Why do some salespeople make it look so easy? Most likely their secret is that
they have developed an effective sales message. Before starting to make
customer sales calls you need to develop a strong sales message that clearly
conveys to the customer what products and services you and your company are
selling.When you get the opportunity to present your message to the
decision maker in your customer company, you really have a very short time to
win him over. Win his attention in the first five minutes and you will have as
long as you need to make the sale. Lose him in that same five minutes and no
matter how long you succeed in sitting in his office, you will never get the
order.
So what is the message? Make sure you define yourself and your products
from the customer's point of view. Customers don't buy things, they buy
results. You need to answer the following questions:
- What will my product or service do for those who buy it?
- What specific need will it fill?
- What service does it render?
- How will it make the customer's life easier?
As you answer these questions you define what your core selling message is.
Get it down to just a few sentences. Be as succinct as possible. Practice it
until you can deliver it flawlessly. In order to develop a great sales message
you have to understand what you are truly selling. Remember your product or
service is just a means to an end in the eyes of the customer. You have to
address the customers "end" in order to get the order.
If you develop your message to answer these questions in the first five
minutes of your presentation, you will create the first impression that you
and your product are worth your customers attention, and your meeting will be
a much more productive conversation.
