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Power Talking Tip:
Show Them How They'll Be Better Off
By George Walther
A person hired to qualify old inquiries and clean up a company's database places calls to prospects and lapsed customers, asking questions about decision makers and products they purchase.
Say out loud to yourself: "We're updating our mail list here, and I was wondering if you would do me a favor and answer some questions?"
Now, say: "We want to make sure that we send you material that's of interest and value to you. I'd like to ask a few questions about what you buy, and if appropriate, who should receive the information on any money-saving specials we have."
Often salespeople jump on the phone with selfish motives; their foremost thought is of needing to make a sale or otherwise gaining personally by the contact.
And that typically is counterproductive, leading to resistance and objections.
When it comes to getting cooperation in business, the best strategy is to help the other person understand why he'll be better off by doing what you suggest.
In personal dealings, I'm all for helping a friend. In business, though, the one party I'm watching out for is ME! I don't care—nor do your customers—if you're "just this close" to meeting quota, or about to qualify for some kind of prize.
Every person you contact wants to know: "Why should I talk to you?" "How will I be better off by giving you information?" and "What's in it for me?"
What you can do right now: When you need people’s cooperation, figure out why their participation will benefit them, not you. Emphasize the benefits they’ll realize by following your suggestion.
Instead of saying: "I'd like to tell you about our products and find out what it would take to do business with us."
Say: "Based on what I know about your operation, there's a good probability a few of our products would sell quickly to the customers you market to, generating a very nice profit margin for you. I'd like to ask you a few questions, and discuss some of these items to see how they might fit with your merchandising strategy."
Instead of: "Could you do me a favor? When you call in with your orders, could you please save them over a couple of days and put everything on one instead of having a bunch of little orders?"
Say: "If you need to order items, but don't have to have them delivered immediately, you can save money on the shipping. Group a few of the orders together into one, and that way you'll have just one shipping charge."
Instead of saying (or thinking): "Will you do this for me?"
Say: "Here's why this will be good for you."
Remember people want to know how you will benefit them!
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