In sales it’s all about the pitch. The initial spiel about why the customer needs to purchase whatever goods or service you’re selling. Oftentimes, you’ll be handed a script or given specific talking points that should be addressed. To that I say, “Throw it away!” Ok, this may be a bit hasty but I say this for two reasons:
- We all know how to talk.
- We’re not actors; it doesn’t have to be perfect.
Sure, it’s great that someone is taking the thinking out of your job, but just because they hand you a script doesn’t mean it’s going to work for you. One important thing to keep in mind when you’re selling anything is to always remember to connect. Connect to the listener/potential customer and tell them why what you’re selling is something s/he needs. Why can that person not go another single minute without purchasing what you have? The answer to that is going to vary depending on who you’re speaking to. Ergo, a universal script will not work for every John Finklestein or Joan Rutabaga you come across.
Personalizing a script works in three steps:
- Highlight what the most important points are about your product/service
- Decide why that particular person needs or will benefit from it
- Determine what the disadvantage is for not having it
This isn’t a universal goldmine of information that will inevitably work for everyone , but it’s what I’ve found most effective. The difficult thing about sales is that there are so many variables: the customer, the sales person, the product, the economy, etc. Don’t get discouraged if you haven’t found a tactic that works for you because even when you do, you’ll still have bad days. Just remember: you can’t win them all.
Photo credit: http://bit.ly/oPfslZ