In order to sell effectively, your prospects must find a need – or more importantly – a benefit to doing business with you. You must make sure that you have grabbed their interest so that they will continue to listen to you. Creating a statement that helps hold their attention it the first step.
When you are on the telephone, you have only a short period of time in order to accomplish this, literally seconds. Our attention spans have gotten notoriously short. People have always been tempted to multi-task while on the phone. Today, assume your buyer is not giving you their full attention.
So how to get their attention?
In order to create interest, see things from the point of view of the person who will be buying. What you think is most important to them, may be different from what they feel is important. What are the most important advantages and benefits of your product – as seen by your clients? Decide on the top 3. This will give you a starting point.
Interest must be grabbed within about 15 seconds. Decide what is your best advantage and benefit for doing this.
Any statement designed to create interest should be worded positively, designed to catch the prospect’s interest. Try to avoid clichés. Although many products tout the benefit of saving money or saving time, there are many products that say that. Your prospects hear this so often they tune it out as soon as they hear it. You need to set yourself apart.
Your challenge is to present yourself and your product quickly and compellingly.
What’s your favorite interest gathering statement? Why do you think it works?
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