Crisis Point Selling
How to Sell with Deadly Accuracy
What is Crisis Point Selling?
Manipulating prospects to express a need that does not exist is counterproductive to successful selling. However, most salespeople do just that. At some point, all prospects have an actual need for a product. This is called a crisis-point. Instead of having prospects vocalize a need that does not exist, Crisis Point Selling increases sales and outmaneuvers competitors by teaching salespeople how to leverage perceived crisis-points and how to uncover and accurately predict actual crisis-points.
What is a Crisis-point?
Prospects encounter crisis-points when they face situations where solutions are absolutely necessary. Most of the time, prospects are unaware of impending crisis-points. There are two types of crisis-points: organic and perceived.
An Organic crisis-point is when a prospect is faced with a problem that must be solved. For instance, if I was given a well-paying job as a courier, and the job required for me to use my own vehicle, then I am at a crisis-point. The crisis-point being that I must purchase a vehicle with adequate space to perform my job and make a living. If a salesperson tried to sell me a vehicle prior to my having this crisis-point, then they would have wasted their time. Similarly, if a salesperson misidentified my crisis-point and tried to sell me a compact car, then again, they would have wasted their time. Most salespeople today waste time by misidentifying crisis-points as their competitors spend time selling to the correct crisis-points and beating them to the close.
A perceived crisis-point is when a prospect perceives that they have a problem that must be solved. In this case, the problem may or may not be real. The perception is a result of conditioning by society and/or a marketing campaign. For instance, every year or two, Apple Inc. releases the latest version of their iPhone. When released, an overwhelmingly large number of people purchase the new model even though most of them already have smartphones that meet one hundred percent of their needs. Nonetheless, they are conditioned – through some very cleaver marketing – to feel that not having the latest model iPhone is a problem that must be solved.
In this case, Apple's marketing team took a page out of a book by Edward Bernays. Edward Bernays, a nephew of Sigmund Freud, was a master salesman and marketeer. Bernays single handedly developed the techniques of manipulating the group mind to create sociological selling - a.k.a. perceived crisis-points.
Bernays showed that the group mind can be swayed by use of having influencers in society set sociological standards. Once the group mind is swayed, the individual mind follows. For instance, in his example on selling pianos, Bernays proposed having influential pediatricians state that listening to and learning piano accelerates mental development in children. This would be coupled with having influential architects incorporate piano rooms in their designs for private homes. As a result, non-influential architects would follow suit and there would be piano rooms in all newly built homes. Then Bernays would use celebrity influencers and media to showcase the piano rooms of celebrities. The combination of these sociological factors will create perceived crisis-points for people to purchase pianos.
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The primary purpose of this website is to promote and sell the book Crisis Point Selling: How to Sell with Deadly Accuracy ─ after all, we are salespeople too. In addition, we are taking great pains to make this website a premier free sales training resource with:
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Due to the expense of mass marketing, advertising, and paying influencers; perceived crisis-points apply to far fewer products than organic crisis-points. Nonetheless, perceived crisis-points can be nurtured by:
Creating a sociological microcosm specific to your sale
Leveraging existing sociological influences
Piggybacking off the promotions of larger companies
Once the timing of correctly identified crisis-points are established, closing the sale is simply a matter of using the crisis-point of each buying influence to make them sick, and then sell them the cure.
In a nutshell, Crisis Point Selling is about growing your funnel, eliminating sales resistance, and successfully closing more sales. Identifying crisis-points is simply a matter of knowing where to look and asking the right questions. However, predicting and nurturing crisis-points is critical to successful selling. The book Crisis Point Selling: How to Sell with Deadly Accuracy. explains how to do both.
About the Creator of Crisis Point Selling
Michael Armocida has forty years of sales experience in the field of medical diagnostics, where he has held roles as a top selling and award winning salesperson, sales-trainer, and sales training manager.