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The 10 Second Sale

Written by: Tony Cole

Article Overview: When you are attempting to convince a new prospect to meet with you, you have about 10 seconds to make a first impression. In that first few seconds, you must break through the noise of all the other salespeople who have called on your prospect and you must make an impression that is irresistible.

The 10 Second Sale

Selling more can happen in just 10 seconds. When you are attempting to convince a new prospect to meet with you, you have about 10 seconds to makea first impression. In that first few seconds, you must break through the noise of all the other salespeople who have called on your prospect and you must make an impression that is irresistible. The purpose of your opening statement is to get the listener to want to listen to the rest of your story. So doesn't it make sense to plan out that first 10 seconds so that you know what you will say and how you will say it? Ultimately, those first 10 seconds will either make a lasting impression or it will make no impression at all.

This irresistible approach is based on your "Unique Selling Approach" (USA). A USA describes the benefits derived from using your product or service. The best method for creating your USA is by gathering input from your current 'A' clients. Call your clients and thank them for their business while you gather this information. Here is an exercise to help you develop your USA:

Call your top five clients and ask them...

• Why they hired you,
• Why they need the product or service you provide,
• What was it about your specific product or service that caused them to buy (the benefits),
• What problems existed that gave you an opportunity to earn their business, and
• What benefits do they receive by working with you specifically

Now having gained this information, it's time to do some work on developing your USA. This includes capturing what your company does, why they need your solutions, the benefits to working with your company and most importantly, the benefits to working with you.

So here's an exercise to help you create your USA:

What is my product or service?

Ex: A solution for cash flow problems.

Yours: ____________________________________________________________________

Why is my product or service needed?

Ex: Most executives don't have the time or expertise to find underutilized assets.

Yours: ____________________________________________________________________

What is the benefit?

Ex: Presidents can spend their time managing and growing their company instead of trying to figure out how to manage their money.

Yours: ____________________________________________________________________

What is the benefit to working with me?

Ex: I have expertise in this area and have helped many companies just like yours maximize their cash flow for better efficiency and profitability.

Yours: ____________________________________________________________________

Now that you have created your USA, you can craft your 10 Second Sale. Take what you have just completed as your USA and create an opening statement that you can say in about ten seconds that will compel your prospect to say "How do you do that?" or "Tell me more."

Here's an example:

"Many of my clients have concerns about their finances and want to make sure that they have a solid plan in case of an emergency. We have worked together to create solutions that allow them to sleep better at night knowing that their future is secure. What keeps you awake at night?"

Yours: ________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Now the real work begins. You must pick up the phone or go to that next event and prospect with your USA and 10 Second Sale. Before you make that first call, suppose for a moment that you are on the other end of the phone and you are the CEO or President who is receiving your call. Listen to what you are getting ready to say. How does it sound to you as someone who is receiving this call? Do you sound like every other salesperson? Are other people who sell in your geographic location saying the same things that you are? If so, it's time to go back to the drawing board, get creative and expand your thinking. Test a few variations out, make note of the reactions you get and fine tune your USA.

Remember, those first 10 seconds will either make a lasting impression or none at all.

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Article Tags: first impression, new prospect, salespeople



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