Sometimes when we do a good job of giving a Feature, Advantage and Benefit presentation we just don’t get the excited “buy in” we are looking for from our prospect. There could be any one of several reasons for a less than exceptional reaction. For the purposes of this article, I am going to concentrate on just one reason and explain how to fix it. Read the following benefit statements aloud. “Mr. Prospect, the new management skills that your managers will have at the end of each monthly session will help them improve productivity and profitability.” “Mr. Prospect, the new tread design on ...
The great sales trainer, Larry Wilson, taught that before we could sell our prospect, we needed to “warm them up.” He recommended using an ember. Now don’t get the wrong idea! He did not mean we were to set them ablaze. In this case Larry used ember as an easy to remember acronym. E.M.B.E.R. stands for “Establishing a Mutually Beneficial Empathic Relationship.” Some salespersons today might say that we need to create a “Win Win” relationship with the prospect. For both the salesperson and the prospect to believe that the purchasing ...
