into the head of the potential purchaser is you'll not only come up with a better sales approach you'll also greatly narrow down the range of media you advertise the product in. Knowing roughly who will buy will now start to tell you why they'll buy. Why? To amuse, to surprise, to shock. Themselves? No. Your garden gnome purchaser is buying with someone else in mind. He's not buying to surprise and amuse and shock himself. That wore off in the first 30 seconds. He can't do a Mr Bean and pretend surprise and shock and amusement at the wicked little gnome baring his bum SiteSelling.com 79
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