You Have A Great Idea, Now How Do You Sell It?

How well you sell your ideas is just as
important as how good those ideas are.

So, let's get started. How do you sell your ideas?

1. Strategic Positioning
2. Savvy Psychology
3. Slick Presentation
4. Structural Persuasion
5. Solving the Problem

Of course I can't give you a complete course in this
article, but I can supply you with enough knowledge to
become a dangerous adversary in your battle to be
heard.

1. Strategic Position:

To sell an idea you must have a strategy. Before you
begin defining your selling idea, you must create and
define a strategy. Your strategy could be as simple as
this; "Our strategy is to gain awareness of the
dangerous effects that radon presents to the public and
to offer a free detection device. On discovery of the
danger, we offer a 1-800 number on the detection device
to sell our abatement service to effected clients". Or
your strategy could be a complex and diverse plan of
attack including TV, Radio, Newspaper and Internet
Advertising Campaigns. Whatever your strategy may be,
the most important is that you believe in it. If you
don't believe in your selling strategy, you have a poor
chance in convincing the client to believe in it.

2. Savvy Psychology:

Selling an idea in any form really comes down to
"talking to people". Think about how they feel when
they read, see and/or listen to your selling idea. The
principle of writing up a good selling idea is in the
presentation. Learn to involve others in your selling
idea and presentation. Test your ideas out on friends,
family and peers involved in your industry. Listen to
what they have to say. They will often have very
valuable input and will help to make your selling idea
better.

Pay close attention to the psychology of your client.
You client will have one question in mind, "What's in
it for me"? Understanding that one point alone can be
the difference between success and failure. You need to
gain insight into how the client will feel and react to
your presentation. This is Savvy Psychology in action!

3. Slick Presentation:

A good presentation makes people want to read, watch or
listen to what you have to say. Presentation (other
than audio alone) requires the joint effort of two
distinct facets. One is the actual copy; the other is
the layout and graphics. One is an integral part of the
other. Presentation of a selling idea is not unlike
presenting a play. Writing and presenting it is like
writing a script and staging it. It requires a
believable script, rehearsal and timing. Layout and
graphics are more important now than ever. The client
can often fight back the words, but visual stimulation
is an unconscious reaction and a strong selling tool.
A great layout and a good storyboard will make your
client want to "do" the presentation.

4. Structural Persuasion:

How do you persuade people? It's simple! By meeting
their needs and aspirations, which is not always so
simple. Persuasion is not a science, but an art. Art is
a form of expression and so is presenting an your
selling idea. The most critical part is the entry or
the beginning. First impressions are important in any
part of life. Presentation is no exception. In
everything that you communicate, whether it's the first
sentence in your copy or the first thought in your
presentation, you must be concerned with that vital
step. In today's "advertising congested" world, you
must fight to get your presentation noticed. That's why
the first words and visual stimuli are so important.
You must literally capture your reader or viewer
immediately.

So what about the rest. Try starting out with a rough
outline of the presentation with titles and subheads
for each part of the presentation sequence. Think about
the toughest questions that will be asked and supply
them with the answers. The more doubt a client has, the
less likely they are to believe in what you have to
say. Always know what you are doing and where you are
going with it. Know where the client is and how to get
them where you want them to be. Be organized and
sequential. Do things step by step and by the numbers.
For the best results, learn to organize your thought
processes and develop good organizational habits. Your
layout and presentations will reflect this.

5. Solving the Problem:

What's the problem? The problem, or should I say
problems, are "needs and answers". Clients have needs.
Knowing what those needs are is an essential factor in
solving the problem. You can't present a solution
without first knowing that they have a need for one.
You must also provide the client with the answers,
answers to questions they haven't asked. If you can
fill the "needs" and answer the "questions" you can
"Solve the Problem"!

Remember:
Salesmanship = Strategy + Structure + Style - Doubt

About the Author

Wild Bill Montgomery
GO AHEAD! GET PERSONAL!
"The Personalized Newsletter Program"