Ruin Not Thy Word-of-Mouth Quest

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Robert D Clarke, . "The greatest power is often simple patience." - E. Joseph Cossman Highlights Opening a sale is more difficult than closing it Most valuable word in your presentation: Consider Introduction One of my mentors is James English. He consults to sales organizations, large and small. He has been self-employed for more than 40 years. Invariably, he is contracted to help staff close sales. Jim believes people have more trouble opening the sales process than closing it. I agree. Most Valuable Word in Your Presentation Sales trainers teach you to present to people who have needs you can fill, and who have money to pay for your service. Jim determines (in seconds) whether a prospect is interested in his services. His opening statement is, 'May I request an opinion and direction from you?' The answer is usually affirmative. He continues with a statement tailored specifically to his listener, then uses the single most valuable word in an opening presentation. Let me demonstrate, using Network Marketing as an example. 'It seems every successful person in Network Marketing tells me their team members are reluctant to present the business opportunity to potential recruits.' Let your listener think about your statement. Generally, they’ll give you their opinion about its validity. When they’ve responded, (usually with a nod or a statement), continue. 'If I could show you a way to overcome your team’s reluctance to make presentations, might you consider doing business with me?' Pause before consider. Emphasize the word. Pause after consider. There is no other word which so quickly qualifies your listener. And Their Answer Is... Yes, I’d consider it. They’re not immediately committing to buy your service, yet given you permission to continue. Although they may not say it, their mind is thinking, 'Tell me more. If I like what I hear, I may buy.' No, I wouldn’t consider it. Thank them for their opinion. Ifthey are not open initially, they never will be. Move on. They saved both of you time which would have been totally wasted. People don’t like to buy. They don’t want to be sold. Your time to attract their interest is restricted to about seven seconds. In that time, you can ask only one question. Who could I talk to who may (pause) consider (pause) my services? This open-ended question focuses your listener on a specific person. Summary Feedback from many sources (including several professional sales trainers) convince me consider is the most important word in any opening presentation. It is also the key word when requesting referrals. Excerpted from "How to Increase Sales at No Cost" Robert D Clarke, 108 pages, paperback, copyright 1994. Online version .

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