It pays to be specific. I believe that statement is true. If it is true, why do so many salespeople pepper their sales presentations with phrases of generalities? There are two primary reasons. One is habit and the other is instinct.
So many people in and out of sales speak in generalities. It's really hard to pin them down for the details. If speaking in generalities comes so naturally to so many people - it has to be instinctive. In sales it's tempting to impress new and prospective customers. One of the ways salespeople do this is with their product and service presentations.
These presentations often include references to the following:
=> How many products are in your product line?
=> How many years your company has been in business?
=> How many customers you have worked with.
=> How much of your business is repeat business?
=> How much of a discount you're planning to offer to get the business?
=> How much your product improves productivity?
=> How much your product reduces the cost of doing something?
When the time is right to begin talking about your products you'd be a fool not talk about these things. But for some inexplicable reason salespeople usually follow a similar path. Let's review this list and see how salespeople tend to use all of the above during a sales presentation.
=> We have over 20,000 products in our product line.
=> Our Company has been in business more than 30 years.
=> Our customer database includes more than 30,000 customers.
=> Last year more than 50% of our business came from existing customers.
=> Because of the quantity you're buying I'm delighted to offer you a 20% discount.
=> Our product will improve your department's productivity at least 20%.
=> Our product will reduce the operating costs for this project by more than 10%.
Do you notice what all these statements have in common? All of the numbers cited end in a zero. Zeros seldom add credibility. In fact, they detract from it. Salespeople tend to feel more secure when they're not pinned down by the specifics. Generalities make you feel good, but they don't make you sound good.
It takes a great deal of self-discipline and determination to speak with any degree of specificity. Here's an example that has repeated itself many times.Whenever I conduct an on-site sales training program (usually one-half day) I always provide the decision-maker, because he's usually the one who introduces me, with a prepared introduction. It's exactly what I want him to say and it also takes the pressure off him to improvise something at the last minute.
The last three lines of my introduction are:
-- He has worked with 458 different organizations.
-- Last year 68% of his business was repeat business.
-- Jim Meisenheimer, Inc. has achieved 16 consecutive years of increased sales and profitability.
All the introducer has to do is read the introduction.Here's how the last three lines are often delivered. He has worked with over 400 different organizations. Last year more than 60% of his business was repeat business.
Jim Meisenheimer, Inc. has increased sales every year he's been in business.
Ironically, even with a written script the generalities come bubbling to the surface. Let's try it one more time and see if you can sense the difference.
=> We have 21,973 products in our product line as of July 1st.
=> Our Company has been in business 33 years.
=> Our customer database includes 32,877 customers.
=> Last year 57.5% of our business came from existing customers.
=> Because of the quantity you're buying I'm delighted to offer you a savings of $785.34.
=> Our product improved ABC Customer's productivity by 23.6%.
=> Our product reduced the operating costs for XYZ by 12.7%.
Okay, let's wrap it up. Think about these five questions.
1. Do you want to get someone's attention?
2. Do you want to create the impression that you've done your homework?
3. Do you want to build credibility throughout your sales presentation?
4. Do you want to differentiate yourself from your competition?
5. Do you want to increase your sales?
You can do all of these things and more if you trade-in your generalities for more specifics. Specifics are more credible and believable than generalities.
Simply stated, you'll become more believable and credible as soon as you become more specific.
Jim Meisenheimer is the creator of No-Brainer Sales Training. His sales techniques and selling skills focus on practical ideas that get immediate results. You can discover all his secrets by contacting him at (800) 266-1268 or by visiting his website: http://www.meisenheimer.com
Selling online can be very difficult, more difficult than in... Read More
Developing an abundant supply of targeted referrals is the number... Read More
When selling a product to a consumer, one of the... Read More
Training your salespeople to not waste time working unqualified accounts,... Read More
1. Be on time. In fact, arrive a few minutes... Read More
We've all had the unfortunate experience of being convinced by... Read More
1. Sign-up to win web site awards. When you win,... Read More
No matter what your age or stage in life, some... Read More
If your mind is set, you will be unable to... Read More
When Thomas Edison's light bulb finally burned for 45 straight... Read More
"Yeah right!" I thought to myself as I started to... Read More
The telephone is still the best and most effective way... Read More
1.- REMAIN VERY CLIENT FOCUSED! Not Company focused. Your clients... Read More
"I need more clients!" wails Steve, a 32 year old... Read More
To listen to your customer is important, and to hear... Read More
Ever thought to yourself, "If only my team members would... Read More
There is little doubt that eLearning has not achieved the... Read More
Prospects have many reasons (you might think excuses) for not... Read More
A few weeks ago I was onsite at a company... Read More
Assumptions can kill a sale. In my sales training workshops,... Read More
Through out our career and lives we regularly get an... Read More
Are you searching for new and innovative ways of sales... Read More
Suggestive selling is a powerful tool that can increase your... Read More
Cold calling may now be outdated. People have become defensive... Read More
Many home business owners lament they don't have enough cash... Read More
My wife and I watched the movie Ray a couple... Read More
In this article, I would like to talk about the... Read More
1. Combine a product and service together in a package... Read More
What's that you say? You can't sell?Oh, you must be... Read More
If you've been in the small business computer consulting industry... Read More
Prospect - "So now that I've told you what we... Read More
A lot of energy is expended within selling organizations as... Read More
The goal of all sales training is not just to... Read More
Pareto's Principle {the 80/20 rule) is vividly illustrated in the... Read More
1. Sign-up to win web site awards. When you win,... Read More
I just finished reading another sales copy ending with the... Read More
Do you want to sell more successfully using an honorable... Read More
When selling a product to a customer, it is very... Read More
To listen to your customer is important, and to hear... Read More
I'm constantly amazed how otherwise smart marketeers become deaf, dumb... Read More
Developing an abundant supply of targeted referrals is the number... Read More
In studies conducted by Motivational Systems of West Orange, New... Read More
Last Friday, I was spending one last day of freedom... Read More
Have you ever eaten a soft taco? The shell isn't... Read More
Have you ever started something and not completed it? Or... Read More
If your mind is set, you will be unable to... Read More
One of the best projects to undertake as an online... Read More
Step 1: Get Ready - Create a foundation you can... Read More
Customers will ask you a question and you'll proceed to... Read More
I bought a second pair of reading glasses from my... Read More
I recently found myself suffering from a lousy cold; all... Read More
Marketing and sales co-exist and work in tandem beautifully if... Read More
There are a number of sales closing strategies that you... Read More
My silent fish tank was no more. Enough water had... Read More
1. Sell an inexpensive product to sell an expensive product.... Read More
It's all about relationships!Here is how a popular TV show... Read More
Increase your sales-in five minutes. This article is the third... Read More
1.- REMAIN VERY CLIENT FOCUSED! Not Company focused. Your clients... Read More
Today's manager lives in a world where change has attained... Read More
I arrive with about 350 other guys. We smile at... Read More
Facilitating the buying process can be very straightforward and fairly... Read More
There is little doubt that eLearning has not achieved the... Read More
Many home business owners lament they don't have enough cash... Read More
The dreaded question: "What exactly does your company do?" It's... Read More
Ever thought to yourself, "If only my team members would... Read More
We are all in sales. We all selling in every... Read More
Sales Training |