THIRD-PARTY POWER…in order for a Salesperson to make a successful presentation to a potential Customer, it is critical that you tell them what you do that is special. They need to understand the following critical point… “What is it that you do that makes you different?… why would I choose you and your service/product over the competition?”. The answer to that question is the backbone to every successful sale. Help the Prospect understand the benefit you bring to them and they will buy.
So what do most Salespeople do? They respond by saying, “I do this, I do that, my service/product is amazing… isn’t that great and aren’t I great?”. Done properly, this isn’t necessarily wrong…yet there is another approach that is exceedingly more powerful.
Here is your ACTION STEP… one of the best ways to close business is to use a third-party endorsement. This usually takes the form of letters of reference or testimonials. “Third party power” provides a comfort for your prospect that they are not the first person to do business with you. Meaning, others have taken advantage of what you have to offer and they are very satisfied. Here is an extension to that thinking that works extremely well…
Instead of telling your prospect, “I do this, I do that, isn’t that great?” consider these 2 statements:
1. What my customers tell me they really like about my service/product is that it (tell them what you do that is special)
2. Many of my customers have commented that they really appreciate the fact that (describe your offering)
These two lines are extremely powerful. It is a rendition of the “Third-Party Close”. Instead of you telling them how advantageous it is to do business with you, you are telling them what other people have found to be beneficial in doing so. This removes the first person approach (I…I…I…, me…me…me…) and takes things to a whole different level. It removes you from the equation. Add this new dimension and you will make it easier for your prospects to be comfortable with moving forward. Extremely powerful, subtle, and very easy to implement. Part of the “Language of Sales”. Start today. NO Excuses.