Thursday, September 18, 2014

Screw Price Quotes and Proposals Part 3: The Delivery

In the last two posts, I've explained why you should never send another price quote or proposal.

I've showed you how to give your Un-Proposal a unique name and how to fill it with compelling content.

Now for the final, often-overlooked piece of the puzzle: The Delivery.

Fact: The most persuasive selling message in the world won’t mean anything if it’s not read with interest by the person you’re selling to. And, yet, if you send your Un-Proposal by email, it likely won’t get read or read with any interest.

Prove this for yourself. How many unread messages are clogging up your email in-box this very second? What’s that little number in red say on your smart phone -- 10 emails? 25? 50? How many emails do you actually print and read carefully? How many do you just download and ... forget?

Now, flip the script. If your prospects get your carefully written Un-Proposals by email, they almost certainly WON'T read and respond as much you want. There's simply too much competition for time and attention in their email in-box.

Fortunately, there’s a solution: Get real. Print and send a hard copy of your Un-Proposal.

Think: Is it fair to expect anyone to write you a check for thousands of dollars based on an email? Even if you’ve met or spoken to them at length, do you want to trust your next sale to email only?

A printed Un-Proposal creates a lasting impact that's not possible with email. Research by The UK's Royal Mail and Bangor University found that physical materials, like documents you can hold, "triggered greater emotional processing."

The study, Using Neuroscience to Understand the Role of Direct Mail, found that "tangible materials actually leave a deeper footprint in the brain."

To quote the study at length:
This research strongly suggests that greater emotional processing is facilitated by the physical material than by the virtual. The “real” experience that the physical media provides means it’s better at becoming part of memory.

It generates more emotion, which should help to develop more positive brand associations. The real experience is also internalized, which means the materials have a more personal effect, and therefore should aid motivation.
Get that? A printed Un-Proposal that your prospects can hold generates more emotion, has a more personal effect, and aids motivation. Bing, bang, boom. Try that with email.

Okay, you should print your Un-Proposal, but how to deliver it? 


Sure, you could deliver it by U.S. Mail, but it might get lumped in with all the other bills, solicitations, and junk. It might even get tossed in the trash by an over-zealous gatekeeper.

However, nobody ignores a FedEx Letter. There’s a 100% chance it will get delivered, opened, and read. Yes, you pay more for FedEx, but when you do, you’re buying 100% of your prospect’s attention and ensuring they will read your Un-Proposal -- with interest. That's a bargain. And you simply cannot do that with email.

But, nearly all of your competitors will send their ordinary price quotes or proposals by email. And compared to you, they will look ... ordinary. Good news for you, no?

That wraps up this 3-part series on naming, writing, and delivering an Un-Proposal that helps you sell more of your product or service. Let me know what you think!

Meanwhile, are you an entrepreneur with clients, not customers? Are you doing at least $200,000 in revenue, and want to do better? If so ...

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