Sell the Sizzle and You’ll Make More Sales
by Wendee Mason MBA
So you want more business? If you want extraordinary sales, you cannot be an ordinary sales person. Here are ten tips to give you outstanding results, whether at a networking meeting, or a sales presentation.
Anchor Your Name. An anchor is a word picture that allows other people to remember your name. For instance, the way you can remember Wendee Mason is, Wendee like the hamburgers, Mason like the jars. At first you may feel foolish creating a word association. When an acquaintance calls you after weeks, months, or even years, you’ll be sold on the idea of anchoring your name.
Don’t Mention Your Title, Tell Them What You Can Do For Them. The first question people ask is, "What do you do?" The usual response is a job title. "I’m an entrepreneur" or "I’m a business owner." This does not let your acquaintance know why it would be important for them to know you, and more important, how you can help them solve their problem. For instance, instead of saying "I’m in sales," tell your prospect, "I develop marketing and sales strategies for business people to increase their sales, and make more money to enjoy the better things in life."
Use Both Sides of Your Business Card. Many times the business card is the only brochure you’ll have handy. Most people only utilize the front side of their card. To be an effective networker, put your picture on the front, and benefits of your service on the back. If your business is dynamic, or involves a high ticket item, invest in CD-ROM business card. When your prospect sees, hears, and feels you in action, they will get very excited and emotionally sold in having you and your business solve their problems.
Get Your Domain Name Before It’s Too Late. Marketing on the Internet is exploding. Every day, hundreds of thousands of people are reserving creative, innovative names for Internet exposure. Wouldn’t you be upset if somebody reserved your business name, and your first and last name? You need to act fast and reserve your domain name, even if your web site marketing is years away. In addition, also reserve every way you can misspell your domain name. If someone makes a mistake typing your web address, they’ll get your site anyway.
Ask the Right Questions to Find Your Prospect’s Specific Interest or Problem. When talking to a prospect, it is important to ask questions before you start a sales pitch. By asking questions, you can direct your presentation toward helping them solve their problem. Always talk in terms of what you can do for them.
Downplay Features. Features are facts and facts don’t sell. Inexperienced salespeople usually emphasize features in their presentation and never get their prospect emotionally involved. When speaking to clients, keep features of your product or service to a minimum. Instead, talk in terms of benefits to get people enrolled in using your product or service to solve their problem.
Benefits, Benefits, Benefits. A benefit is what the product or service can do for the client. Benefits can include making their life easier, saving them money, reducing their workload, or bringing them more business. Those who talk in terms of benefits make a lot more sales.
Sell the Sizzle. The Sizzle creates an emotional scenario of the prospect using and enjoying the benefit of your product or service. If they can visualize themselves after the sale, it’s just a matter of time before they buy.
Trial Close Often. The trial close simply asks the prospect for their opinion. This allows you to judge how hot, warm, or cold he or she is toward your sales presentation. By trial closing frequently you’ll flush out objections, and be able to detect a buying signal. Most salespeople miss the buying signal and talk too long. "What do you think of that?" "You’d like that, wouldn’t you?" "Do see the benefit of that?" These are all examples of a trial close.
Close When Your Prospect is Ready to Buy, Then Leave. A close asks your prospect for commitment to buy. The most effective close is called the Alternative Choice Close such as, "Would you like the green or the blue?" or, "How would you like to pay for this, with cash or charge?" Whichever choice the prospect chooses, it will result in a sale. At the end of the presentation, tell your new client that he or she has made a great decision. Pack up your things and leave. Remember to give extraordinary service after the sale. It’s a lot easier to keep a client happy, than to look for new one.