Blair Singer, creator of SalesDogs®: a methodology that offers life-changing sales and communication success which has helped thousands worldwide to increase their incomes, recently sent me the following email.
This email is to highlight some shortcomings I've seen in sales pitches lately. If anything I say here resembles your current sales process I hope you don't take offense. Instead, I hope you take massive action towards closing more deals.
To start, why should people buy from you?
This isn't new, right? This is "Reason Why Advertising," a term coined by legendary ad man John E. Kennedy back in 1905.
I would go so far as to say "Reason Why" is more relevant today than ever simply because there are so many offerings out on the market folks ask the question more and more frequently... and you better be able to answer.
But look, don't wait for them to ask the questions. A good, successful pitch tells your prospect right upfront, because they always ask. The more of their questions you can answer before they come up, the stronger and more compelling your pitch.
In fact, you need to be able to tell them the 5 major reasons why:
1) Why you (the prospect)
2) Why me (the salesperson)
3) Why this (the offer)
4) Why now (the urgency)
5) Why this price (the value)
1) Why You?
This is where you show you understand your prospect's pains, fears, hopes, goals, and challenges. Why are you targeting them? How is your product or service important to them?
2) Why Me?
Proof is the backbone of business. Why should your prospect pay attention to you? Do you have a proven track record?
Credentials? Quantified testimonials?
Put simply, the more credible you are, the more believable your product, then the more likely your prospect will buy.
At the authentic event this weekend, I'll show you how to build credibility with your prospect in 30 seconds or less... even if you're brand new with no track record.
3) Why This?
Why are you selling what you're selling? It may be just to make money but one way or another you're selling it for a specific set of reasons.
It may be because it's a new product that's you want to gather testimonials for. It may be because you've heard to many complaints about folks not being able to easily achieve their goals, which your product helps them do. It may be to raise money for the poor and hungry.
As you can see, the reasons may vary widely but you need to let your prospect know. No matter how small your reasons, share them. If you don't, your prospect will be the one making up reasons for you.
4) Why Now?
No action takes place unless there's some sort of catalyst.
Your prospects are the same way in that they won't buy unless they feel the need to.
You need to give your prospects a reason to act now. This may be a direct reason (the deal is off the table on a certain date, or you may have limited quantities) or implied (missing out on something important).
Either way, you need to instill some sense of urgency or scarcity otherwise your prospect can just stall with a decision to buy later.
5) Why This Price?
Perhaps the bottled water you're selling was hand drawn by monks high up in the Alps then infused with a rare and sacred intelligence building mineral (I bet that would be some expensive water.)
Perhaps you're conducting a clearance sale to make room for new stock. Or it may be a new product you're introducing to the market.
Whatever it may be, there's a reason you're product is priced what it is. Don't be afraid to tell your prospects why.
When you're able to articulate each of the above "reasons why" the more your prospects will stop stalling, stop shopping the competition, stop challenging your price, and start reading you their credit card numbers.
If you're not doing this then that's a key reason why you're not earning the income you want.
