The Ultimate Sales Machine - Chet Holmes [93]
Five trends in our industry
How our product helps you
What you need to know about our product
There is no sizzle here. You’re also telling them that there’s going to be a sales pitch at the end. So let’s try this:
AREAS COVERED
State of the industry, how times have changed
Five trends that could put you out of business or send you to the stars
Some solutions every one should know to succeed
How you can be ahead of the pack in every way
The next part of your presentation should cover industry data—Wows that establish interest right away.
Then you can go into issues or problems that your clients are going to have. I know other trainers say: “Don’t call them problems. Call them challenges.” Yes, that’s fine when you’re referring to your “challenges” internally. But when you’re presenting to clients, you can tell them that they have problems. It sounds worse and puts them in the mind-set to be open to solutions.
If you’ve done a great job, it will be extremely clear that your products or ser vices will solve some of those problems. In the case of the client selling art to hospitals, obviously, his art isn’t going to solve all the problems they present, but presenting a lot of problems motivates people to action. Often, some of that action will come your way—making executives want to take some action at the end of the bad news you showed them.
Finally, you should never just blatantly pitch your product. You should only use your product or ser vice as an example. You can even have a section that says, “What to look for if you need to buy artwork.” And there you can lay out the “buying criteria” that will help them make a wise decision in their purchasing. If you do a great job and they agree with the criteria, you are now well on your way to their wanting your product over any other. This is a science of intelligent thinking that can reward you with much higher closing rates and a vastly improved method of getting in to see prospects.
Conclusion
You will get in to see far more prospects if you offer education than you will if you just try to sell your product. Often, a great education can make people realize they need your product. When you offer just to sell them the product, they might not feel they need it, so you’re not going to get in the door.
One last thing: Even though we have talked about all the things your “presentation” should do, never call it that to a prospect. A “presentation” sounds like a sales pitch. We call ours an “orientation.” An even better term for some people is “an executive briefing.”
The Nitty-Gritty of
Getting the Best Buyers
Step-by-Step, Day-by-Day Tactics to
Land Your Dream Clients
As you learned in Chapter Six, the Dream 100 effort is your plan of attack to penetrate your best buyers. This is the fastest way to becoming the Ultimate Sales Machine because these dream clients are the people or businesses that will buy your product or ser vice faster, in greater quantities, and more frequently than any other buyers. Landing just a handful of these dream clients can have a seismic impact on your bottom line. The reason the nitty-gritty of getting those best buyers comes at this point in the process is because the preceding chapters provided more depth and layers about marketing and presenting to set you up for the nitty-gritty and being as effective as possible in getting your dream clients. But the chapter that follows this one also contributes significantly as it spells out specific sales skills you’re going to need to turn your dream prospects into clients.
When you’ve identified someone who is a dream prospect or you find a dream neighborhood of your best buyers, you need an organized, consistent, and relentless program to win them over as clients for life—no matter how many times they tell you they’re not interested. And that’s the key: you are actually expecting and planning for these dream prospects to say no several times, and these rejections will not cause you to give up. What’s the first marketing piece you send