LEGAL INSIGHTS… there is a television program entitled “Blue Bloods” which revolves around a family in New York City, most of whom work for the NYC Police Department. One of the characters is a District Attorney who is in charge of “putting the bad guys away”. In preparing for a court case in a recent episode this DA was reminded that… “You can’t have a good opening argument until you know your closing argument”.
In essence, the DA is in the Business of Sales. Her Customers are the Judge and Jury. She must convince them that the accused is guilty by presenting the facts in a convincing fashion. The Sales Game is exactly the same… you convince your Customers to buy from you by presenting the facts in a convincing fashion.
Here is your ACTION STEP… let’s go back to the advice that the DA got… in essence her “opening argument needs to be based around her closing argument”. What does this mean in the Sales Business? As a Salesperson you must first establish a need that the customer has that you can fulfill. This is very important because you now know what your “closing argument” is going to be. You are now in a position to start your “opening argument”. Look at these 3 steps:
1. In any court case the DA starts off by telling the Jury what they are going to hear and see. The Prosecutor tells the Jury that “we will prove that…, we will show you that…, you will learn that…”.
2. In the Sales Business you can do exactly the same thing….your “opening argument” would flow like this:
a) “Based on what you are telling me, here is how I evaluate your current situation… do I have that correct?”
b) “If you had this/could do that… would that make things better for you?”
c) “How would that benefit you and support your overall goals?”
d) “Let me show you the solution I have in mind for you…”
e) “Here are the benefits you will accrue, can you see how this will solve your problem?”
3. Your “opening argument” now sets up your “closing argument”. This is where you ask for the order. This is where you ask them to buy.
Not surprisingly, the “closing argument” is very simple when the “opening argument” is done in a convincing fashion. Continuing the court case analogy, getting the guilty verdict/making the sale should be relatively easy when the “opening argument” is done well. Don’t forget that the emotion you communicate in your presentation is very important. It is not just what you say, it is not just how you say it, it is how you make them feel. Never lose sight of this critical part of being a great Salesperson. NO Excuses.