Sometimes we say things in sales, that we’ve accepted as important, but the prospect has no clue as to WHY it’s important to THEM.
This typically results in a prospect tilting their head sideways, confused and wondering “Why should I care about that?”
Here are a few ideas that will help you;
Numero Uno: I almost want to put this first piece of advice face down on your desk and ask you to give me to the count of 5 to run out of your office. It’s so “sales 101” that you’re gonna shake your head in disbelief. Stupid, basic sales advice coming at you in 3, 2, 1. . .
Make sure whatever you say passes the “So what?” test. The problem, with many of us, is that we have discussed a selling point internally, with other people who are already sold. In our moment(s) of almost hypnotic, repetitious chanting of the “selling point”, a simple “so what?” would have brought us out of our Kool Aid induced stupor. Sometimes things just sound really good when we’re caught up in the moment, but really don’t cut the mustard from a prospect’s perspective.
Example: I knew of a local security company, and their main selling point, was talking about their fleet of cars. To this day, I have no clue how THAT kept their clients safe, what problem those stupid cars solved, opportunities it helped clients embraced etc. Maybe the cars, were like some kind of transformers, that could vaporize the piss out of someone trying to rob a facility? To this day, I ponder that very thought but I digress!
Oh, and that reminds me. In addition to “So what?” ask yourself:
What problems does this solve?
What opportunities does it help embrace?
Why are we saying what we are saying?
Could it be, that we all have just gotten comfortable with what we are saying and its time to say something else?
Is there something better or stronger we should be discussing?
And for the gold star . . . Have we asked our existing customers why THEY choose to buy from us?
Numero Two: Failure to connect the dots for the prospect. Failure to connect the dots is when you make a statement and fail to explain why that’s important to the prospect. The problem occurs because we are so used to discussing the selling point internally (and gaining immediate acceptance) that we, in essence become lazy. Actually, lazy is the wrong word, and I’m too lazy to delete it. What I meant to say, is that we give our prospect an intellectual promotion and expect them to immediately find meaning and benefit. Why roll the dice like that?
And this is way beyond the old “features and benefits” thing. I’m talking about creating a dialogue where a client or prospect completely owns what you are saying.
Three’s A Charm: The only thing worse than spewing nonsense, is when we lace it with clichés!
You know: We’re a “full service” widget company. What the heck is “full service”? Does that mean uniformed service men check my oil, wash my windshield and check the air in my tires?
“Robust “. . . I think of something stinky.
“Comprehensive”: I think of nothing because my eyes are glazing over. Actually, I think about insurance people, they’re always saying that sh*t!
“A-Z” . . . What if my budget and or needs only call for an “A to M” ? Am I screwed?
“End to End” What end? The end of your marketingspeak?
“We are the premier widget manufacturer” Seriously . . . who talks like that? And I’m Paul Castain, the premiere sales blogger. Sounds douchey, right?
And that brings us to the last test your messaging needs to pass . . .
The “Kitchen Table” Test . . .
Take a serious look at your messaging from what you say on the phone, the emails you write to your Elevator Speech to a full blown presentation and then ask yourself . . .
Would I actually talk this way if I were sitting at the kitchen table, having a cup of coffee and a conversation with my prospect?
If the answer is “NO” . . . tell the corporate folk to shut up, and let you speak to people like humans!
Want To REALLY Set Yourself Apart?
Then join us for our Selling In A Competitive Environment webinar!
Here’s What You’ll Gain By Joining Us . . .
15 Ways To IMMEDIATELY Set Yourself Apart and Position Yourself To Be The Front Runner!
What To Say/Do When Your Prospect Wants To Take 3 Bids.
5 Ways To Keep Your Prospect Engaged and Focused On YOU; Even Between Meetings and Phone Calls!
How To Maneuver Your Competitors Into A Defensive Position, Without Badmouthing or Getting Dicky!
How To Competitor-Proof Your Book Of Business
You will also learn how to create propinquity (go ahead and look up that word, I had to) so you can ACCELERATE the “courtship”!
Click HERE (or the banner below) to learn more, and to reserve your seat for this important online training session.
