Power Disqualifiers in Sales and Marketing

I worked with John Paul Mendocha on refining sales processes for a company several years ago.  John is one of those guys who is a total no-fear salesman.  John is extremely persuasive and an expert in sales processes, sales funnels, and writing persuasive copy – especially for high-ticket products and services.

One thing he always talks about that I still use and refer to often is his Power Disqualifiers.

The idea is that in any sales situation the very best and most important thing to do is quickly disqualify prospects as quickly as possible so you don’t spend your valuable time working with people who have don’t have a snowball’s chance of actually buying your product or service.

Here they are – in order…

  1. Have the money to pay for your services
  2. Have a “bleeding neck”
  3. Have the ability to say “yes”
  4. Buy in to  your USP
  5. Your service must fit into their overall plans

If any prospect doesn’t immediately pass each of these questions (how you find out is another story) they are disqualified and you simply move on.

Some people say it’s harsh, but really – are you doing anyone any good if you can’t help them?  Of course, if you find out they are disqualified and you can’t help them, you can easily refer them to someone who can.  Everyone wins.

Advertising that moves people.  This is Stephen Aldridge, the guy I use exclusively as my videographer.  Together we’ve produced dozens of commercials, clips, and videos of all kinds – each designed to do something… Move people.

If you first make your viewers think, you’ve lost them.  If you want someone to act, first you have to make them feel.

If it doesn’t sell – it isn’t creative.David Ogilvy
Ogilvy & Mather Advertising

“How to be Predictably Persuasive in Your Copy”
by Ray Edwards

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The Ray Edwards Podcast
September 19, 2013

I met Ray Edwards at a conference many years ago.  He’s a copywriter who has a podcast covering copywriting and life lessons.  Many people don’t pay attention to the copy on their websites, advertisements, sales letters, and email sequences.

There’s a reason why copywriters are some of the highest paid people in marketing – a good copywriter sells.

It’s easy to think you can do the same thing because you wrote a lot of essays, research papers, etc. in college, but the fact is that those kinds of writings are rarely effective in anything else except showing the professor you can follow instructions.  Copy is an art form of its own.  Good copy is engaging, persuasive, captivating, and motivating.

If this is new to you, we need to talk…

Ranking algorithms are way more complex than ever – more data inputs, more quality checks, more subtlety.  SEO is no longer about links you build, or the content you create – it’s about what is earned through true value creation and interaction with the community.  It’s no longer useful (in fact it is damaging) to robotically create content, links, and posts that nobody cares about – in the hopes that the search engines will be fooled into ranking your pages.

Real, true and natural interaction with the community or market has always been the best way to go because while you can sometimes fool the machines, you can rarely fool the people – and now, the machines are smarter than you think they are.

There are no shortcuts, and if you are using dated tactics and techniques that seem to be working – just wait, they will soon be a boat anchor around your neck pulling you and your pages into the depths of obscurity.

Rand Fishkin’s presentation from 500 Startups.

This was shot around areas of St. George, Utah in February.  The red rocks, blue skies, and snow covered mountains provide a colorful background for the video.

When creating or scripting a video or advertisement, most business owners want something that just talks about themselves.  This is an example of a simple yet powerful ad that goes against the the default assumption that an ad has to be a “look at us” piece.  It’s about the parents and their kids.  “We do what we do – so great kids can keep doing great things.” This ad is about the result rather than the process or the people.

This s an example of a “documercial” style video – documentary & commercial combined.  These are really effective in promoting an idea while at the same time getting the audience to know the people, the places, and the feeling portrayed in the video.