How to Sell Anything

This strategy helps to persuade. Use a list of three to convey the main point, such as three words or complex phrases sorted by bullet points:

Ways to use this sales technique:

• Identify three pain points of your prospect.
• List three end-picture benefits of your product.
• Mention three of your top customers.

Why it works:

People like patterns. Three is a quick pattern any person can find. Anything over three causes scepticism from your prospect.

This sales technique takes the skill of storytelling and applies it to a journey similar to yours to show that their challenges are solvable.

How to use this technique:

• Identify your prospect's job title, responsibilities, and industry.
• Consider a customer contact or account similar to the situation.
• Find one pain point the customer had that your prospect can relate to.
• Tell the story in a way that lays out the problem and then the solution.

Why it works:

Research shows that when our characteristics are similar to a character in a story, we identify with the character, which drives persuasion.

Instead of stating what your company can do, show your prospects that your product works for others.

Ways to use this technique:

• Link out to a written or video customer testimonial for your prospect to view.
• Include a customer quote with their company name and job title.
• Tell a story about a customer using the BAB or PAS cold email formulas.

Why it works:

Research showed that third-party reviews of a product are 12 times more trusted than a company's product descriptions.