Today’s post is a guest post from my friend and fellow Sales Coach, Hugh Liddle:
It’s always good to be reminded of that awesome radio station – WII FM. The call letters stand for What’s In It For ME? That’s the question that every one of our prospects and clients are asking themselves when we ask them to do business with us, to purchase our product or service. No matter how good or valuable or sexy our products or services may be, it means nothing to our prospects unless the result of using the product or service is to solve a problem for the prospect or help them get something they really want and need. Zig Zeigler famously said, “The guy who bought the drill didn’t want a drill; he wanted a hole!” You need to write value statements for your business that really communicates to your prospects what you can do for them that is gong to change their situation, in business or in life, in a positive direction.
You need to spend less time telling people about your products and services and more time, initially, asking questions to find out what your prospect needs. Then you need to spend the rest of the time telling the prospect exactly how your product or service will help them. That’s really the only thing they want to know anyway. Don’t yield to the temptation to tell your prospect EVERYTHING about what your product does or how your service works. Tell them how it will solve their problem or help them get what they want and need. If they want to any additional information, they’ll ask you. If they do, give them a briefanswer.
I love the story about the little 5-year-old boy who came in the house and asked his dad, “Daddy, where did I come from?” Dad thought his son must be a bit precocious to be curious about the birds and bees at such an early age, but launched into an hour’s dissertation on sexuality. When he finished, he asked his son, “I hope I answered your question. By the way, what made you ask me where you came from?” The little boy replied, “Well, Johnny said he’s from Chicago, and I just wondered where I was from.”
Telling your prospect more than they really want to know is a waste of breath, and may even kill your sale. The solution portion of a good sales presentation shouldn’t take more than 8 to 10 minutes tops. More than that, and your prospect may well lose interest and not buy.
So craft brief, effective solution statements that tell your prospects:
– What you do
– How you do it
– How it’s going to solve their problems, help them get what they want and make their lives better.
You can reach Hugh at firstname.lastname@example.org