I need a new bed. The one we have is old and seriously needs to be replaced.
So this weekend, my wife and I set out to buy one. Our first stop happened to be the local Conn’s store.
Upon entering the store, we were almost attacked by their sales staff. Three very hungry looking salespeople were semi blocking the entry, I assume this was in order to grab customers as they walk in. A sure sign of commission sales people. (years ago I worked as a commission salesman for a major jewelry chain that required us to stand at the door waiting for customers to come in…)
Anyway, one of these door blockers immediately tries to shove this week’s sales flyer in my hand. To which I responded, “I’ve already read it, it’s why we’re here. If you don’t mind, we would really just like to look around a bit.”
Flyer Boy looked a little hurt, but nodded his head and took a step back, allowing me and my wife to enter an extremely empty looking store. If you have never been to Conn’s, they sell everything from mattresses to appliances, tv’s to tractors. I’m telling you, these stores are big. The fact that it appeared we were the only customers in the store was kinda spooky.
In less than a minute, I figured out why. At least why I think the store was empty. Because Conn’s doesn’t teach their sales people how to read their customers. I’m what you would call a grazer. As a salesperson, you’re much better off waiting for me to ask for your help. Because that means I’m ready to buy something.
It wasn’t meant to be however. Because approximately ten steps into the store, I was again blocked by a really aggressive looking woman who literally shoved her hand in my face. Apparently this was meant to be a handshake gesture, but it felt more like she was somehow assaulting me. Once again, I asked her to allow us to look. But this one wasn’t taking ‘no’ for an answer. No sirree Bob.
“Well, what do you want to look at???” The saleswoman barked.
She continued to talk, but by this time, I’ve made my decision. Conn’s won’t be getting any of my money on this day, or anytime soon. Because they didn’t listen to me, the customer. The guy with the cash, remember?
Nope, no sale. We were exactly ten feet into the store, and because of the pressure, we turned and headed for the door. At which point this saleslady started TAUNTING me.
“Okaaaayee, bye now. Thanks for stopping in. Hope you come back soon. You’re welcome anytime.” In an overly sarcastic tone that I guess was somehow supposed to make me rethink my decision to buy something from her. Instead, it pissed me off. Right then I vowed to never enter this store again.
Which is Conn’s loss. I happen to have a few dollars. I am not rich, but I do pretty well. I can buy almost anything I want within reason. Affiliate marketing has been good to me. So I have been known to drop a few grand in similar stores on stuff that we want and like. I seldom deny my wife for anything either. I love her and want her to have the things she wants. Previous shopping trips indicate that Conn’s probably lost more than just a sale for a mattress.
Enough of the rant. Let’s get to the point…..
How does all this relate to affiliate marketing you ask?
So glad you did. Because it all comes down to knowledge. Good salesmanship requires some skill. If everyone could do it, we’d all be millionaires. But not everyone can. So many websites and would be marketers resort to desperate sales approaches that mirror the untrained sales staff in the above commentary.
More often than not these days, you come across affiliate websites that scream at their readers to buy, buy, buy! Exclamation marks in every sentence.
Popups, slidein’s, sometimes even a chat box screaming that “Connie” is standing by to help me with my purchase. Applets that freeze navigation, and last but not least, that nasty little popup when exiting that asks me if I’m sure I want to leave the page????
Of course I’m sure. If I somehow made a mistake navigating away from the page, I know exactly where my back button is. And so do the other users visiting your affiliate website my friends.
The reason I’ve had more than moderate success as an affiliate marketer is that I do know how to sell. I don’t use any of the methods above to pressure or control users. I don’t try to lock up their browser, nor do I try to hijack them when they want to leave my website. I use real sales psychology on my pages. Offering value and reasons why they should buy the products or services I’m promoting.
Ya know what? They do buy. Without the pressure. Without the sleaze. Because my sites offer them value. Value that translates to sales.
The point of this article? Focus.
If you are trying to build sites that convert well, learn how to actually sell. Don’t spend your time learning the newest way to control your users, or adding the newest browser control. Spend it on something that works. Spend your time studying the real powerhouse affiliate websites and the text within. You’ll start to see patterns in that text. Techniques you can effectively use within your own sites.
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