| 1. State a Benefit to Your Customer in Your Opening | | | | for them they will listen. It is all about what is |
| Statement | | | | important to your customer. Focus on memorizing a |
| If any of us had a dollar for every time some one | | | | benefit for every feature of your product over the |
| from a mortgage company called to try to get us to | | | | next few weeks. |
| refinance our mortgage we would have a lot of | | | | 3. Ask the Customer to Take Action in Your Close |
| money. Normally I just say that I am not interested | | | | If you have done a good job solving a problem for |
| and politely hang up the phone. Some time ago I had | | | | your customer, this will be easy. The reason closing is |
| some one call my house and say, "Mr. Price, I would | | | | so scary is because we walk in and say, "Doctor, you |
| like to take a couple of minutes of your time to ask | | | | should use my product because it is faster acting, |
| you a few brief questions about your mortgage to | | | | longer lasting and covered on most managed care |
| see if we can save you up to $500 a month." I | | | | plans." Then we ask the doctor to use it. Well, what |
| agreed to give him the time because he let me know | | | | if she is experiencing terrible side effects from the |
| that he might save me up to $500 a month. Who | | | | drug she is currently using and she just wants to see |
| wouldn't want that! The benefit of saving money | | | | if your drug has the same side effects. Your |
| compelled me to give him the time he asked for. | | | | statement didn't do anything to solve HER problem. |
| Never open a sales call without stating a customer | | | | Closing is simply asking the customer to implement |
| benefit. | | | | the solution by using your product. You could say, |
| 2. Always Present Benefits With Features | | | | "Doctor, based on the fact that Drug X doesn't have |
| One of the biggest mistakes I see sales | | | | the side effects of your current medication, would |
| representatives make is not mentioning a benefit | | | | your begin to use Drug X for patients with allergies?" |
| after every feature. In the pharmaceutical industry it | | | | Never be afraid to ask your customer to implement |
| is estimate that sales reps mention 7 features to | | | | the solution. It will tell you if they are sold on your |
| every 1 benefit. In focus groups, doctors tell us that | | | | product as the solution. If they refuse then ask them |
| they listen when sales reps say, "What this means to | | | | what additional information they need to be able to |
| you is..." or "The benefit to your patient is..." I have | | | | use your product. |
| actually seen this happen in role-plays. The doctor | | | | Over the next few weeks focus on adding these |
| would be looking down at his notes and the sales | | | | three strategies to every sales call. Before you go |
| representative would say, "Doctor the benefit to you | | | | into your sales call, rehearse the call to ensure all of |
| is..." and the doctor would look up. I have seen this so | | | | these elements are present. After the call ask |
| many times it is funny to me now. This is true for | | | | yourself if you executed these elements during the |
| two reasons, first the customer is shocked that a | | | | call. If you are successful implementing these |
| sales rep stated a benefit and secondly benefits | | | | strategies you will be successful in gaining more |
| solve problems. When you directly say that the | | | | business from your customer. |
| benefit to the customer is that it will solve a problem | | | | |