Tweet

Are You Believable? Most Salespeople Aren't

Written by: Art Sobczak

Article Overview: You’ll close more sales when viewed as a credible supplier of products or services by your prospect. Achieve this credibility by supporting your claims with specific results advises internationally-known speaker and trainer Art Sobczak, President of Business By Phone and author of numerous publications on the subject of getting more business by phone, including the monthly telesales newsletter Telephone Prospecting and Selling Report.

Are You Believable? Most Salespeople Aren't

Ask just about anyone, and the “believability score” for salespeople as a group-unfortunately-would rank right down there with most types of advertising, the contractor who says he'll get back to you with a bid, and most politicians.


We're a nation of skeptics. Which is contradictory to the way we try to raise kids. We teach them to not lie, yet they learn that many messages they're exposed to can't really be trusted.


I constantly hear phrases and claims from salespeople that cause the Bart Simpson-like response, “Yeah, right,” or are just plain meaningless to the listener. Not only do these eat away valuable time on a call, they also chip at a salesperson's credibility.


What to Do


Purge puffed-up phrases from your sales vocabulary, and replace them with specific action-oriented, results-type statements.


For example, instead of “We're committed to excellence,” explain the excellence:
“We check every order three times to minimize errors.”


Instead of, “We're service oriented,” describe how:
“When you call with a question or problem, you dial the direct line of your own customer service rep who knows your account. You won't be bounced around between departments or have to deal with voice mail systems.


Here's one of my favorites. “We're the most respected name in the _____ business.” What a pompous, self-serving, vain, and probably delusional, claim that is! Reminds me of the old Stuart Smalley routine from Saturday Night Live: “And doggone it, people like me!” When I hear the “most respected” claim, I laugh inside and think, “By whom, yourself?” If you want to establish your credibility among your peers or in the marketplace, be able to back it up.


For example, “We were voted the number one provider of widget cleaning services, according to Widget Weekly Magazine.”


And how many minutes have gone by since hearing “cost-effective”? Can anyone, anywhere give me a situation where a listener heard that term and said, “Oh, you're cost-effective? Wow! That's what we're looking for, since the vendor we're using now is cost-useless. Sign me up!”


Again, give examples. I guess “cost-effective” means that buyers get a return for their money. So describe the return in a way they can understand it, instantly: “With this new process, you'll immediately eliminate the extra hours it's now taking you to perform the sorting task by hand. Based on what you told me, that will come to over $200 per month. You'll get your initial cost back in just six months.”


The theory I'm hammering home here is nothing more than substantiating your statements. Tell them what you'll do, then give facts to support the claim. And the more customized you tailor the statement to the prospect or customer, the more successful you'll be.

Related Articles
  If you could offer me one great piece of sales advice what would that be?
  Are you believable?
  Can you use webmail for email marketing?
  How Many Salespeople Shouldn't Be in Sales
  The CEO Who Needed to Hire Salespeople

Article Tags:



Related Forum Posts
Re: Did you buy into the iPhone 3G craze? - Kevin, Arent you the EBay guy?? oh well, we all make mistakes....like me buying new tires at Active Green & Ross after I blew out a tire on the 401. I let the guy scare me into the sale and then when I took my care into my mechanic he told me I got hosed....and to never let anyone scare you into buying stuff again.... anyway, I'm glad you got the new battery in any case. I think we will soon be able to go completely without contracts so we arent held hostage... J
Kevin, are u an ebay expert? - [quote="TheRainmaker":3j4dw900]Kevin, Arent you the EBay guy?? oh well, we all make mistakes....like me buying new tires at Active Green & Ross after I blew out a tire on the 401. I let the guy scare me into the sale and then when I took my care into my mechanic he told me I got hosed....and to never let anyone scare you into buying stuff again.... anyway, I'm glad you got the new battery in any case. I think we will soon be able to go completely without contracts so we arent held hostage... J[/quote:3j4dw900] Are you an Ebay expert? If yes do you have any report on your expertise?


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

The Biggest Domain Name Myth

How to Write Your Articles for Better SEO

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.