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Casual Articles - How Salespeople Can Create Immediate Believability And Credibility
Have you ever felt strange about marketing your services for fear of people thinking you weren’t successful enough or good enough at what you do? I was reading a transcript of marketer Dan Kennedy’s Coaching and Consulting Business Boot Camp this past week at the beach and I came across a section about the fine line between the need for marketing and not wanting to look like you NEED business.It struck a cord with me because I remember being stumped a few years ago, when a photographer I met at a networking function asked me, “So, if yo
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
Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation.There are other useful definitions in this field, for example, creativity can be defined as consisting of a number of ideas, a number of diverse ideas and a number of novel ideas.There are distinct processes that enhance problem identification and idea generation and, similarly, distinct processes that enhance idea selection, development and commercialisation. Whilst there is no sure fire
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 i
When I ask people what kind of time management system they use, and we talk about the effectiveness of it, I'm often amazed at what I see.Frankly, many people use the worst system they can for their needs but simply use it because it was available to them at a price they could afford, or they liked the color of the cover, or the software came with their computer, or they spent so much on their PDA that they feel like they should be using the time management system on it.I advise people to use a time management system that works for them. If yo
=> 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
The words you see onscreen trigger subconscious responses. Dark images penetrate your mind. Your heartbeat increases slightly. Your muscles tighten. Like a warrior advancing to combat, you prepare to engage with your market. Ready, aim, fire. You send an email! Everyday, military metaphors are projected across our computer screens. Guerrilla marketing. Market penetration. Global domination. Competitive intelligence and more. How do you approach your marketing, your business? At the end of the day, do you feel like you have been in battle? Suffering battle f
=> 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
A few days ago, I was signing copies of my book – Climb Your Stairway to Heaven: the 9 habits of maximum happiness – at the flea market. Nobody expects an author to sign books at a flea market. Some people sell a few worn-over books, but authors just don't do book signings at flea markets. Especially not books about finding happiness.I've never been afraid to be different, to take the road less traveled, to wander off the beaten path and run gleefully right over a cliff. Fortunately for me, the flea market is on low ground and I had the chance to
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
The magic word that every consumer loves to hear more than any other is, FREE! Sales promotions offering a free sample or product inducement are always exceedingly popular. Human nature being what it is, the opportunity to obtain something of perceived value for nothing is usually very desirable.Creative entrepreneurs can craft and develop a very effective, and free, promotional tool for their business or invention. The ability to utilize public relations is a key component of any successful enterprise. The potential to create and deliver your own me
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.
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