Increase Your Sales: Leave Nothing to Chance!

Stand in front of a large group of people and hold up a picture of a large group of people standing up. Do you know what happens?

Nothing. I’ve tried it!

If you ask those in the audience who feel like it to stand up, a few people will shuffle in their seats, but rarely will anyone actually get up.

TELL everyone in a room to stand up, and to the last man, woman, and child, they all do!

What works with a live audience works the same way in a sales presentation. Show people a picture without an explanation, and they will all draw different conclusions.

Provide wishy-washy instructions or benefits, and you’ll get a wishy-washy response.

Expect people to finish off your benefit sentences for you, and it won’t happen.

Assume your readers will take your features and turn them into benefits in their heads as you speed on your way to the next sentence in your presentation — it’s simply NOT going to happen!

Let’s take the feature statement: “Our country club is close to the freeway.”

What did the salesperson want that sentence to mean? Or, to put it another way, what image did the salesperson expect the prospect to see in his head?