The Salesperson’s Curse “You know your product better than you know how your client’s business can use it.”

Specific Call Objectives for Interviews Initial call: Establish rapport and gather information Survey call: Meet decision makers; uncover buying motives Proposal call: Presentation, handle objections, trial close Closing call: Ask for buyer’s commitment The call objective is dictated by: How much information about the prospect is available The type of product or service you are selling Other factors unique to your own business and that of the prospect

Units of Conviction Units of Conviction: Concise, carefully prepared “mini-presentations” that are used as building blocks in constructing the information the salesperson presents. Prepare units of conviction ahead of time Practice them until they are comfortable They become a permanent part of your selling arsenal Learn how to personalize units of conviction

Each Unit of Conviction Contains: Units of Conviction Each Unit of Conviction Contains: Feature (A fact about the product or service) Transitional phrase or bridge Benefit (What’s in it for me?) Evidence or proof statements Tie-down (trial close or nail down)

Features and Benefits Features… Benefits… Are the components (or facts) of your product or service They are the same no matter who uses the product or service Benefits… Are the value to the customer Translating features into benefits is one of your most important skills

Features and Benefits Every feature of your product has numerous benefits. Here is an exercise to give your mind a healthy benefit workout: What are the benefits of a 270- horsepower engine in a luxury car?

Features and Benefits Every feature of your product has numerous benefits. Here is an exercise to give your mind a healthy benefit workout: What are the benefits of a 270- horsepower engine in a luxury car? They could include a smoother ride, power to spare when passing a slower car, quick acceleration away from a hazard, the feeling of being in charge, less wear and tear, higher resale value, etc. The point is, one feature does not equal one benefit. List your product’s top 10 features, then come up with at least five different benefits of each feature Remember, features only justify the price, benefits justify the purchase. This gives you 50 new ways to close more sales.

Your Turn Individually, take 10 minutes to list three features for the product you are selling For each feature, state two or more benefits Pair and share

Transitional Phrases Phrases that connect features to benefits: What this gives you ... This lets you … That means … Because…

Evidence to Support Claims Samples appeal to the senses if possible Testimonials Facts and Statistics Demonstrations Case Histories

The Tie-Down (Trial Close or Nail Down) Question A yes/no question that confirms that the prospect agrees that the benefit is applicable and important to them If the prospect says no, then go back over the feature/benefit This gives you feedback and builds commitment

Participation You must get the prospect involved Ask questions and listen to their answers Encourage the prospects to ask questions