Joining Sales Event

You can have your information products on sale day in and day out, and that can give you a modest flow of income. You can increase sales and bring in a lot more income by creating sales events that encourage customers to reach a buying decision. People really have three possible decisions: “yes,” “no,” or the most popular, “no decision.” Convert the “no decisions” into either “yes” or “no,” and you will get a lot more yeses.

The big problem with having your products available all the time is that there is no reason to buy now, so quite a few people never decide to buy.

For a sales event, you need to give only a limited amount of time to buy. It must start at a certain time and end a few days later at a certain time. You must give people a reason to buy during the event. There must be benefits for buying during that time and penalties for letting the opportunity slip by.

You need an e-mail list of interested people. You send out announcements to the list. A month ahead of time, you tell them that an event is coming up. Over the next few weeks, you send out e-mails telling them a little bit more about the product that you are launching at the event. You tease them with maybe a single benefit per e-mail. You answer their objections.

A good way to begin your event is to use a teleseminar or a webinar. You can help people understand how they would use and benefit from your information product. You give them some of the information out of it. You explain the benefits of buying during the event in terms of price and bonuses.

You can offer a lower price for the duration of the sales event. The penalty for not acting immediately is that the price will go up as soon as the event is over.

You can offer bonuses e-books and videos are perhaps the best because they can be distributed at essentially zero cost. You can have the bonuses available only for a certain amount of time, so that only the people who act within the first day can get the entire list. At specific times thereafter more of the bonuses become unavailable. One of the problems is that many people will not attend your teleseminar live but will only listen to the recording the next day, so they will miss out on some of the bonuses and will not be motivated by them.

An alternative to having the bonuses time out is having only a limited number available. Scarcity is a great motivator. You can offer the entire list of bonuses to the first five people who buy, a smaller list to the next 10, and so on.

Some people react to all this hoopla as its being manipulative only to confuse and exploit people. Certainly a lot of the discussion of these techniques can lead to that conclusion. There are two different ways to view it however. First, it’s part of the fun of the sales event. Quite a few people enjoy all the hoopla. They like being able to pick up bonuses. They like cheaper prices.

The second view is that it helps people make a decision. You’re offering a product that helps some people. It’s not for everybody. What you really want is for people to decide yes or no. Give them all the information, intellectual and emotional, to make a decision, and encourage them to reach the decision immediately. If they go off to decide later, they will most likely fail to make the decision. Their attention will dissipate. The reasons to decide one way or another will slip out of their minds. They will forget that there is a decision to make. All the hoopla of the sales event helps people decide to decide, and whether the decision is yes or no, they benefit by actually making it.

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