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How to sell more

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I just recorded a video with my friend Marie Forleo on how to sell more, and it’s not the same old stuff you hear. In the video, I share some blunt advice about how to go much deeper into your customers’ minds. If you think I do a good job selling, I’m revealing some of the frameworks I use in this video.

By the way, I love that she has to issue a disclaimer before she puts me in front of her audience:

Heads up on my friend Ramit: he can be pretty controversial. He regularly recommends his readers unsubscribe from his list (if they’re non-action takers) and has no problem publicly calling people out for being lazy.

He’s a no B.S. kind of guy who really knows what he’s talking about. Which is exactly why we’re friends, and why I have him on the show today.

And this is me at my most polite!

In the video, I’ll share a framework on positioning that you can use for your own business. You can also use it to get ahead at your job. BONUS: How can you use this positioning concept for your PERSONAL life?

Here’s the video:

Watch until the blooper reel at the end

I’m curious how you could apply this to your business, career, or personal life. Leave a comment below and let me know (just pick one).

 

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30 Comments

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  1. This is a great reminder to a common theme with IWTYTBR and Earn1K. Been struggling with how to improve sales and glad I watched the video. However, best line is probably “that’s some niche shit right there.”

  2. The p90x example of specificity gave me a clear idea of how to improve our company website even though its a radically different business.

  3. Hi Ramit,
    This arrived in my inbox with perfect timing, just as I start a sales push with my company. It’s a great reminder to find your “niche sh!t” rather than the shotgun approach!
    After watching the video, perhaps you could clarify something- specificity driven sales are the goal and you used the Nordstrom shirt as the negative example. You then used P90X as a positive example though I guess I see them as almost identical. If you can’t relate to the punk kid or gramps, how is P90X different in that someone can relate to skinny to bulky or fat to skinny? Like the shirt, a customer relates to one but not the others, but are turned off of the shirt, not the workout product?
    Thank you!
    -D

    • I thought the same thing when I saw the video. Why is it bad for Nordstrom to market to many different people, but good for P90X?

  4. Ramit’s really mushy on the inside. Knew it all along 🙂

    Seriously, when I started freelance editing, I would have done anything for anyone; I was just desperate to get off the ground. Fortunately, I found my niche, editing services for self-publishing authors, pretty quickly. Not only do I love the work, but most of my business now comes via word of mouth.

    The more you niche down, the more you’re (usually) working with people who know or at least interact with each other. It becomes much easier to build up a solid reputation and get referrals, letting you save on time, energy and money marketing yourself.

  5. Very good interview and perfect timing as I am now putting together a marketing plan for my iPhone application. It helps people discover awesome clubs, lounges and bars, nearby. This audience is not as general as “Empowering women…” however, getting really specific is a daunting task. Thank you for the motivation!

  6. Oooh, I like. Applied to Business (2 separate markets). Full disclosure: I’ve been a long time follower and have been using Ramit’s 2 qualifier method prior to this video.

    Before: I want to teach martial arts to women.
    After: I want to teach martial arts to female college students (aged 18-25) who want to feel safe in the [my] area but don’t want to commit to the flagship combatives training I offer. This is targeted with a 3-5 session module.

    Before: I want to teach non-lethal martial arts techniques for a cheaper price
    After: I want to teach a takedown class to “switches” in the BDSM community of the [my] area.
    A friend pointed this niche out to me last week. For those not in the know, switches will often wrestle (non-sexually) over who will assume the dominant role in a following sexual encounter. It’s very important to know how to safely take someone down, how to safely fall, how to force a UFC style submission, and what to do in case any of those things go wrong. This one might even be too niche!

    • TheDarkLlama – When it comes the BDSM community, there really isn’t a thing as “too niche.” Spend any amount of time in that community, and everyone you meet will tell you the way they do BDSM is unique or somehow different from everyone else’s. I would say, be ready to offer private 1-to-1 instruction if you aren’t already.

  7. What really hit home were the remarks about also being specific about who you’re not targeting. Be a proper specialist instead of a generalist! Put me back on track with an article I’m writing on music therapy, music neuroscience and the treatment of male prisoners with PTSD within a penitentiary psychiatric centre. The article was in danger of becoming an encyclopedia!

  8. Ramit rocks some bad ass MF socks…

  9. Here is my personal experience with niche marketing and how it works. Back in the 80’s I worked at a franchise sales department. (We sold franchise businesses.) My boss, a very affable and competent sales executive always emphasized the key to finding our ultimate customer was appealing to their desire “To Be Their Own Boss”.
    We would use this approach in print media, throughout the country in regions that a franchise could be sold and also availed ourselves of the Wall Street Journal by placing ad’s in “The Mart” every Thursday.
    The results were meh, meh.
    One day yours truly had an epiphany, albeit a small one. If being your own boss was the hook, why not advertise directly in a magazine that seeks out nothing but these souls?
    I came up with a marketing solution, do a pull out ad in Entrepreneur Magazine.
    The franchises we sold were not sexy, but I understood that sex does sell…meaning an attractive woman needed to be placed in the ad, somehow, to achieve full effect. (Women check out attractive women and so do men.)
    We came up with a very attractive pull out ad with a postage paid response card.
    Then off to print we went and the results?
    We sold nearly 150 stores. (Most ever in their history.)
    Hope the above story gives everyone some food for thought.

    • Fascinating. Jeffrey, how would you replicate this success if you were targeting entrepreneurs with an Internet-based marketing campaign? Would you exclusively use paid advertising? Where? Is it all about driving traffic to a squeeze page and giving away free content in order to build a list, or is this approach ineffective? What incentives would you offer to encourage optimum response? How would you niche it down? Finally, are there some things that you have found it is better not to try and sell online, in spite of the potentially wider reach? Thanks.

  10. Loved the video, helped me target the product that I’m ACTUALLY selling versus what I could see it doing (I.e., the difference between “empowering” the world, to filling a very specific need for a very specific person). I would love to learn more about the positioning aspect, as I’ve been looking for scripts with that technique.

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