prospecting a little differently: “The next time you make an appointment, call up
and ask to speak to the person in charge of administration. When you get
through to him or her, say these words: ‘Hello, my name is Betty Dean, and I’m
with ABC Company. We’ve developed a process that can save you 20 to 30
percent of your office administration costs. It would
take me about ten minutes
to show you how it works, and you could decide for yourself if it is the sort of
thing you are looking for.’”
She told me later that this simple change in her approach enabled her to get all
the appointments that she needed. Her sales doubled and tripled. She was soon
making more money than she had ever earned before.
Talk About What They Want
The
reason for this result, which thousands of salespeople enjoy once they
understand this principle, is simple. People are not interested in office
automation products,
computers, servers, wireless communications, cell phones,
or anything else. Businesspeople are interested in making or saving money or
time. They are interested in getting better results and increasing profit.
There are only two ways that a business can increase its profits. It can increase
its
sales and revenues, holding costs constant, or it can decrease its costs, holding
revenues constant. Whatever you are selling, you
must describe it in terms of
how it either increases revenues or cuts costs, or both.
If you are talking to someone who is in charge of administration, he is
interested in
cutting costs. If you are talking to someone in marketing or sales,
she is interested in
increasing sales and the resulting income.
If you speak to the
person who owns the company, he wants to improve the
bottom line. You must
always talk about your product or service in terms of what the customer wants,
not in terms of what you are selling.
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