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I’d Listen to This Opening Benefit Statement for Sure

I often talk about the ultimate benefits or results you offer, and how those are the reasons why people are interested in speaking with you, and buying.

Received a call from a guy selling high-end corporate tour packages to the Masters golf tournament. He said his lead generators target business executives and owners. They normally leave messages with screeners and on voice mail.

They simply say, 

“Please tell Mr. Big that we have openings to go the Masters. If he’d like more info, please call 800-000-0000.”

The calls come directly to the salesperson, and the rate of return calls is well over 75%. Of course, we all don’t have a product like the Masters to sell, but is there something about the result of your product or service that can have a similar effect?

Another Example
While half-listening to the pre-flight announcements from the captain on a recent flight, he authoritatively said,

“ … and even if you’ve heard these things thousands of times before, I suggest you pay attention, because you might just hear something that could save your life.”

Given some of the air tragedies and near-misses lately THAT got my attention. And it caused me to ponder about the ultimate benefits and results we offer as salespeople. What is yours? It’s not the product or service you offer, it’s always the RESULT

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  1. 2 Comment(s)

  2. By Chris McKinney on Apr 6, 2009 | Reply

    In your Tel-E Sales Tip of the Week (March 31) you discussed “What is YourCreditibility Statment?” Like you, I read material from multiple sources. Tom Sant of The Sant Corporation argues that such statements are about “me” not the customer and discussions should be focused on the customer and not on how cool I am. What is your take on Dr. Sant’s view?

    Art Sobczak Reply:

    You are referring to the email Tip reposted at (I’ll have it here in a few days)

    I agree with his view if the statement is used early in a sales process, where it is then about the sales rep before he or she learns about the prospect. Later in the call and process, when you are providing your on-targe sales recommendation based on solid needs-identification, it is appropriate, especially if the listener is not familiar with you, or is concerned about your experience or credibllity.

  3. By Hank Trisler on Apr 6, 2009 | Reply

    Terrific approach, Art. Well thought out and nicely presented. Thanks.

    Art Sobczak Reply:

    Thanks Hank. By the way, people need to read your excellent material as well,

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