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Rule 4:  Never Sell Using Features and Benefits

If you cold call, or speak to a prospect or networking group using your standard features and benefits, you'll be drowned out by a torrent of questions from eager prospects desperately wanting to know more about your products and services or rooms full of keyed up networkers trampling over each other in their desperation to get an appointment with you first.   That happens to you all the time doesn't it?

Your call may be the most important call a prospect receives that day, that week, that month, that year or ever, but if you don’t get the air time and they don’t sit up and pay attention, it’s a waste of your time and effort isn’t it?

 Make your “pitch” using your features and benefits and you might hear “we already have that covered”, “we’re happy with our current provider”, “not interested”, “send me some information”, “the timing isn’t right”, “we have no budget for that at the moment”, “call me back in 6 months” …. But that’s never happened to you, has it?

The answer is 'Speak to Their Pain'.

Even if when they woke up, the sky was blue and the sun was shining and they had no idea they needed your product or service, if you speak to their pains you will grab their attention and they will invite you in. Focus on their pains and the data you are using. Their data.  Prospects never argue with their own data but they’ll argue with yours until you’re blue in the face.

You must never beg for an appointment and you should always leave them with questions NOT answers. They should want to know more or what’s the purpose of them inviting you in?

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