So I am going to Tony Robbin’s “Unleash Your Power Within” event in Chicago next month. I purchased tickets a couple weeks ago via his website–right before the next price hike hit for registration.
I paid $695 for a “General Admission” ticket. However, the next day after ordering, I got a phone call from a rep from Tony Robbins with “important information I need to know before I go to the event.”
I knew there would be a pitch coming…or some kind of an upsell. I really enjoyed being sold…and since I do this for a living, I always like to learn from other salespeople. And Tony Robbins has some of the best salespeople out there.
Anyway, after the rapport-building stage (he asked me where I was from…we immediately bonded since we both have Idaho ties) he then pitched the “VIP” upgrade.
“Oh…here comes the pitch”…I thought to myself. I was happy with my “general admission” ticket until he commenced to tell me that the VIP attendees get closer to the stage where they can see Tony in person…instead of way back in the “general admission” area where I would more than likely need to watch him on a screen.
“No big deal” I thought to myself. But then he got me when he said this:
“When you go to a ballgame or a concert, you have a better experience when you’re sitting up close to the action…then you are in the “cheap seats”, right?
“The people that are closer to the action have more “energy” and are generally more enthusiastic. I mean, you’re paying all that money to come–so why not have the best experience possible?”
This is what sold me. I have been to concerts and ballgames where I was both in the “cheap seats” and the front row. And I had a infinitely greater time when I was closer to the action. Unleash The Power Within” is basically like a rock concert from what other people have told me.
Basically what he did was use an analogy I would relate to…that I would agree to…and say “Yes” to…to make me believe that I would have a better experience at the event if I sat closer to the stage as a VIP member.
The VIP upgrade was an extra $300 which I gladly paid. We’ll see on July 22nd when I fly to Chicago and see if the $300 upgrade was worth it.
So when pitching your product or service, always use analogies you know your prospects will “agree” with in their minds so you can get them to believe what you want to believe. You want them to always be saying “Yes” in their minds…and in person if you’re doing a face-to-face presentation.
Here’s another example:
When selling coaching programs, I always mention that even professional athletes like Peyton Manning, Phil Mickelson, and Tom Brady need coaching…even though they’ve been playing their particular sport their entire lives.
Almost anybody will agree to this in their heads…most people have watched a sporting event in their lives. That gets my target audience to say “Yes “in their minds–since I want my prospect to believe that coaching is important and they need it…which is critical to the sale.
Stories are very powerful too. The Tony Robbins salesman could have told a story of one attendee who sat in General Admission and had a “so-so” time…and the next time he/she came to the event…they sat in VIP and had a better time. This would have had an equal effect.
So think of stories and analogies you can use to get your customers, clients, or patients to “believe” what you need them so they’ll buy from you. Nothing shady about this, by the way. It’s best to use stories and analogies most people can relate to…everyday stuff that has more than likely happened in their lives.
I hope this helps you sell more in your copy.
“The Professor of High Response”
P.S. I’m looking forward to doing the “firewalk” too. 🙂