Killer Formula to Close the Deal

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Have you ever been pitched to? Has someone tried to convince you to buy something that you may, or in many instances may not be interested in?

I have been doing some training over the last week and at the end of each webinar, there are offers and upsells. Admittedly you do not have to listen but I have been doing so to see the pattern. To understand what I could learn and to understand how these top-flight gurus do it.

The webinar typically goes something like this……..

Step 1: Welcome and the Creation of the Picture of a Big Audience

WOW, guys we really have a lot of people on this call. Spaces are filling up fast. Last time our servers almost went down. Who do we have? I see Lula, Jeff, Diane, Aaron, Shine, Mike, Deb in Florida, Mel from the Philippines, Simone in England, Candy in Guyana, Hilde in Norway too many names to mention.

So you get the feeling that there is a really big audience.

Step 2: Back Story About the Host


  • My house on a 150-acre estate. We don’t drive to school. Everything is right there so we use golf carts and if I go to my mother’s up the road I take the Porsche because I want to get there in 3 seconds.
  • I have been an Internet God for the last 20 years
  • I have been zipping across the globe as an invitee to numerous sold-out conferences attended by thousands where everyone shouts my name
  • I usually have drinks with Seth Godin, Neil Patel, and oh Branson could not make it. Something about him buying a seat on Musk's rocket to space.

Step 3: Endorsement: Talk about the Product……….kindda

  • This product is the next best thing since the invention of toilet paper. It’s that freaking indispensable
  • It has been endorsed by some of the Moguls in the business
  • Don’t take my word for it. Here are some of the testimonials.

Here you would get a mix of common folk looking like you and me along with endorsements by some well-known faces.

At this point the Host has done a good job of settling your Trust issues over the product because from what you can understand (not yet see) it works fabulously, it is being endorsed by people you recognize as Phenoms and best of all it looks like it can make you some serious money. Just what the doctor ordered.

Of course, you also feel privileged to be hearing about this product at this time because it is ‘hot off the press' or new. So a sense of urgency has been created in your mind to get in on the ground floor before sales go gangbusters and your offer runs out.

Now on to ….

Step 4: Connect with your feelings

Not denying any of this is true but the Host wants to create empathy and sympathy by connecting his understanding and personification of your pain points. Do any of these sound emotions sound familiar?

  • I used to be so stressed. I would work 12 hours days hardly ever see my wife and baby girl. I had a nervous breakdown and my health was so poor that my doctor warned if I did not slow down I would have a heart attack.
  • I have a boss that rides my back like I am a donkey. I have been here 15 years come July and this upstart thinks he knows what to do. I feel so under appreciated.
  • I wake up every morning and it’s a struggle. I soooooo hate my job. I want to change careers but as a single mother, a deadbeat for a man, two kids and bills up to my eyeballs where the hell can I go.

So you are now primed and ready to hear the Offer. Don’t get me wrong some of the offers do sound quite good. But before they drop the offer they have to do this.

Step 5: Make a very clear Disclaimer

  • Okay folks (in a much more subdued voice) while I have made millions on this wonder product I cannot promise you that you will make money. I can show you the system and the secrets but ultimately it is up to you.

When I hear that I normally remind myself about how medication on TV is advertised. Take this CureAll and 95% of the time you will solve your medical problem. The other 5% of the time you might bleed from your butt, your eyes may pop out, you may have a roasting temperature of 105F and in extreme circumstances, you might just end up with Becca in the ER and die.

Okay now that the concerns of the Hosts’ attorneys have been satisfied we can move past the disclaimer. On to....

Step 6: Full Product Reveal

  • Get an explanation of how the product works
  • The benefits and simplicity of use
  • The extra features that you will be able to get: my team will set up the product for you, put together a hot email list, drive traffic for you pay for your ads, allow you to be part of a small Mastermind group, 1 to 1 (OTO) coaching, 24/7 support from my team and best of all give you a 100% Money Back Guarantee if you are dissatisfied and don’t make money in 30 days

Step 7: Full Price Reveal and the Deal

  • When all the costs of the various components are added together the full value is $47,365.50.
  • Of course, I am not going to charge you $47K. Not even $25k. I understand where you are in life, so I am not going to even give this away from $8k.
  • Today I am going to give it to you for 3 easy payments of $997, or if you pay in full now for a steal of a deal at $2497.
  • And to sweeten the deal they throw in another product that makes you blog posts and gives you a pre-built video creating machine while you sleep for free

Step 8: Create a Sense of Urgency

  • A stop clock pops up and the host says that I have never created such an insane offer. My shareholders are asking me what I am doing. However, I know where you are because I have been there.
  • We only have 10 spots available because we want to make sure that I and my team can offer you the personalized attention you deserve.
  • So at the end of this call, in the next 5 minutes, you have the opportunity to change your life forever
  • However, you have to act now because when this call is over the offer goes bye-bye.

At this point, you are grabbing your credit card and falling over yourself to jump in to take one of the 10 spots.

Isn’t that a killer formula?

  • The way your feeling are massaged into making you feel that the product is exactly what you need.
  • The sense that this is a once in a lifetime type of offer that you have to jump on
  • The feeling of confidence you have knowing that there is going to be

These stages that I have outlined are pretty consistent with the offers that I have heard. They clearly work as they are repeated again and again.

What can or should we learn?

  • The formula for creating the HOOK
  • The formula for creating that sense of huge DEMAND
  • The formula for creating a belief that there is only a few – SUPPLY SCARCITY
  • The formula for causing you a sense of URGENCY
  • The formula for REMOVING ANY OBSTACLES to your ability to buy.
  • The formula for giving you the best price or CLOSING THE DEAL

Have you been developing your internet marketing skills?

Have you ever been so sucked in by a winning sales pitch that afterward, you wondered why you bought it in the first place?

Would love to hear your likes and comments.

Hugh

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Recent Comments

63

Love the post Hugh, it made me laugh and it's exactly how the pitch is formulated.
In the past, I've been sucked in and I'm a little wiser now through bitter experience; the last course I bought I asked for my money back as I felt the offer was worth trying.
It's a tactic I'll try again whereby I make sure to test the product thoroughly for at least two weeks, if it doesn't match up to my expectation and what was promised I get a refund.

Rick

Great post Hugh - thanks! The psychology of sales and copy writing is fascinating! I have fallen for the hook at times in the past - sometimes with after regrets. I am an information junkie at heart. I use these offerings now as an observer for learning opportunities. They are good for strengthening my saying no muscle. Just before I read you post I revisited an email I had saved earlier in the week with a "great offer" in it and today thought a great pitch and you nearly got me there but not for me this time thanks.
It is a formula that works though
Enjoy the rest of your day
Tracy

That's right Tracy the formula more often works. They are great learning opportunities as well as you point out and which I make use of from time to time to see what is on the cutting edge. Thanks for popping in on me and have a wonderful weekend.
Hugh

You hit it spot on, Hugh. That is the general template for those seminars. I HAVE been sucked in before and, of course, had buyer's remorse.

Perhaps with age comes wisdom but I think it's more like "fool me once....". Whenever I see "urgency" or a drastic price reduction "just for you", red flags go up.

You'd think after a while everyone would see this but these folks are still killin' it. As long as it's not with MY credit card, I'm good. We all need to learn our lessons and will keep repeating the same mistake over and over until we do.

Great insight into the pattern. Perhaps we can just replicate tidbits of this for ourselves......

Debbi

So Debs what caused you to part with your dollars for WA?

Aside from the approach being different ( unlike the BS you stated), it was exactly what I was looking for at the time. It was also financially doable.

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