By Jerry W. Price
To understand what sales technique will work, it is important to know what incentivizes a prospect to act.
All sales rely on controlled communication. There are two types of sales presentations: “Selling the appointment” and “Selling the product.” Selling the appointment requires significantly more preparation than selling the product does. Although both presentations use the same incentives, the words are different.
Selling continually puts an individual in decision-making situations, i.e. what is your birthdate, driver license number, medical conditions, etc. Every decision moves a prospect in varying degrees outside of their comfort zone. In order to reduce decision-making fear, communicate using positive phrases.
Written and oral communication are influenced by the same factors. Decisions are risks that are scary. People remain connected if the communication is conducted in a positive format.
To increase the likelihood of the prospect responding to a marketing attempt, you must develop a rapport. Rapport is easily established by asking quality questions that are stated in a positive fashion. The questions asked must draw the answers from the creative side (right side/the decision making side) of the brain.
With rapport comes trust, although trust occurs only if the prospect sees or hears that the communication is focused and centered on them. During this rapport-building stage, a reputation starts to develop and becomes either good or bad.
Before a prospect will share anything - whether it is their time, money or information - they must receive something of value. The most valuable offering they could receive is a unique piece of knowledge. (This gift must stimulate the creative/right side of the brain.)
Remember: Communication must be positive, right brain, trust-building statements that encourage prospects to talk while you listen. The prospect needs to talk more than you do!
Note: A request to meet or buy is not a presentation; it is a performance. Becoming involved in a sales situation is emotional for all parties.
Every part of the sales process - whether it is a salutation, greeting, presentation or follow-up - influences a reputation. The reputation must be positive. If the prospect experiences a total client- centered focus, the reputation will be positive and the message that is shared with others will be based on this experience. Everything influences reputation.
A salesperson is a client problem solver. Apply the components given above and customize the communication. Will this be easy? No. Will this take time? Yes. When you remember every sales action is all about the client, you will not have to worry about your competitor; your rapport, trust and reputation will be built on a solid foundation.
Jerry W. Price, BS, MS, EDS, FIC, LUTCF, is the owner of Price Insurance Agency, Oak Creek, Wis. Jerry may be contacted at [email protected].
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