Boron - Chapter 21

I'm tired.

Oh well, kids in Africa are starving so let's get started. I
still am stuck to let's see. Hmn? Maybe it's time we talked
about propositions. Propositions are very important. They
are the "deal" you are offering. For example: One deal might
be that if you buy one item you get another item free.
Another example of a proposition is the one used by the
record and book clubs. It goes like this: "You can have
any 10 records you want right now for only 99¢ if you agree
to buy an additional record every other month for the next
two years." Another very common "deal" or proposition
is: "If you buy right away you will get a big discount."
And another is: "I'll give you a discount if you buy more
than one." And, of course, the most common proposition
of all is simply: "If you give me X dollars I will give
you X product!"

Propositions are very important in DM and MO selling and a
very important ingredient in making your propositions work
is the "reason why". In other words when you say in effect,
"Have I got a deal for you!" you need an explanation
as to why you are offering this good deal.

You see, if you don't have an explanation, your "deal" won't
be believable and you may not get the sale.

Here are some common explanations for good deals:

"I'm going out of
business."

"I just had a fire and
I'm having a fire sale."

"I'm crazy." (all used
car dealers)

"I owe taxes and I've
got to raise money fast to pay them."

"I've lost my lease and
I've got to sell this merchandise right away before it
gets thrown into the sheet."

"I've got to make space
for some new merchandise that is arriving soon so I will
sell you what I have on hand real cheap."

And so on. All of these explanations work and that's why
they are used all the time. However, there is a far more
compelling "excuse for a deal" and if you can find a way to
use it you can dramatically increase your sales volume.