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How to Talk or Write So People Buy!
You have people in front of you and you have their attention. But each and every prospect you encounter secretly harbors the very same unasked question: Why should I listen to you?
Your opening statements should always offer a clear benefit for the prospect. Your opening is, in effect, your ad for your sales presentation. Tell them quickly why they should give you their undivided attention for five minutes, fifteen minutes, or perhaps even an hour.
- How will they be healthier, happier, richer, more effective people after listening to you?
- Will you show them the path they should take to increase their social standing, wealth, and happiness?
- Will you save them time, money, or effort?
Do you know the call letters for the world’s favorite radio station?
They’re WII-FM
What’s In It For Me!
The basic motivating force that drives nearly everybody is “What’s in it for me?” You must understand that peoples’ decisions are often exercises in positive selfishness.
The more wants you can satisfy, the more problems you can solve, the more needs you can meet, the more you can show what’s in it for the prospect, the more successful you will be!
Look at the text of your typical sales pitch or record a couple of your presentations and listen to them. Are they written or spoken in the language of sales success?
All great salespeople speak “Benefitese,” the universal language of sales.
