How to Find the Compelling Reasons Behind Seth Godin's Intangibles
How to Find the Compelling Reasons Behind Seth Godin's Intangibles
It all begins with the environment your salespeople create with their prospects. I'm talking about the relationship your salespeople develop, their ability to show they care about their prospect and the role they play in their business, and their ability to create trust. It is only in this environment that your salespeople can ask dozens of good, tough, timely questions.
Those questions have to be better and tougher than anyone else's. Here's an example and you can apply this example to your business by substituting what your prospects usually decide to do for the one in this example, and then punch holes as I do below:
Your Salesperson: It sounds like you've determined that you need to advertise on the web rather than in print, but I'm curious - how did you reach that decision?
Prospect: Well, we just know that more people are on the web than reading print publications.
Your Salesperson: It's true - sometimes. Tell me, who do you need to reach?
Prospect: Our target audience is men 45-70.
Your Salesperson: Why are they your target?
Prospect: They always have been.
Your Salesperson: But aren't women more likely to buy it for their men than men are to buy it for themselves?
Prospect: Great question. I guess they are.
Your Salesperson: And what happens if you fail to target the right audience?
Prospect: We'll waste our ad money.
Your Salesperson: How much would you guess you wasted over the last five years?
Prospect: Most of it.
Your Salesperson: And how much is that?
Prospect: Several hundred thousand dollars.
Your Salesperson: Is that alot of money for you?
Prospect: Yes - it's huge.
Your Salesperson: Would you like to fix that problem?
Prospect: Yes, very much.
Your Salesperson: Would you like my help?
Prospect: Yes.
Your Salesperson: Are you willing to spend a little more with me to get the problem fixed, the right way, once and for all?
Prospect: Yes, certainly, if it solves the problem.
So rather than presenting how great your ability is to place web advertising, and rather than providing prices for web advertising, the salesperson asks questions to identify a problem (wrong demographic) the prospect wasn't aware of along with a compelling reason (wasting ad money) to do business with this salesperson alone (SOB Quality) - because of the questions that were asked. If the salesperson now recommends print advertising as a solution to the problem, it will be accepted as expert advice in the context of a problem to be solved.
How is this different from what your salespeople are doing?
How to Find the Compelling Reasons Behind Seth Godins Intangibles - To learn more about this author, visit Dave Kurlan's Website.
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Seth Godin's recent column on Intangibles was great. As a matter of fact, I haven't disagreed in more than two years with anything he has written about selling. Today he provided many examples - great examples - of how your intangibles create value. I'd like to explain how your salespeople can uncover these - and other - reasons why prospects would pay more to do business with you.
It all begins with the environment your salespeople create with their prospects. I'm talking about the relationship your salespeople develop, their ability to show they care about their prospect and the role they play in their business, and their ability to create trust. It is only in this environment that your salespeople can ask dozens of good, tough, timely questions.
Those questions have to be better and tougher than anyone else's. Here's an example and you can apply this example to your business by substituting what your prospects usually decide to do for the one in this example, and then punch holes as I do below:
Your Salesperson: It sounds like you've determined that you need to advertise on the web rather than in print, but I'm curious - how did you reach that decision?
Prospect: Well, we just know that more people are on the web than reading print publications.
Your Salesperson: It's true - sometimes. Tell me, who do you need to reach?
Prospect: Our target audience is men 45-70.
Your Salesperson: Why are they your target?
Prospect: They always have been.
Your Salesperson: But aren't women more likely to buy it for their men than men are to buy it for themselves?
Prospect: Great question. I guess they are.
Your Salesperson: And what happens if you fail to target the right audience?
Prospect: We'll waste our ad money.
Your Salesperson: How much would you guess you wasted over the last five years?
Prospect: Most of it.
Your Salesperson: And how much is that?
Prospect: Several hundred thousand dollars.
Your Salesperson: Is that alot of money for you?
Prospect: Yes - it's huge.
Your Salesperson: Would you like to fix that problem?
Prospect: Yes, very much.
Your Salesperson: Would you like my help?
Prospect: Yes.
Your Salesperson: Are you willing to spend a little more with me to get the problem fixed, the right way, once and for all?
Prospect: Yes, certainly, if it solves the problem.
So rather than presenting how great your ability is to place web advertising, and rather than providing prices for web advertising, the salesperson asks questions to identify a problem (wrong demographic) the prospect wasn't aware of along with a compelling reason (wasting ad money) to do business with this salesperson alone (SOB Quality) - because of the questions that were asked. If the salesperson now recommends print advertising as a solution to the problem, it will be accepted as expert advice in the context of a problem to be solved.
How is this different from what your salespeople are doing?
How to Find the Compelling Reasons Behind Seth Godins Intangibles - To learn more about this author, visit Dave Kurlan's Website.
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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