What Do You Think You're Selling? Develop Your Compelling Reasons

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What Do You Think You're Selling? Develop Your Compelling Reasons

Do you know exactly what to say to a prospect that captures their attention so succinctly and effectively that they are actually asking for more? If you are being honest with yourself, it is probably the same answer I hear from most people regardless of age, industry or experience and that is, “No.”

If that is the case, then how can you expect to uncover more prospects let alone convert these prospects into customers? How can you cold call or prospect effortlessly? How can you deliver a stimulating, thought provoking and valuable presentation?

If you are attempting to prospect without sharing the right reasons as to why a prospect needs to listen to you, then it's no wonder why you are finding prospecting to be such a challenging and frustrating experience.

What are the “right reasons?” Probably the reasons that are several layers deeper than the reasons you are currently using. That's what makes this process so challenging. Once salespeople feel they have a “good enough” reason, they stop. It's like quitting the race 20 steps before the finish line. With today's competitive climate, “good enough” is what will keep you one step behind or head to head with your competition, rather than using this as an opportunity to develop a clear competitive edge.

If you find that you are not even getting past the first 30 seconds of an initial prospecting conversation before the prospect cuts you off and says, “Not interested,” then it's safe to say that the reasons you are currently using can withstand an upgrade. Use the following techniques outlined here to do so.

Develop the Hot Button That Stimulates Interest

One of the first questions you may ask before you embark on your cold calling initiative is, "How can I get a prospect interested enough to want to listen to me, let alone do business with me?"

The answer is simple; give them a compelling reason to listen to you. The word compelling is synonymous with "convincing, persuasive, undeniable, and gripping." When cold calling or networking, are you providing your prospects with enough of a compelling reason during the first minute of your conversation to want to speak with you and learn more about your product or service?

The intention of a compelling reason is to stimulate interest and open up a conversation. Therefore, you certainly don't want to sound like all the other salespeople who are calling on the same prospects and saying the exact same thing.

Compelling reasons are the secret ingredient that many salespeople know about but don't take the time to refine and develop. If your reasons are not powerful enough to move someone from a state of inertia to interest or action, here's your opportunity to give them an overhaul.

What Do You Think You're Selling?

What is it that you are actually selling? Some professionals believe that their title alone conveys an accurate portrayal of the product or service they offer.

Other professionals feel that merely stating the type of product or service they provide is actually what they are selling. If you're selling IT solutions, insurance, advertising, marketing services, financial or legal services, staffing, consumer goods (clothes, jewelry, make up, etc.), commercial real estate, or widgets, consider that your prospect isn't interested in the actual product, but what it will ultimately do for them.

If you think that simply telling a prospect what it is you sell is enough to stimulate interest, think again. Your product or service isn't what you are selling or what the prospect is buying. A prospect buys what your product or service will ultimately do for them.

Crafting Your Compelling Reasons

If you are trying to grab a prospect's attention, your compelling reasons will not include:
1. Your product or service
2. Features of your product or service.
3. Strategies on how to achieve the desired end result. (The “how.”)
4. Unsubstantiated or lofty claims and guarantees.

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