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

2. 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

3. 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

4. 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)

5. 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

6. 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?

7. 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.

8. 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

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

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

11. 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

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