Frank Kern: The Art Of Selling Without Being Salesy
Effective Sales Strategies Average Marketers Tend To Ignore
Frank Kern is on my list of the greatest marketers alive and before his critics start calling me out, here is the foundation of my reasoning…
Making promises and keeping them is a great way to build a brand. -Seth Godin.
This is exactly what Frank Kern has been preaching throughout his career.
Selling is not trickery.
You do not need to spam in order to make more money.
As a matter of fact it’s much easier to sell to people if they:
- Know you.
- Like you.
- Trust you.
- Already want what you’re selling …before you ever even try to sell it.
This is the premise of Frank Kern’s intent based branding concept.
Demonstrate to your customers that you can help them by actually helping them.
And as Frank Kern would say…
The Most Dependable And Consistent Way To Generate Wealth Is To Turn Advertising Into Profit.
But how do we turn advertising into profit?
Two words.
Trust and Goodwill.
Sure, you can still make a profit by using deceptive advertising methods but that is not the sustainable way to build a lasting brand.
Your marketing efforts can generate more revenue once you realize that the best way to sell more is not being salesy…
1.Always Anticipate An Initial Objection
Many marketers fail because they are always quick to close the sale.
This goes against human psychology and all natural behavior.
People are quick to say no.
We have been told from childhood to never trust strangers so it would require the earth to shake for anyone to quickly give money to someone they don’t know.
Sure, it is possible to close the sale on the first impression but it would require great marketing skills to constantly do that.
Many of our target customers will not buy the first time.
Knowing this simple truth and realizing that people do not make a fast decision when it come to buying something will make it easier to create great marketing campaigns that convert.
All your marketing campaigns should always anticipate the first no and your sales funnel should be specifically designed to overcome that initial objection.
Frank Kern encourage us to build multi-phased campaigns, all centered around “response indicators.”
A response indicator can be defined as an action or series of actions that a prospect typically takes before buying.
These are the steps that will help your prospect to trust you enough to buy from you.
It could be reading a report, test driving a car or any action that is typical for your industry.
Your main goal is to encourage prospects to act upon your response indicators before making an offer.
2.Control Your Narrative
I am sure that you have heard of the phrase “Never Judge A Book By It’s Cover”.
A very noble and moral thing to do.
But unfortunately, we all judge the book based on the cover.
If we know people are going to assign a label to you the second they see your stuff, then logically, it makes sense that we can actually influence in advance what label we want them to assign. In other words, we can help them decide in advance what something means. -Frank Kern
It is very important to control your narrative and intentionally guide your prospects to have a desired perception of your brand or product.
Controlling your narrative will help you attract you ideal customer and repel all the other people.
3.Trust Comes Before The Sale
Intent based branding is trust based selling.
Trust is the bridge between your product and customer and you can never close a sale unless you intentionally attempt to build it.
Intent Based Branding is all about creating, building, maintaining, nurturing and strengthening the bond between you and your audience. -Frank Kern
There is definitely more to marketing but mastering these simple principles can help you to sell more products with less resistance and fewer objections.
The 30 Days Summit from ClickFunnels is a great way to learn more effective digital marketing strategies.
But if you ever feel lost in marketing just remember to:
- Always anticipate an initial objection.
- Be in control of the narrative.
- Build trust before making an offer.
These are the core principles of marketing that can help you to build a lasting brand.
Who Is Frank Kern?
Frank Kern is a direct response internet marketing consultant and copywriter who has worked with some of the iconic brands of this world.
He is popularly known for creating behavioral dynamic response which is an automated marketing method that speeds up the sales cycle by customizing marketing messages based on a prospect’s behavior.
You might also know him as the author of Convert- How to Create a Cult Following of Raving Fans and Repeat Buyers for Any Business.
Frank Kern was born on 30 August, 1973 and he is married to Natalia Kern.
Disclosure: I am an independent ClickFunnels Affiliate, not an employee. I receive referral payments from ClickFunnels. The opinions expressed here are my own and are not official statements of ClickFunnels or its parent company, Etison LLC.
