84. Why is it important for you to sell with focus?
"One specific is worth a hundred generalities. When buying products, customers don't generalize, they think in specifics. The next time you introduce a new product to your accounts, focus on the specifics."
Don't say: "This will increase sales."
Instead say: "If you sell 100 of these per week your profit will be over $12,000 per year".
Don't say: "This will lower your labor cost."
Instead say: "This will save you four hours per day in labor cost which will amount to over $7,000 per year in total savings."
Don’t use the shotgun approach. Don't try to describe everything you can do in one breath. You've got 3 seconds to get their attention, 30 seconds to tell them why it will benefit them.
Your focus should not be only on products or services. Your focus should be on results such as additional profits, bigger invoice or order sizes, additional customers, lower operating expenses, lower product cost, etc.
In some cases you might want to focus on the results first and the product second. The travel business is a good example. They always focus the results of travel, like the walk on the beach in mid January, or sitting on a lounge chair overlooking the tropical island. They don't tell you about the cramped six-hour plane ride and the 3 hours you have to spend standing in the airport security line.
Your prospect is indifferent. They are thinking about themselves, their problems, their goals, and are completely uninterested in you or your interruption in their day.
Your prospects are exposed to as many as three thousand advertising messages every day. In addition to being interrupted every eight minutes with some type of problem, phone call or employee, they are being called on by hundreds of sales people.
The first three seconds...
You have to say something or show the customer something that will peak their interest in such a way that will make them forget all the things that are currently occupying their mind. What can you do or say that will accomplish this important step in the sale; getting attention? Here are a few examples:
~ Product cost
~ Labor cost
~ Increasing customer base
~ Increasing order size
~ New ideas to help build business
~ Marketing and merchandising ideas
~ New products or services
~ Success stories
~ Their profit and loss statement
~ Solutions to their potential or current problems
~ All are good for getting attention.
What can you say that will swing the prospect's attitude so they will listen with interest what you have to say? You MUST have an opening line that breaks through that attitude and provokes the prospect to say...
"Wow, I'll listen to your story. This is relevant to me and my problems and the goals I am trying to reach! You really know ME and understand MY problems!"
Try focusing on something new. It doesn't necessarily have to be a new product, only new to them. In marketing the word "new" is used over and over again to attract attention. They are always telling about a "new ingredient" or how the product is "new and improved" or it is now in a "new size". Bringing something new to your customers week after week will show them that you are interested in their business by keeping them informed of all the things that are available.
The same is true when talking about percentages. The more you can tie it to a dollar amount the more receptive the customer will be. Don't say "This could lower your cost by one percent". Instead say "this could lower your cost by at least $10,000 per year, which is a full percentage point".
When buying products, customers don't generalize, they think in specifics. The next time you introduce a new product to your accounts, focus on the specifics.