GREAT COMMUNICATION… motivational speaker and author Zig Ziegler offers a humorous question. He queries… When you ask someone what they had for breakfast do you want them to tell you that they had "the upper part of a hog's hind leg, with two oval bodies encased in a shell laid by a female bird" Or would you rather have them tell you that "We had ham and eggs for breakfast"? Now that's funny!
Sometimes communication can get bogged down in detail and rhetoric. Our Prospects and Customers don't appreciate it and the power of your message gets lost in the words. At best the result is an inefficient use of everyone's time and at worst it is a lost sale. It's not so much what you do with the material, it's much more so how you present it.
Here is your ACTION STEP… there is a definite formula for efficient communication in Sales. It starts with keeping it simple and ends by following these steps:
1. Be sure that what you have to offer meets your audience's needs
2. Decide in advance what you want the end result to be
3. Introduce the Feature of your product/service ("This home has a lovely backyard")
4. Introduce the Function of your product/service ("There is lots of room for you to put in a pool")
5. Introduce the Benefit of your product/service ("Your family and your friends will love to come and spend time here")
6. Close with a Question ("Isn't that the outcome you are looking for?")
The critical part of this simplistic approach is to make sure that you point out the benefit and then ask the closing question. Follow this formula and always keep it simple. At the same time make your presentation your own…be creative. There are only three pure colors… but look what Michelangelo did with them! There are only seven notes but look what Chopin did with them! Give your Prospects and Customers what they need… keep it simple and keep it entertaining. This approach alone will set you apart from the competition. NO Excuses.