How To Increase Sales By Using Isolation

    45 minutes, 40 strangers, 1 product.

    Over 50% sales. Extraordinary!

    How did I increase sales?

    I remember flying to Pittsburgh in the year 2004.

    It was a 7am presentation in front of about 40 people I didn’t know. And they didn’t know me, either. When I finished the presentation at 7:45, I asked the crowd a simple question.

     

    “How many of you would like to buy this product?”

     

    Over 50% of the hands in the room went up. Which, by the way, wasn’t the most interesting part. The most interesting part was that I hadn’t told them much about the product, or the price, or the delivery. So why were so many people in the room willing to buy the product?

    The answer lies in a discussion I had early in my career with an amazing salesman.

    I was new to sales and marketing back in the early 2000s. And I ran into this multi-millionaire called Brian Tracy. His advice on sales was the best definition of sales I’ve ever heard. He said: “Sales is a transfer of enthusiasm from one person to another.”

     

    So that’s what was happening—enthusiasm was being transferred!

     

    Indeed, I’d made a good presentation. Yes, the content was very interesting and useful. But it’s the enthusiasm that caused people to brush aside the rest of the details and make a decision to buy the product. It’s the enthusiasm that allowed me to increase sales.

    However, it’s one thing to say “be enthusiastic” and quite another to do it.

     

    How do you create enthusiasm?

     

    The answer lies in a concept called “isolation”. It doesn’t matter if you are selling offline or online, you can’t be enthusiastic if you’re bogged down with seven hundred features and benefits. So you isolate just one.

    Just like Steve Jobs did when he presented the MacBook Air. Instead of simply rattling off every feature, the drama was centered on one thing and one thing alone: the fact that the MacBook Air was so thin, it could fit in an envelope.

    The BBC presenter, David Attenborough, creates this same moment of enthusiasm.

    There he is, standing in the middle of the forest, surrounded by thousands of trees, bushes, insects chattering endlessly and what does he do? He drops to his knees and shows you a flower. His eyes light up as he goes into detail about that flower, while ignoring everything else around him. What he’s doing is zapping that enthusiasm right into you, but he does so by creating isolation first—and then getting his message across.

     

    Enthusiasm doesn’t mean you have to be loud or boisterous

     

    The best sales people aren’t those who get in your face. Enthusiasm means you feel very strongly about that one feature of the product. So much so, that you’re willing to drive home that point in detail.

    If you’re excited enough, and exciting enough, the audience feels this surge of excitement. Yes, your product has a ton of features, but they want that one feature, and they’re willing to raise their hands for it.

     

    This method works for both online and offline sales.

    Offline, you drive home the point in person by demonstrating or showing a particular feature. Online, you pick one specific feature, and drive it home using more pictures and more explanations, thus isolating the importance.

     

    Sales is a transfer of enthusiasm from one person to another

     

    To feel that enthusiasm you need to isolate one feature of the product that’s extremely exciting to you.

    You then transfer this enthusiasm to your audience.

    And then, like the Pittsburgh audience, watch as their eyes light up and their hands go up.

    Yup, just like that.

    The question is: are you excited enough to try it? How would you use isolation to increase sales? Tell me in the comments below.

    About the author

      Sean D'Souza

      Sean D'Souza is a writer, marketing guru and expert on sales psychology. Read more by Sean on Psychotactics.com

    • When someone writes an article he/she maintains the thought of a user in his/her mind that how a user can
      understand it. Therefore that’s why this article
      is amazing. Thanks!

    • Hello, I think your site might be having browser compatibility issues.

      When I look at your blog site in Chrome, it looks fine but when opening in Internet Explorer, it has some overlapping.
      I just wanted to give you a quick heads up! Other then that, fantastic blog!

    • No British paper has published the photos, though some were said to have been offered a different assortment..

    • Tom Caulfield says:

      Totally agree. Be sharp, to the point and excited about your product. Gift of the gab helps,
      ps. I kissed The Blarney Stone. Author Website coming soon.

    • MetaMachine says:

      I love how you sneakily showed the principle by using it in the article. Good stuff!

    • Razwana says:

      Sean – this is a really interesting concept. Love the idea of focusing on one thing – it means the business owner AND the customer can both do the same thing – cut out the noise and laser-focus on one thing.

      Transferring the enthusiasm to the customer on something THEY will be excited about – that’s the key, right?

    • Love this idea! It’s interesting how most of the time you hear people telling you to name off all the great things about your product (or book), but it’s so easy to overwhelm the reader. Getting them excited about one awesome thing seems much better.

      • Bert says:

        If you look at the top of the Duct taproom marketing page where this article is posted, you will see that Sean is a guest poster…so you got to see -his- post elsewhere…. Guest posting is done all over the Internet. Many of the sites I read have guests from sites I already read….. So Sean didn’t plagiarize his own writing!

        Good article, huh?

        • David says:

          Firstly, there is such a thing as self-plagiarism, and it’s just as unethical as plagiarising somebody else. Obviously Sean wrote the first article – his name is on it. That fact alone is not relevant to whether this counts as “plagiarism” or not.

          This article is identical to the one published on the other blog several months ago, being passed off as new content. There is no reference to this being a reproduction of an existing article on another blog.

          • I’m not entirely sure when or why this term of “self-plagiarism” exists.

            As humans we are masters of repetition. Everyone you know tells the same story more than once. Everyone we know tells a joke many times over. And if you do a great ad campaign, you repeat it over and over until it stops having an effect.

            To paraphrase David Ogilvy: You are speaking to a moving audience. Just because you’ve run something before, doesn’t mean you should not run it again. The people who get most bored with the material are often the creators/owners themselves. The audience doesn’t get bored of it. They see it as brand new, even if you’ve run the same ad eight times before—and this is the ninth time.

            We do this “self-plagiarism” on our own newsletter, in our courses and membership site. It’s not that you can’t create new content, but creating content for the sake of “new” alone is what has created a glut of utter rubbish on the Internet (not that rubbish didn’t exist before).

            The point is that “self-plagiarism” (as it’s now known) is a relatively new and fancy concept. Syndicates, books, systems, religions have all sent out the same message repeatedly. They do this because of a simple fact: When the student is ready, the teacher will appear.

            The article is the teacher.
            The student is ready.
            And the smart student knows that hearing the same thing for the second time isn’t a bother. It’s a new way of looking at the same thing.

            On this very blog I have posted an article of how to use an article in twenty or thirty different ways. It’s better to have repeats of great stuff than the endless garbage that floats by as “new stuff”.

      • That’s not only my own article, David. It’s also my own cartoon. Yes, I’m a writer and a cartoonist. And no offence taken about “plagiarism”. I write over 300 articles a year—most content so unlike what you see on the Internet, that you remember it.

        That’s how you remembered it. 🙂

        • David says:

          I didn’t remember it, Sean. I stumbled upon the other article when looking for more information about Brian Tracy.

          If you write so many articles each year, why couldn’t you come up with an original one for this guest post?

          • I’ve answered your post, but the reply didn’t show up. Maybe it will, later. 🙂


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