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 thoughts that will help you;
Thought #1: 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 10 to run away from you real fast.
It’s so “sales 101” that you’re gonna shake your head in disbelief. Simple, 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 “value prop”, 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 mean dick to the prospect.
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 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?
Thought #2: Are you failing 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 hell is “full service”? Does that mean you offer a mean mani pedi in addition to financial services?
“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” I want to sing “Now I know my ABC’s”
“End to End” What end? The end of your “marketingspeak”? The end of your cliches? That end of your ass where you’re pulling this stuff out of? The end of this rant?
“We are the premier widget manufacturer” Seriously . . . who talks like that? And I’m Paul Castain, the premier sales trainer. 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 a human!
How To Close MORE Deals
Join us for our How To Close More Deals webinar on Thursday, March 19th, at 11:30 am EST!
Here’s what you’ll gain by joining us;
- 30 ways to find buyers with a much higher degree of urgency to do the deal NOW!
- How to get the right players to your meetings… my definition of the “right players” might surprise you.
- How to establish your authority … BEFORE you even have your first meeting with your prospect. How to set the rules of engagement and outfox your competitors during highly competitive situations.
- 9 “Insurance Policies” you MUST take out with EVERY prospect!
- 10 forms of “evidence” that reduce doubt, skepticism and objections.
- How to create a higher degree of urgency during the “courtship” and how to ask for the business WITHOUT any of those cheesy “closing lines”!
- How to handle the price objection WITHOUT giving away the store and how to handle stalls like “I need to think it over” and “I need to run this by my boss”. And just for sh*ts and giggles, we might as well show you what to do when you think you’ve been ghosted.
- How to position yourself for a “second chance” when you lose a deal!
When?
Thursday, March 19th, from 11:30 am – 12:30 pm EST. Can’t join us live? Sign up anyway and I’ll send you the webinar replay and all the resources listed below.
Here’s What You’ll Get;
(1) 60 Minute Webinar Packed With Actionable Tips.
Webinar Replay (Sent Later That Day)
2 Templates That Have Been Working Like A Charm For Me
What’s The Investment?
$99
