Jason Better’s Old-School Selling For Network Marketers…

Last night, I was flipping through my notebooks and a folded piece of paper fell onto the floor. It was like a trip through time. My writing had changed. My thoughts had changed but there on that crumpled piece of paper were two acronyms.

AIDA and FAB.

As you probably know, those are two training tools from old-school selling. The heart of it all. And I thought about how important these principles still are to this day. And thought I’d share my ideas about them.

If you’re already a pro this might be review. Still I think the little part about “rebuttals” might be new to a few old-timers.

So let’s get started…

My take on the AIDA Formula.

For those “in the know” the AIDA formula has always been a trusted friend. And if you’re already a master of it It can’t hurt to have a quick little review.

A common mistake is to lump attention and interest together or to leave out the last step entirely. If you’re guilty don’t worry. I was too…

Here it is.

Attention. This is the first, and some would say most important step in selling or advertising. You have to hook your reader or all else will fail.

This is your headline or opening statement. Some experts have pointed out that the sole purpose of a headline is to get the reader to read the next line. Nothing more.

Interest. Holding attention and keeping it are two different things. Your headline might scream “FIRE!” but there better be a fire. In any sales presentation this is where you would bring up you’re most interesting facts and often present your product. The next step is to build it up with emotion.

Desire. It’s been a selling truism for over a hundred years now. “Emotions sell.” But how do you sell to emotions? You paint pictures with words. You use metaphors, stories, and case studies. Get ENTHUSIASTIC about your product. It’s contagious.

Action. I’m BIG on this one. You can spend all of your days writing the most wonderful ads, blog posts, and scripts but it’s a complete WASTE OF TIME unless you ask your reader to do something.

That’s why I always ask for you to kindly retweet the articles you enjoy. And believe me, it’s much appreciated. In fact, it actually makes my whole day to see a buncha retweets and comments. So please do.

A Fabulous Selling Technique…

The F.A.B. technique is an old school selling principle that lets you dissect anything you’re selling and translate it into benefits. If I knew who developed it I’d give credit here because it’s really handy to know and It’s old as dirt.

Here’s how it breaks down.

Features. A feature is a mechanical part of a product or service. Let’s say we’re talking about cars. Air conditioning is a feature. Tinted windows is a feature. Satelite radio is a feature.

Advantages. An advantage is what a feature does. For instance, with satelite radio you can get almost any radio station anywhere in the world. That’s an advantage.

Benefits. If we go further down the road we have benefits. This is the sweet spot. A benefit is what you get when you feel the advantages of a feature.

For instance, with satelite radio you can get almost any radio station from anywhere in the world…

So you’ll never be bored on those long trips. You’ll never have to worry about where you left your ipod, CDs, or cassettes. And your kids won’t complain because there’s plenty of variety.

So to sum up…

Feature = What it is
Advantage = What it does
Benefit = Why it matters to you.

Simple enough, right?

But what do you do when someone raises an objection?

Well, if you’ve set up your marketing funnel… these days most people should be pre-sold by the time they even talk to you. But let’s pretend we’re really old-school. Assume you’re face-to-face or on the phone… with a cold prospect.

What do you do?

Well, Here’s how one old pro explained it to me. He used to sell credit card services over the phone. It was his full-time job. And he called it a “rebuttal”.

A “rebuttal” is what you say to transition from their objection to your answer. So for example.

If the prospect says: “Not interested”
You say: “I completely understand…”

And then you transition to your answer.

Which in telemarketing is usually a script.

It buys you time to think. You get that extra split second to come up with a reply before they hang up the phone. It gives you a chance to keep selling and it builds rapport with your prospect.

I understand…
That’s what I thought too…
You know, I feel the same…

Nothing complicated at all. But it’s a handy “little old school” trick if you’re ever on the phone with a less than “warm” prospect.

Now… In the end… I don’t think you should go out there and knock on doors to build your downline unless that’s your “thing”.

And I don’t think you should ever call anyone who doesn’t want to hear from you. But I these old school techniques are every bit as valid in internet marketing today.

In fact, I often use the AIDA formula when I write articles.

It’s a quick way to make sure you’re on track.

And that’s a handy tip right there.

Jason The “Better Networker”

P.S. One more thing: If you enjoy this article and already subscribe to this blog please “tip” by sharing it with your friends on Twitter. All you have to do is click the little green “retweet” button on this post. Thank you.

New here? If you’re not a member yet then you can get your free tips sent straight to your inbox every time a new post is up. All you have to do is put your name and e-mail in the little box below. Presto!

* First Name
* Email
We promise never to share the information you provide us.

5 Comments

Leave a Comment

Name (required) :
Email (required) :
Web Site :
Comment :

Notify me of followup comments via e-mail

Click to cancel reply