Some salespeople think that if they talk longer, they add more value or get their point across more effectively. Actually, any prospect or potential buyer you ask is eager for your pitch to be presented as efficiently and memorable as possible.
In this issue, Promotional Consultant Today shares these tips for creating a memorable sales message from professional speaker and sales coach Patricia Fripp.
1. Build Rapport: To build rapport with your prospect, you need to connect emotionally and intellectually. Think of it this way: Logic makes you think; emotion makes you act. You connect intellectually with your logical argument through specifics and statistics, perhaps with charts and diagrams. You connect emotionally through eye contact, stories, content that creates a visual in the buyer’s mind, and with you-focused rather than I-focused language. This is incredibly important if you want to sell your ideas, a product or a service.
2. Make Your Message Sound Valuable: How valuable does your message sound? Here’s another way to look at it. Rehearse your sales presentation, and time it. Or, if it is very important, consider transcribing it. Just for fun, consider the financial impact of your proposal or the investment of your prospect, and divide it by the length of your presentation. This gives you a dollar value for your words.
3. Remove Fluff And Fillers: Naturally you want to remove all the unnecessary stuff. For example, avoid clichés like “Each and every one of you in the room.” How often have you heard a salesperson say those nine unnecessary words? When your message is clear and concise, divide the number of words by the amount of time needed to deliver your presentation. You will notice how much more valuable each word has become. Make every word count.
4. Don’t Be Polite; Get To The Point: Fripp says you should have an emotional opening and make it you-focused. You may argue that those polite opening comments are necessary because the audience is still settling down and not focused on you. This may be true, but don’t let it be an excuse. Go to the front of the room, and wait until you have their attention, maintaining a strong, cheerful gaze and willing them to be silent. If needed, state the opening phrase of your comments, and then pause until all eyes are focused on you, awaiting the rest of the sentence.
5. Logic Sells, But Close On Emotion: Continue your presentation with logical incentives, but end with emotion. Remember that last words linger, and your goal is to be memorable.
Source: Patricia Fripp is a Hall of Fame keynote speaker, executive speech coach, sales presentation skills trainer and on-line training expert. She is also a subject matter expert for continuing education at XTRACredits.
