• No social media recommendations from customers. THEM-focused messages can reveal their history, situation and motives – plus their past experience, wisdom and opinion. That’s true engagement. Here are a few THEM-focused messages: • Testimonials that overcome specific objections – such as price and quality. • Third-party media – articles or interviews – that support you or your product. • Great (and current) social media presence. Your reputation that helps put the buyer at ease rather than on guard – including direct interaction with customers. • Ideas you created that they can use. Proof you did your homework. Key point of understanding – features are about you and benefits are in the middle. But value is about them. And value – customer-perceived value – needs to be the focus of a thembased presentation. Warning – don’t be defensive. I can hear you telling me that you give a customized presentation. I can hear you telling me that you’re different than all the other people on the planet. And I can hear you telling me that customers love your presentation, and all about the fact that you can close three out of four people once you get in front of them. I hope you can hear me say, “That’s a bunch of crap.” Here’s how to measure your customization reality: 1 Amount of time spent on pre-call research. How well do you know the person and the company you are visiting? 2 The two great ideas you are walking in the door with will benefit them whether they buy or not. 3 The variations that you made in your presentation that adapt to their company, their present situation, their needs, their productivity and their success. 3.5 Your knowledge of the customer’s buying motives are as good or greater than your selling skills. Them-based presentations are the most difficult sales presentations of all. Marketing departments have no concept of them. And most salespeople aren’t willing to do the work to prepare them. That’s great news for the 5 percent of salespeople who are willing to do the work. They’re easy to identify – they’re always the highest performers and the highest earners.
Jeffrey Gitomer is the author of 12 best-selling books including “The Sales Bible” and “The Little Red Book of Selling.“ He just published two new sales books, available exclusively on Amazon’s Kindle – “Win Now!” and “The Sale ReDefined.” They will change the way you think and sell. His website, www.gitomer.com, will lead you to more information about training and seminars. Email: email@example.com. © 2013 All Rights Reserved. Don’t even think about reproducing this documentwithout written permission from Jeffrey H. Gitomer and Buy Gitomer. (704) 333-1112 www.BizTucson.com
Winter 2014 > > > BizTucson 37
The Tucson Region's Business Magazine