"Show them where it hurts." There's a very simple way to make tons of sales: Show the prospect where losses are occurring, and what you can do about it.
The effectiveness of this hit me when a sales rep used it on me, and uncovered reasons why I was losing money in my business (that I wasn't even aware of) and I bought from him immediately with no sales pitch. I didn't want to hear any more of his presentation, and it wasn't necessary to continue. On top of that, he didn't need to sell me. I simply said "Yes, I'll buy!"
Forget about all the usual terms like features & benefits that sales persons like to blurt out.... If you can pass on all that and get to the what really matters - show me where the losses are, and what you can do about it - you'll have me as a customer for life. Of course that depends on whether or not you can do what you say you can do.
A Really Dumb (And Ineffective) Sales Pitch
Probably dozens of time each month, I hear the same sales pitch most business owners hear: "I can save you money!"
Uh huh... just like all the others who promised to save me money, by providing a lower quality product or service than understanding that you get what you pay for. Nothing frightens a desirable prospect (successful = deep pockets) more quickly than blurting out, "We can save you money!"
However - there's a similar but very different term than saving money, and it's recovering money. And if you can do that, you'll win all of your sales, instead of getting shot down for saying "save" money.
The major contrast between "save" and "recover" money is simple: Saving money implies the use of a cheaper and possibly lower quality product or service than more expensive, but possibly better alternatives. By contrast, recovering money means immediately stopping harmful losses. Examples might include a consumer paying too much on a mortgage, to a large business losing customers because of ineffective call handling processes. This sales technique applies to just about every industry and niche, if you will simply think and find ways to apply it.
How To Use This Sales Tactic
Implementing this idea is easy. To apply this sales strategy, do as follows:
1. Meet with as many prospects as you can who have an immediate or pressing need for your product or service.
2. Do detailed fact finding, and uncover areas where they have unknown losses.
3. Demonstrate to the prospect how your proposal will "stop the losses" and recover all the money that's being lost.
Steps two and three are easy to apply, once you're meeting with a qualified prospect, and you apply your brains and your imagination to uncover losses. Step 1 isn't as simple, at least if you're still cold calling. Making cold calls will virtually never get you in front of these types of hot prospects, who are too busy and too smart to spend their time dealing with cold calling salespeople.
The reality of today's economy is that making cold calls, nowadays, will only serve to get appointments with the lowest quality prospects out there - the ones who have a lot of time on their hands, which generally means they have nothing productive to do. These are the sales prospects who seem very interested but never return a call or answer an email after you meet with them.
If you are able to uncover prospects who have a real and immediate need for what you're selling via cold calling, it almost always means you're the last one to join the sales process and they've already got a few proposals from competitors. And the last salesperson to the table rarely wins.
Here's what you need to do right now: Stop making cold calls and use intelligent lead-generation methods instead. This can mean networking, referral selling, online marketing, social media, or any other variety of options. Once you wipe cold calling away and are getting qualified leads, you're now free to use this powerful sales strategy to begin closing massive amounts of sales with high quality prospects!
Frank Rumbauskas is the author of the New York Times best-seller Never Cold Call Again and has won numerous accolades, such as Readers Choice for Business Book of the Year from 800-CEO-READ, and has been named one of Fast Company’s top 30 most influential people online. To learn more, and to download a free 37-page preview of his Never Cold Call Again lead-generation system, visit http://www.nevercoldcall.com