Creative business dealings tend to work on promises, a fine art if there ever was one. This primer on “The Promise” explains in detail how to use it to sell anything. It applies to writing an email query, meeting in person, or even going the direct mail route. The promise is a true art form that, if done right, will lead to higher sales potential.
In dealing with someone, you often make a promise. It’s clear you are making a promise; maybe not by the eyes or the hand shake, those “Old School” ways of doing business. You have to offer something. The best route is to change it up-be creative. This will find your promise saved and noted by potential purchasers.
You need five steps. The promise is the first step, and it can destroy the whole pitch if used wrong. A promise, for one, should be close to the lead of you proposal. Whether it’s a business document or a letter to a perspective client, you need something tangible for them, a lead into the picture you will be offering them. This guide applies the KISS principle, with an extended note. Keep it very, very simple, stupid.
Put the promise in the opening. You could go creative: place it somewhere else. However, a promise leads into a picture, a picture leads into a unique selling proposition (USP), and the USP sells the item, making the buyer ready for the offer. Simple, but placing a promise is a fine art.
The promise should be, at least, in the opening two paragraphs of your query. Again, this can be a form letter or a short phone call. You can still be creative with a promise, and creative business tends to tell you what will sell and what won’t. The art is making the promise the vocal point of your argument. If you can get the buyer to believe your promise, it will lead into all the other main sell points.
You Say it, You Send It:
Promise in the opening. Do you have a clear proposition for your buyer? It’s time to send out your promise, make that phone call, or take a short sales trip. You’re ready to sell. Here again is the art: build several different business proposals with several different promises. See which one seems to work best on clients. Do that and your business will succeed.
Call the ending
The end of your sentence to your buyer may be the writing: be creative with your words, call the ending. If you can ask your customer the right challenging question – asking if they want some change or value – you can then change your piece and make it more valuable. The promise means nothing without promising some hope at the end.