SALES PROSPECTING TECHNIQUES: UNDERSTANDING YOUR PROSPECTS FEARS, PAINS AND HOPES
Inject Emotional Power Into Your Sales Prospecting Techniques
While every product and service is different, all salespeople must begin with one general concept in mind when it comes to sales prospecting techniques.
They must learn how to position their product and service so that it grabs a prospect’s attention and gets them interested in hearing more about what you have to offer.
How do you do that?
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But to start – you must put yourself in the shoes of the prospect. Regardless of the product or service that you sell, it is vital that your prospects know that what you sell will provide them with a benefit. Your product will make their life better somehow, either by helping them:
1) avoid pain; or
2) gain pleasure.
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Before you can position your product in your 30-second commercial so that it provides a benefit in the mind of your prospect, you must understand your product or service.
And we don’t mean basic product knowledge.
Of course, you need to know what are known as the features of your product or service.
For example, can someone buy your product in various colors? Is it available with different options? These are all features.
You must think in terms of benefits.
Think in these terms – will your product or service help your prospect:
- make or save money
- save time
- improve their social status
- have a better romantic/sexual life
- improve their comfort
- or otherwise improve the quality of life.
Just remember, people don’t buy features – they buy benefits. They want to know WIIFM – What’s In It For Me.
This is especially important – and challenging – when it comes to corporate sales in which there are various decision-makers with different agendas.
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