Pre-sale: what is it and how to increase your income with this technique?

Selling is going out of style… Pre-selling is today.

The most successful entrepreneurs, marketers, infoproduct creators, entrepreneurs and networkers know it.

Pre-selling has made more money (and easier) for thousands of savvy entrepreneurs than anything before it, even the neuro-stuff craze.

What do I mean? Alright, I’ll tell you…

The story of Pedro “the energetic” and the DDA

A few weeks ago I was having a coffee downtown with Pedro, one of my best lifelong friends. Now – Pedro, to my impression, he has always been the most energetic guy I’ve ever seen, imagine the Energizer rabbit with 3 red-bulls upstairs and fresh from bathing, the guy is unstoppable.

“Wow, you’re not going to believe what I read recently.

I was in the dentist’s waiting room and there was a medical journal that talked about ADD (Attention Deficit Disorder). It was a magazine focused on parents, but I got hooked reading the article and – it was amazing.”

Pedro told me with a face of emotion (and speaking very fast).

“What? What happened?” I asked him.

“Every word I read described my childhood and my current life. All my problems, the lack of concentration, the bad grades, being overwhelmed, everything – Everything was described verbatim. I felt so identified that I already scheduled an appointment with the doctor they referred to see if there is anything I can do to solve it, imagine, it would be incredible!”

BOOM! Just like that, Pedro, without knowing the doctor, without knowing more about the DDA, without knowing who wrote the article, without thinking twice, went on to buy an idea and take action, booking a $100 appointment surely with a doctor he does not know.

Pedro, my friends, had just been “pre-sold” and I could see him by the sparkle in his eyes.

That doctor was going to have the quickest and easiest sale of his life.

What is pre-sale?

Pre-selling something is not just advertising it, pre-selling is advertising that transforms beliefs.

What do I mean? Well, before Pedro read the article about ADD, he held and lived under certain beliefs about his energy level and the problems this caused him, but after reading the article Pedro’s beliefs began to transform and he opened a huge door for your growth (and for someone to sell you something).

I’ll explain it to you with a sexy table (or not very sexy if you’re not a nerd like me):

Now I ask you:

Which version of Pedro would be 100 times easier to sell to?

“Duuuh… Second time, Cris, but I’m not a doctor, nor do I sell medicines for the DDA and apart from that, the DDA is a deception by the medical industry and blah, blah, blah…”

OK wait! Let’s not change the subject, the DDA is just an example.

The point is that pre-selling works for any product, service, Internet course or idea that you want to sell in this life, if you don’t believe me…

Here are 3 quick examples:

1. An online course is usually pre-sold with a webinar, a free mini-course or some piece of free content. Gentlemen, this is a pre-sale (although they are not always well done and many times they generate more objections than transformations of beliefs…).
2. Apple launches a huge pre-sale strategy every time a new iPhone comes out. These start with news leaks (“New iPhone leaked and look what it can do!”). Then for the official launch in a stunning black stage where they pre-sell you all the new details of the phone and in the end they only tell you: “Come in, buy, give us a lot of money” and hardly anyone puts up resistance.
3. Many entrepreneurs write entire books for the sole purpose of pre-selling you something. Russell Brunson, founder of ClickFunnels, wrote two entire books whose sole purpose is to sell you software.

And the examples are thousands, there are so many that it is practically impossible to realize all of them. But the reality is that pre-selling makes selling easy, very easy, but you have to know how to do it right. You have to know the psychology behind a presale.

How to pre-sell?

You have to know how to take your market from what they believe about your product or service today to what you need them to believe so that the sale is practically an inevitable process.

Current belief of my market → Intermediate Beliefs → Destiny Belief.

And how to do this process? It all starts with knowing your market, asking them what they think about your product or service before selling to them, about really being able to describe the pains they feel and their dreams (even better than themselves). But this, gentlemen, is another topic, a totally different topic.

So I recommend something to you: today ask yourself:

What does my prospect have to believe to make buying from me inevitable?

By finding that answer, you will find the first step in the pre-sales process that could change your business forever and make generating more sales a headache once and for all.

For a world with more pre-sellers 😉

Cris Urzua

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