Ladies and Gentlemen, Step Right Up for the Greatest Show on Earth
OK, maybe that is a bit overstated, but just a little bit. If you are not convinced that your offering is worth ten times what you are asking for it, then keep searching for an offering about which you feel stronger. It is time to unleash, in powerful language, why you believe this is true.
This is Not a Time to Undersell and Over Deliver
While there is going to be a time to clarify any challenges that may show up around the implementation of your product/service, this is not it. Our objective at this stage of the sales process is to capture our prospects’ interest, so that they are excited about giving us their full attention. We want them leaning into what we are saying, waiting for our next words, completely rapt and fixated by the unfolding of our presentation.
The best way to capture our prospects’ interest is to use bold, powerful, sweeping units of interest that convey tremendous benefit in an area of their lives they want to improve — because when anyone hears a statement made with conviction about a way to enhance their lives, they want it to be true.
What this means to us is by using units of interest, we create prospects who are seeking out information with positive expectation. What this really means is that we now have a tremendously receptive audience. I say this because when we connect with others around a topic of their interest, they partner with us in the discovery of their solution. In your opinion, does it make sense to master the art of building units of conviction?
Layer It On
Building “Units of Interest” is done methodically, one brick at a time. This is not a time in the sales process to speed ahead. Patience, timing and delivery will serve us well here.
1. Begin with a big bold statement. It is not necessary to build an infallible legal case here at the interest level. We will have the entire sales presentation to clarify and identify any grey areas or to highlight any concerns.
2. Use the “Because” clause. Research shows that whatever we say after we use the word because, has exceedingly high level of receptivity, even when the statement is absurd.
3. Tell me why I should care. Too often, we as sales people present what we know to be wonderful benefits to their prospects, but fail to bring the prospect along for the ride. We must not only bridge from fact to benefit — we must continue the journey to connect with their motivation. What about this will inspire their interest?
4. Why else should I care? Spell it out for them. How will this impact ME?
5. Support our claims with some evidence. The reason I say this is, it is not imperative that we create and deliver a water-tight defense of our position at this time. We simply must be reasonable in our logic so our prospects will be willing to follow.
6. Get permission to probe. Our intention at this stage in the sale is simply to be invited into the inquiry with the prospect about what challenges and opportunities might be available to solve for. Done correctly, we enter this phase on the same page as partners in discovery.
Shawn Stewart is the Operations Manager at Gainesville Health and Fitness Center. Contact him at shawns@ghfc.com
