Sales Tip: Show Prospects Where It Hurts For Easy Sales
"Show them where it hurts." There's a very simple way to make tons of sales: Show
the prospect where losses are occuring, and what you can do about it.
The effectiveness of this hit me when a salesperson did it to me, and uncovered reaons why I was losing money in my business (that I wasn't even aware of) and the sale was done right then and there. I didn't want to hear any more of his presentation, and none was necessary. Better yet, I didn't need to be closed. I simply said "Yes! I want this!"
Forget about all the usual terms like features & benefits that sales persons like to blurt out.... If you can pass on all that and get to the what really matters - show me where it hurts, and how you can fix it - you'll have me as a customer for life. Of course that depends on whether or not you can actually deliver on your promise.
A Really Stupid Sales Pitch
Day after day, week after week, month after month, I hear the same sales pitch that every business owner hears: "I can save you money!"
Uh huh... just like everyone else who promised to save me money, by providing a lower quality product or service than the one that is actually worth its high price. Nothing scares off a successful prospect (successful = deep pockets) faster than saying, "We can save you money!"
However - there's a similar but very different term than saving money, and it's recovering money. And if you can do that, you'll win all of your sales, instead of getting shot down for saying "save" money.
The major contrast between "save" and "recover" money is simple: Saving money implies buying a lower-cost product or service than the prospect either has, or is considering. However, recovering money means showing them ways to stop the bleeding. It can range anywhere from a consumer paying too much on a mortgage, to a large business losing customers because of ineffective call handling processes. This sales technique applies to just about anything, if you will simply think and find ways to apply it.
How To Use This Strategy
That's the easy part. To apply this sales strategy, do the following:
1. Meet with as many prospects as you can who have an immediate or pressing need for your product or service.
2. Do a detailed analysis, and uncover areas where they're losing money.
3. Show the prospect how your proposal will "stop the losses" and recover all the money that's being wasted.
Steps two and three are easy to apply, once you're meeting with a qualified prospect, and you use your brains and your imagination to look for losses. Step 1 isn't as simple, at least if you're still cold calling. Cold calling will almost never get you in front of these types of desirable prospects, who are too busy and too smart to spend their time taking cold calls.
The reality of today's economy is that making cold calls, nowadays, will only serve to get you in front of the lowest quality prospects out there - the ones who have a lot of time on their hands, which generally means they're not very successful. These are the people who have nothing better to do than to meet with salespeople, over something they probably don't even have a current need for.
And if you do manage to uncover prospects who have current needs for your product or service via cold calling, it almost always means you're late to the game and they've already got a few proposals from competitors. And the last salesperson to the table rarely wins.
So, first things first: Stop cold calling and use intelligent lead-generation methods instead. This can mean networking, referral selling, online marketing, social media, or any other variety of options. Once you wipe cold calling away and are getting qualified leads, you're now free to use this powerful sales strategy to begin closing massive amounts of sales with high quality prospects!
by: Frank Rumbauskas
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