Don't rely on just your goods

It can be hard - you (and your prospect) know that your company has the best product or service but your prospect still isn't sold. It takes more than just that to get the sale. Dianna Booher of Booher Consultants recently wrote about communication and how to click with clients and potential customers.

Consider these eight tips when communicating with someone and try not to rely solely on how good you may think your company is.

Consider Your Demeanor— Boring is not the same as Sincere
Create flair and drama as you present a new idea, product or service. If you don’t feel passionate about your proposal, neither will your buyers.

Distinguish Between Agreeing And Understanding
Agreeing and understanding have similar symptoms—smiling, nodding head etc. Make sure your buyer knows that you’re communicating that you understand as opposed to agreeing.

Use A Positioning Structure Rather Than A Pitch
Canned and formula presentations primarily make a product pitch. A positioning presentation, on the other hand, focuses on how your organization and your product or service differs from the competition—how it uniquely meets the buyer’s needs or situation.

Never Just Walk Through Your Proposal—Give a Guided Tour
If you walk through your proposal, your buyers will beat you to the end every time. In fact, your proposal will compete with you for attention. Instead, carefully select which parts of your proposal to present orally. Then refer buyers to a specific page only after you make your key point about that page.

Ask What Your Buyer Knows Rather Than Tell What You Know
The question, “What do you know about my organization?” allows buyers to give their perceptions. You then can fill in the gaps, clarifying and correcting, if necessary.

Tell Failure Stories
There is power in telling case histories about clients who didn’t have stellar success with your product or service—if the reason for their lack of success was due to their own decision making, not your product or service. Telling about failures of other product users adds credibility to your success stories. One caution: Keep it generic. Don’t use names with failure stories.

Make Statistics And Facts Experiential
People digest numbers with great difficulty. Be sure to do all you can to help your buyers understand the numbers.

Prefer Understatement To Overstatement
It’s always more effective to let your prospect “add to” what you’ve promised rather than “discount it” because it seems too good to be believable. Present the range of results you have achieved and can document. Generally, it is better to promise only the minimum gains. Otherwise, you set up your client to be disappointed. If the minimum gains are worthwhile to them, maximum gains will be the extra that makes them long-term fans.

So to avoid that same blank look of disengagement in a buyer’s eye, keep these communication keys in mind.

Author of more than 40 books, Dianna Booher is CEO of Booher Consultants, a communications training firm. The article above was written for Promotional Consultants Magazine and the full version of the article can be found here.

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