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My secret to writing is not complex: I write like I talk.
Writing in “speak” makes several things easy:
1. As long as you can think, or have an idea, or want to expand a thought, you will never be at a loss for words. Think about it. When you’re on the phone you never say to a friend, “Hold on, I’m trying to think of something to say.” You just say it! When you write like you speak words just flow.
2. Reading what you write in “speak” is much more conversational. Writing in “speak” makes your words easy to read, easy to understand, and, in my case, easy to implement.
3. Editing the next day. Give yourself a fresh look at what you were thinking, and allow yourself to give clarity to your writing.
3.5 Reading aloud as you edit. This one secret will give you more writing power than you can imagine. It exposes every flaw and ensures flow of words and thought.
The key to mastering any kind of sales is switching statements about you, how great you are, and what you do, to statements about them, and how great they are, and how they will produce more and profit more from ownership of your product or service.
HERE’S THE SECRET: Take the word “we” and delete it. Delete it from your slides, your literature, and ESPECIALLY from your sales presentation. You can use “I” but you can’t use “we.”
HERE’S THE POWER: When you stop using “we,” you have to substitute it for the word “you” or “they” and say things in terms of the customer. How they win, how they benefit, how they produce, how they profit, how they will be served, and how they have piece of mind.
“We” is for selling. “You” is for buying.
MANDATE FOR UNDERSTANDING: Go through your entire presentation and record it. Listen to it actively — which means take notes. Count the amount of times you use the word “we.” Take out the “we,” and begin to make value statements instead of selling statements.
Here’s the reality in plain English:
1. The buyer, the prospect, and the customer expects you to have knowledge of their stuff, not just your stuff. To transfer that knowledge, the prospect needs to understand and agree with your ideas, feel your passion, feel your belief, and feel your sincerity beyond the hype of your sales pitch.
2. You have to know their industry, not just your product.
3. You have to know their business, not just your product.
4. You have to know what’s new and what’s next, not just your product.
5. You have to know the current trends, not just your product.
6. You have to know their marketing, not just your product.
7. You have to know their productivity, not just your product.
7.5 You have to know their profit, not just your product.
Here’s the mind-set needed for generating power statements:
Power statements have several purposes and can serve many needs in completing and solidifying the sale.
*Excerpted from Jeffrey Gitomer’s Sales Bible: The Ultimate Sales Resource
How are you taking advantage of your knowledge?
I have been a student of sales since November 11, 1971. I was listening (via the brand new voice technology called the “cassette tape”) to a guy named Jay Douglas Edwards, who uttered the sales tip, “If the customer says, ‘Do these come in green?’ you say, “Would you like them in green?” Cool.
That’s the day I realized that there was a science of selling. I wanted to learn more.
I will admit that most sales skills and sales tips taught in the 1970′s were somewhat manipulative. But at the time that’s all that existed. Over the last 40 or so years sales models have changed.
Probably the best example of change I can offer you comes from a column I wrote several years ago about the “Benjamin Franklin close.”
You can get that column in its entirety by going to http://www.gitomer.com/articles/ColumnSearchResults.html and entering the keyword: Franklin.
Basically what the column says is rather than use an old, time-worn manipulative sales close on the customer, try using it on yourself before you go into the sale as a means of preparation.
I have read all or portions of hundreds of sales books over the past 40 years, but most of what I have learned has come from the spark of an idea gleaned from a book, and then it was somewhat altered once I got out into the field and had to actually apply the strategy. Kind of like you.
All sales books offer some form of valuable information. All sales experts offer some form of valuable information. As a student, your job is to determine how that information fits into your skill set, your environment, your marketplace, and your customer interactions.
Learning sales skills is a matter of understanding, adoption, application, and a bit of tweaking. [READ MORE].
1. What’s my time limit?
2. Is this the most compelling message I can create?
3. What’s the point? What will compel me to act?
4. Am I clear, is my message clear?
5. Is my delivery the best it can be?
6. Would I buy?
7. What do I want the audience to do when I’m done?
8. What do I want them to say to me (about me) when it’s over?
The answers to these questions will tighten your talk, and make it great. Your objective is to deliver the message in such a way that the audience is compelled to act (buy).
Words of advice: Leave them wanting more.
For more sales training tips, click here to get my weekly sales Ezine – Sales Caffeine.
Today, people are more visual than ever. So, why are you still talking through some boring old sales pitch instead of showing the customer what it means to do business with you? There is a visual side of selling that you must learn and master in order to catapult your sales to the next level.
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