THE PHOTO ALBUM…did you ever notice that when you show someone a photo album or a series of pictures, the very first thing they do is look for pictures of themselves. They want to see how they "fit into the picture". They want to see what's important to them first. It's the same in the Sales game. Your Customers really only want to see what's important to them.
Ironically, most Salespeople start off the proceedings by talking about themselves, showing their Prospects why they are qualified to help them, and generally providing boring information that is of no value in the sales cycle. I call this waste of time "over-bonding". Here's some simple do's and don'ts when presenting your "photo album" to your Customers…
DON'T SHOW THEM
1. All the awards you've won
2. Candid shots of you with your dog or the hockey team you coached
3. Your house, your car, your cottage… anything ego-based
4. Anything unrelated to their goals and aspirations
DO SHOW THEM
1. The features and benefits of what you and your products/services bring to the table
2. Exactly how you're going to get the job done for them… your special game plan designed just for them
3. Short testimonials from satisfied customers (videos are even better… 20 seconds maximum each)
4. Your track record… one page to prove you can do the job (if you're brand-new, provide the same information based on what your company has done)
5. Things they need to know to help them decide to choose you ("I'm different")
Here's the bottom line: the first impression you make will occur within 4 seconds! Next…it really only takes about 15 seconds to gain rapport. After that… it's all about them! Stay focused on who they are and what they want. Keep asking questions to ensure that you are serving their highest needs. (Eg: "What do you need me to know that will ensure you get what you want?") The Paradox of Sales is that "you need to have an ego to be successful but your Customer isn't interested in having you display it". Be strong, be confident, be powerful and most of all… "show them the pictures they want to see". That's what they're looking for, that's all they are looking for. NO Excuses.