Persuasion Power

 

Persuasion Power

 

Statistical research has proven that salespeople have a higher probability of closing business if they:

 

1.     State an overt benefit, specifically and obviously.

This benefit should answer the question; What’s in it for me?  If for no other reason than to know that the competition is fierce for business. Then you must have a differentiating factor to articulate.

When I was in the safety equipment business (A commodity world) the differentiating factor was inventory availability, aid by a computer managed software system. The challenge is for you to brainstorm verifiable differences that separate you from your competitors.

 

2.     Provide a reason to believe that you will deliver on your promises.

Do your research and be able to verify product capabilities, adherence to engineering standards, and provide third party reference, conduct live demonstrations and conduct facility visits. Do not forget to have a quality website, excellent quote packages, technical papers by outside experts, and monitor the trust factor established by the outside sales team.

 

3.     A dramatic difference. How revolutionary and new to the world is your reason to believe?

This may be a point of contention between management and engineering compared to the sales and marketing team. The sales team will frequently be open to full performance revelation in contrast to senior management, engineering, and the legal staff. The management team may be very sensitive to what they have to lose by setting a poor precedent. Whereas sales and marketing tend to see more opportunities in correlation with more openness.

It is important to walk a mile in the shoes of your prospect. Is the information presented going to make a significant difference in performance and cost. What period of time must elapse before a pay back is recognized. What aspects of performance, productivity, and cost reduction can be presented that may not be obvious to the prospect?

These items may separate you as a subject matter expert and seal the agreement. Do not hesitate to write and verbalize your features, advantages and benefits. Continue to repeat them to drive home your differentiating message and for the sake of clarity and closing the business.

 

Gary D. Seale – MBA

Principal – The Trucon Consulting Group, LLC

September 3, 2022