Reason 3: Never Sound Like Your Competition
Write down your “elevator pitch” i.e. your 1-minute introduction that tells prospective buyers why they should invite you in to meet them. Now, imagine your business had folded or you were fired from your sales job and you’d been hired by a close competitor. Now write down their elevator pitch. Is it any different? Really?
Consider the elevator pitch John uses during a cold call: “I'm John and I've been helping companies build websites for 15 years. With my experience and expertise companies get their sites ranked number one fast. This brings clients directly to them and so shortens their sales cycles and increases profits."
Buyers have heard it all before, probably a dozen times before John finally stopped shuffling bits of paper and writing “follow up emails” and made that dreaded cold call.
Never talk about yourself, your company or what you do. Always focus on the customer, their problems and what they want. Always try to enter the conversation they’re already having inside their heads about their problems.
Mine might sound something like this.
“John, we help business owners and salespeople in small and medium sized service businesses who are frustrated that their sales pipeline looks weak or empty and they’re worried that if they don’t fix this soon, they’ll miss their targets and struggle to pay their bills.
“Others are afraid that when they get in front of a prospective buyer that they’ll get sucked into a discussion about price prematurely and find themselves in a bidding war where price is the central issue and they’ll struggle to compete at a profit.
“Typically, many are angry at the level of free consulting they give, finding that their best ideas are stolen by buyers who try to solve their problems by themselves or give their ideas to their competition …. and they get paid for your hard work.
“I don’t suppose these are problems you ever face in your business?”
Where is there a mention of my products or services? At what point do I talk about myself, my company or my features and benefits?
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