In sales, you can’t win them all.

6 Jul

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:

  1. We all know how to talk.
  2. 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:

  1. Highlight what the most important points are about your product/service
  2. Decide why that particular person needs or will benefit from it
  3. 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.

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