"How will this solve my problem?"
Most people move right into "pitch & close mode. The thinking is, "Oh my gosh, I gotta spit out what I know fast … maybe I'll hit on something they like."
Let's see how that works for Bob the network marketer.
Bob is referred to Janice. Bob knows he doesn't have enough time to build a relationship with Janice so he immediately starts telling her all about his company CEO, the comp plan, & all the amazing products.
In very short order Janice gets that "deer in the head lights look" & seizes the first escape route that presents itself.
The result is …
• Janice is gone, probably for good.
• Bob is left wondering what went wrong.
• Janice has lots of friends, so now Bob's reputation begins a fiery toboggan ride to destruction.
Here's how Bob could have converted Janice from a prospect to a team member …
1. Talk about how his opportunity could give Janice extra income to pay her bills.
2. Tell her how it could help her get that new car she needs.
3. Show her how it can help her get her kids out of daycare so she can watch them grow up.
Everyone knows relationship building breeds trust, & people who trust us will buy. The whole point though is it helps us get to know what problems our prospects want to solve.
Without this information it's all a crap shoot.
When it comes to an opportunity, whether from a leads list or a referral, the last thing on a prospect's mind is the CEO, product features, & the comp plan. The one thing they want to know is, "Will it solve my problem?"
The best business presentation to make when time is short is the one that recognizes the value of our prospect. If we keep in mind that prospects buy things that solve their problems, then we won't experience the frustrations Bob did.
I appreciate you,
Bill Tessore
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2 comments:
My dad is the consumate salesman, and he always says, "it's not about how great your product is - it's about making that person realize why they need it."
Hi Wendy,
Thanks for your comment. I imagine your dad is quite successful in sales.
I also imagine he has learned the best way to "make them realize they need it" is to:
1. Find those salavating for it.
2. Learn what each prospect wants.
3. Highlight the features that pertain to what each prospect wants.
This is called "target marketing" & it works in any form of business.
I appreciate you,
Bill Tessore
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