When people stop buying what you are selling – sell what they are buying.

When people stop buying what you are selling – sell what they are buying. But this begs the question “what ARE they buying?”!

The general school of thought these days is that while sales for higher ticket items might be sluggish people are still buying lower priced items such as short reports, mini-workshops and inexpensive membership programs. While all that may be true it’s been bugging me, and a lot of my clients, that selling lower priced items means that we must generate dramatic volume increases to come anywhere near our revenue goals.

As I was noodling over this dilemma I started to learn more about “desperate buyers”. A desperate buyer is different. They think differently and behave differently. A desperate buyer is very clear about the problem and wants a solution now – right now. They are not looking for the best deal nor are they likely to surf endlessly collecting bits of information as they go. Often when such a person finds your information and is satisfied that you can provide a good solution they will be highly motivated to press they buy button, right there, on the spot.

What started me thinking about this is an ebook called “Desperate Buyers Only” and, while I am not crazy about the title, it does describe the perspective of the person most likely to purchase the moment they see your sales information – a buyer desperate for your solution. I want you to know about it because it is one of the most important books I have read this year.

This ebook shifted my thinking about how to develop and sell products that people will buy sooner rather than later. As the author, Alexis Dawes, explains “Desperate people – people with throbbing problems, pressing issues, and insane drives – buy on impulse. Desperate people buy on impulse because they’re in an emotionally charged state-of-mind or state-of-being and they want to get out of it.” Think of it this way: If you are selling a book or workshop on how to install great plumbing you might get some folks interested. But if you reposition your solution to “how to unplug a stopped-up toilet right now” well, I think you see the difference!

The book is focused towards those who want to create ebooks that sell but I found that my mind dramatically shifted gears in terms of how all products and services can be developed and sold more effectively. It is this shift in thinking that makes this ebook worth the time and money – and then some! My thinking, and the thinking of several of my clients, began to focus like a laser on the situation of the desperate buyer, what was causing the desperation, and how to communicate the benefits of the salve that would ease that desperation – the product or services offered.

As you are planning for 2010 and thinking about how you can generate more sales revenue check out Desperate Buyers Only by clicking here. I think you will find it illuminating, thought provoking, and useful.

Warmly,

Cathy Demers

PS. I`d love for you to leave a comment!