One of the first things I do in my workshops is go around the room and ask each attendee to state their name and what they do.
Almost without fail, everyone tells me their name and what they ARE or who they are WITH, but rarely does anyone ever actually tell me exactly what they DO.
Some of their answers are combinations of technical language and industry jargon that I assume is designed to impress someone. However, all really does is leave me confused.
I don’t have a clue as to the value of their product or service and how it might pertain to me or anyone else (from a simple, practical standpoint…which is all that really matters). I would never know exactly what a good referral would be for them.
And, in this age of fast-paced, instant gratification, give-it-to-me-now or get off the wagon mindsets, you can’t afford to waste one single minute of anyone’s time. If you do, they will simply find effective ways to avoid any further encounters with you.
Fact: When you make an initial contact with a potential prospect, you’d better get right to the point…and you’d better do it in a clear, concise way that clearly and in no certain terms, shows them the value in what you do and how it relates to THEM. It should also compel them to want to know more about YOU and your product or service.
You simply cannot afford to fail to make a good connection.
If your initial 30 seconds is confusing, sends mixed signals, or is ambiguous in any way, you will be “deleted” by their subconscious mind (Elmo) and they will almost always say “NO”.
And, as psychologists Morton Deutsch and Harold Gerard proved, once someone says “NO”, it becomes ten times harder to get them to say “YES”.
This fact has led me to create what I call “Thirty Second Selling”. (http://TheNetworkingNinja.com/thirtysecondselling/)
It is so incredibly important that you understand how to get your foot in the door with a prospect quickly. If you fail on your first attempt, you may never be successful. In fact, you may never get another chance…period.
Whether you are cold calling, meeting with a warm lead for the first time, following up on a referral from someone else, or simply having a conversation with someone you’ve just met who may be a legitimate prospect…you’d better know exactly what to say to them. And it needs to be powerful, compelling, dynamic, seductive, captivating and irresistible.
Bottom line: You need to work out a simple, direct, crystal clear, to-the-point, powerful, value-laden, compelling, seductive, hypnotic, irresistible answer to the question “Why should I hire YOU?”…..and you need to put it in writing, memorize it, learn it, believe it, and be able to deliver it with confidence, precision and accuracy… each and every time… and in thirty seconds or less!
If you will do that, you will make more sales.
If you don’t do that, you will make fewer sales.
And that is a FACT.
Thanks for taking the time to read this letter.
Hal
PS. Find FREE Small Business Marketing Tips, Secrets, Strategies and Techniques at my website, http://www.HalColeman.com
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Or feel FREE to call me at 770-993-0004 or email Hal@HalColeman.com
