The other day a landscaper presented his design
services at my home. He was from somewhere out of the continent. I struggled to understand his salient
points. When it came to the price, it
was exactly what I wanted to pay.
However, I did not hire him.
Bottom line: I didn’t feel it would end well. His difficulty in explaining what the
finished project would be, left me puzzled. I simply couldn’t award him the
project on price alone.
I’ve intentionally exaggerated the story, using
someone with a language barrier, to articulate a potential pitfall when making
a presentation to a likely prospect.
Here’s the question: Are you both speaking the
same “language”?
How many
times have you attempted to share features and benefits of your product or
service, only to notice your prospect is not paying attention, or (even worse)
rolling their eyes? This classic tell-tale sign of boredom spells defeat before
you can finish.
Why might
this occur if your features are strong, and the benefits are proven?
Why would this prospect remain unconvinced?
Potentially,
multiple things might be happening.
It starts
with “How did you present yourself?”
Are you being perceived as an expert in your field,
or someone with “COMMISSION BREATH”? (Desperate to make a sale, to hit a budget or
please “the boss.”)
Did you
discover the TRUE purpose of WHY you are there in the first place?
Unless you correctly understand what this prospect
is seeking, you are throwing “stuff” against the wall, hoping something sticks.
This tactic isn’t reliable enough to ever incorporate into one’s
strategy.
Not stepping on a “verbal landmine” is another
essential.
Over time, I’ve learned several “cringe-worthy
phrases to definitely avoid! Here are a few:
See if they sound familiar?
(1) “Can
I be honest with you”-This always makes me wince. I begin to wonder if the
person has been lying about everything else.
Hit the “DELETE” button on this one.
(2) "I imagine you’re busy, so I will make
this quick.” – If you have something to offer that is going to be
beneficial, it shouldn’t be
rushed. Wouldn’t anyone make the time to
listen, if they think you can be of aid?
This goes back to being perceived as an authority.
(3) "Did I catch you at a good time?" –The
only way there will ever be a “good” and worthy time is when you share power and relevance to the
prospect’s world. Make sure you grab their attention immediately with a
polished statement showing your expertise.
You have less than 5 second to make this happen. Done correctly, the
timing will always be right.
(4) How about I just drop off some information."
–If the sales person were gainfully occupied, would one ever have time to drop
off materials and HOPE this prospect finds the literature worthy. What are the odds that the prospect will even
look at the materials?
If your
prospect is not interested in spending some quality time to learn about you,
your company and your products, move
to the next prospect !
Keep these steps in mind, come up with winning
phrases, and always be on the lookout for hidden opportunities! REMEMBER:”
Winners make it happen; Losers let it happen!”
