Selling starts with an assertion that attracts, distracts…or attacks!
Selling starts with an assertion that attracts, distracts…or attacks!
When I was a sales manager I created a customer sales call strategy for the reps that started with ‘I have one main opportunity to discuss with you today, however I will deal with the bits and pieces first’. This strategy was important for three reasons: the first concerned the critical need to advise the customer that there was a solid and positive new purpose for making the call, beyond the ‘usual’ checking of stocks, etc. The second reason was to ‘position’ the usual checking of stocks as a necessary business activity, as a lead up to the major item of discussion…and the third reason was that this form of language makes it clear that the rep has an organised agenda, and is in control of key discussion points. I have interviewed many different types of customers over the years, in many industries, and one comment that most customers make is this: ‘I would love to know exactly what the rep expects to achieve when calling on our business…for both parties.’
I spent two days in the past week working with a very successful NZ Commercial Insurance company, that is very serious about upgrading its sales approach to customers and prospects. I spent nearly two days with key managers of this business, discussing the best possible approach to market…and we agreed that this sentence would open all conversations with clients: “Normally, on a call like this we look at the insurance you have and try to determine if you need changes, however on this occasion we are introducing a new service that aims to create a definite insurance objective for the business…based on current and immediate future needs. The reason for this new service is…” and then they will explain why the new service is necessary and launch into an interesting sales story. For their prospects, the opening sentence is this: “Normally, on a call like this you might expect to hear about our company and our products, however we assume you already have commercial insurance and a satisfactory supplier…and so instead I would like to talk to you about a serious insurance problem that should prove of great interest…” and then an interesting sales story unfolds. In both cases the ‘opening’ involves an interesting approach and then offers valuable information, as part of a professional service…which aims to create a much better result for the client or prospect. I strongly believe in starting well, because a poor start means you’re finished!
Selling starts with an assertion that attracts distractsor attacks - To learn more about this author, visit John Lees's Website.
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In a court of law the prosecution and defence teams begin with an ‘assertion’ of innocence or guilt…and then they each have to provide evidence to prove and win their case. The same process is supposed to happen in all forms of selling, whether you are aiming to further develop business with a customer or if you are working hard to convert a prospect into a client. The assertion in selling involves an opening statement that sends a clear signal to the person you are selling to…that he should listen to more. When you receive tele-marketing calls, see junk mail or spam messages, you are quite capable of making an almost instant decision as to the value of this communication to you…and it is obvious how you feel about most of the stuff you receive in these areas. The same thing can be said of customers and prospects when they encounter sales people; they instantly sense a call that is positive, irritating…or negative!
When I was a sales manager I created a customer sales call strategy for the reps that started with ‘I have one main opportunity to discuss with you today, however I will deal with the bits and pieces first’. This strategy was important for three reasons: the first concerned the critical need to advise the customer that there was a solid and positive new purpose for making the call, beyond the ‘usual’ checking of stocks, etc. The second reason was to ‘position’ the usual checking of stocks as a necessary business activity, as a lead up to the major item of discussion…and the third reason was that this form of language makes it clear that the rep has an organised agenda, and is in control of key discussion points. I have interviewed many different types of customers over the years, in many industries, and one comment that most customers make is this: ‘I would love to know exactly what the rep expects to achieve when calling on our business…for both parties.’
I spent two days in the past week working with a very successful NZ Commercial Insurance company, that is very serious about upgrading its sales approach to customers and prospects. I spent nearly two days with key managers of this business, discussing the best possible approach to market…and we agreed that this sentence would open all conversations with clients: “Normally, on a call like this we look at the insurance you have and try to determine if you need changes, however on this occasion we are introducing a new service that aims to create a definite insurance objective for the business…based on current and immediate future needs. The reason for this new service is…” and then they will explain why the new service is necessary and launch into an interesting sales story. For their prospects, the opening sentence is this: “Normally, on a call like this you might expect to hear about our company and our products, however we assume you already have commercial insurance and a satisfactory supplier…and so instead I would like to talk to you about a serious insurance problem that should prove of great interest…” and then an interesting sales story unfolds. In both cases the ‘opening’ involves an interesting approach and then offers valuable information, as part of a professional service…which aims to create a much better result for the client or prospect. I strongly believe in starting well, because a poor start means you’re finished!
Selling starts with an assertion that attracts distractsor attacks - To learn more about this author, visit John Lees's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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