Sales Collaterals That Make a Difference: The 30-Second Commercial

Through our ongoing research at the Sales Career Training Institute, we have found that the majority of salespeople spend too little time in researching, crafting, practicing, using and rewriting sales collaterals like sales letters, sales scripts and 30-second introductory commercials.

Before we dive into how to write your 30-second commercial, we need to ask you if you even have a 30-second commercial or are you winging it. For more on this and techniques for sales collaterals, see the 30-Second Commercial Overview section.

Assuming that you are now convinced of the power of the 30-second commercial, let’s talk about what to say and what not to say.

This online education module sponsored by the Sales Career Training Institute covers the basics of a wide variety of sales strategies, tactics and techniques.

To find out now about more advanced sales strategies for sales collaterals, check out the newly revised version of the book, FEAR Selling: How You Can Sell More and Sell Faster By Tapping Into Your Prospects’ Deep-Seated Emotional Needs.

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Your 30-Second Commercial – You’re Probably Saying The Wrong Thing

Of the low percentage of salespeople who actually write out their 30-second commercial as a sales script, over 70% are saying the wrong things from the very beginning of the sales process.

When you are in a networking situation or making a cold call, you are looking for prospects and/or people who can refer you to prospects. Your commercial might be the only opportunity you have to grab your prospect’s attention and create interest in your product or service.

Your goal is to qualify – or disqualify – your prospect as quickly as possible. (For more on the importance of disqualifying prospects, check out the Special Report, FEARLESS In Qualifying Prospects and Handling Objections: How To Leverage the Incredible Power of Questions That Will Save You Time, Energy and Money While Prospecting and In Overcoming Objections for 71 powerful questioning strategies, tactics and techniques that are guaranteed to improve your sales results.)

How effective is your current commercial? – again, assuming that you have one, which is a big assumption based on our research.

When you are greeting a prospect, and they ask: “So what do you do?”

What do you say?

Well, first of all, the golden rule in introductions is the same as in negotiations: Let the other guy go first.

You want your prospect to go first so that you can find out information about them that you can then use when giving them your 30-second commercial as well as provide good research for other future sales collaterals. For more on this tactic, see the section Ask Before You Tell.

But let’s get back to what you say when you have to say something.

Whatever you do, you don’t want to say, “I work for ABC Company” or “I’m a marketing consultant” and leave it at that.

You want to say something more along the lines of: “I’m a marketing consultant, and I work with companies that are struggling to increase revenues by tapping into innovative new online marketing tactics.”

This is just to give you a sense of what to say. You want to give yourself a quick label – in this case, “marketing consultant” – and then you want to talk about the problems that you solve using emotional verbs – like “struggling”.

This is merely an introduction to the 30-second commercial creation process. For more details, check out the section Components of the 30-Second Commercial as well as the cold-calling strategies from the FEAR Selling System.