Does Your Pitch Pass The Eyebrow Test

Did you know that your Search Engine Optimization Page Rank goes up geometrically for each minute you can keep someone looking at your website?  That’s because the average time on a web page is under 7 seconds and a large part of page ranking is based on time spent on the page by the visitor.  If you are on the phone with someone, did you know that your chances of closing the sale go up by 300% for those that stay on the phone more than 60 seconds?  Do you want to learn these secrets of what is called “creating eyebrows going up instead of down”?

Learn from the simple engagement techniques outlined below.  Discover how to keep your prospect’s eyebrows going up throughout the entire sales process.  Keep your prospect interested, engaged and intrigued about what you are offering.

So often in life we pass by ideas because in the noise of the day we just aren’t able to focus on what it is we are being offered.  This applies to web sites, TV ads and missives from your 5 year old.

The question boils down to, “are your eyebrows go up or down?”,  Says Sam Horn, a business consultant and author, who has written a great book on the subject.  She also provides a quick work sheet to help us all get those eyebrows going up on people instead of down.

Watch the intro video about the “Eyebrow Test” as described by Sam Horn TheIntrigueAgency

Sam Horn offers a form you can use to create your own 7-step process for creating a presentation:

Communication, on the web, in person or over the phone is all about intriguing the listener into an action.  Getting the “eyebrows to go up” is just step one. Getting them so excited that right there on the spot they are willing to take action takes many ideas and approaches all dovetailed into a repeatable process we call an Integrated Marketing Plan.

  • The first step is “Are the Eyebrows Up” with interest.
  • Then quickly the situation moves to a matter of trust: reputation.
  • Appropriateness: does the listener we are talking to really want what we are selling.
  • Timeliness: does the listener or web visitor really have the interest, budget and the time to use our product or service.

All this has to happen to have a successful sales process.  Remember that if you expect your web site or your sales team to do all the heavy lifting alone you are missing the great elements that each bring to the table.

Here are some additional concepts you can use to create your own Integrated Marketing Program:

  1. Attract publishers to write about your offering and create interest or “buzz” in your idea or service with a public relations posting. (see Newsworthy Content Gets SEO)
  2. Drive those interested parties to “graze” at their own speed on our web site, and provide those interested parties with a “call to action” to request a follow-up.
  3. Grow that interest over time using marketing missives in emails that are helpful in identifying why the time is now and the product or service is right
  4. Then step in with a sales person (online chat works perfectly well) to close the sale.

What is your Sales Process – or holistically what is called an Integrated Marketing Plan?

You may not have control over the entire process and your area of expertise may only be a part in entire puzzle.  Fact is many sales people are expected to create the entire marketing process by just picking up the phone.  A large number of web sites rely on being found by search engines and then expect the customer to self identify without anyone talking to the customer from the company.  Whatever your situation be aware of the different tools you can use to get the eyebrows going up and staying up throughout the entire sales process.

In a recent book by Daniel H. Pink, “To Sell Is Human, The Surprising Truth About Moving Others”, he points out that “the verbally abusive ‘motivator’ of two real estate salesmen in Glengarry Glen Ross days are gone…Actor Alec Baldwin does a superb job of cracking the whip the way old-line sales manager’s were known to work their craft.  Like the Drill Sargent of yore…”First prize is a Cadillac, second prize a pair of steak Knives and 3rd place your fired,”  OK a little harsh.

(Notice: Taken from the movie, “Glengarry Glen Ross” released in 1992 and contains strong adult language)

But truth be told a lot of web sites, emails and phone calls are made under just this pretense.  This is what I would call the “Disciplining or Fear-inducing” father approach.  You saw this approach used by Presidential Candidate John McCain in 2008 against Barack Obama’s “Nurturing and Caring”  fatherly approach.  Who won?  In this age of information saturation McCain’s fear-mongering was seen as untrue, the world wasn’t coming to an end.  We didn’t need to start new wars.  It was the ‘economy-stupid’ here at home that needed help.  He just never got it that the US population was just too well informed.  I have to say that the Republications did this again just this last time around and don’t seem poised to fix their by-gone beliefs any time soon.

Pink goes on to say, “relentless, predator-style approach to selling has become outdated.”  At one time there was “information asymmetry” when, in the past, the salesperson presenting had more information than the person buying.  This has gone topsy-turvy to where now a consumer may be better informed than the presenter.

So when someone opens your email, stops at your web site or picks up your phone call are their eyebrows going up or down after the first 5 seconds. As Sam Horn says, “Did you start with three ‘Did You Know’ questions instead of information?”  Next do you take the process through a series of steps that sifts our the wannabes and filters the gonnabees into your sales funnel.

Is your style to be McCain or Obama in your approach or more specifically in modern terms are you modeling an “ambiverts or extroverts” style (1)?  While you want to always focus on the ABCs (Always be closing), you want to do it in a style that is honoring the customer’s knowledge and ability to have access to the same data.  “The idea … is that we tend to move too quickly, and what the best salespeople of any kind know is that it’s really about listening; it’s really about understanding the other person’s perspective, hearing what they’re really saying, and one really profound way to do that is to slow down.”

As I said at the beginning …if someone stays on your web site for more than 1 minute your SEO (Search Engine Optimization) Ranking soars over the competitors for the search they used to land on your site.  If someone stays on the phone past 60 seconds you chances of closing a sale go up by 300%.

Are you eyebrows going up now?

(1) Interview on NPR of Daniel Pink