Today, I share with you two concepts that help influence prospects to buy your products and services:
1. The phrase guaranteed to help you sell more
There is an old sales training adage that says “don’t sell the features, sell the benefits”. I’ve never fully bought into that way of thinking.
Fundamentally it is correct, but I believe it is still essential to link the features provided with the benefits that your clients and prospects will receive.
Many salespeople fail to connect the features of their products and services with the benefits that their prospects want.
Whenever you talk about a feature you provide, always follow up by saying, “WHICH MEANS TO YOU…”
Four simple words that bridge features and benefits.
Here’s an example if you were selling radio advertising:
“Mrs Prospect, our Platinum level advertising package is the best because you’ll dominate the airwaves and your target market. Which means to you that more people will hear your commercials more frequently and you’ll get the impact, response and results you want.”
By the way, there’s a power influence word in the selling sentence above. Can you guess what it is? It follows below in point 2.
Remember always to say “which means to you” whenever you talk about a unique feature of your offer.
2. Probably the most powerful word to gain compliance and influence
Drumroll, please… the word is…
Robert Cialdini, in his famous book, Influence: The Psychology of Persuasion, describes a case study where a researcher asks a person if she can cut in line to make copies. She asks in three, slightly different ways with surprisingly different results.
A. “Excuse me; I have five pages. May I use the Xerox machine?” Result: Only 60% of those asked complied.
B. “Excuse me; I have five pages. May I use the Xerox machine because I’m in a rush?” Result: 94% of those asked let her skip ahead of them in line.
C. “Excuse me; I have five pages. May I use the Xerox machine because I have to make some copies?“ Result: 93% complied even though no real reason, no new information, was added.
It seems that giving a logical reason “I’m in a rush” had little impact on the subject, letting her cut in line. The use of the word “because” is what triggered the automatic response in people.
The 3-step lesson for you to effectively use these powerful and proven five words of influence to improve your selling are:
1. Make a benefit-oriented promise that grabs your prospects’ attention.
2. Justify your claim by stating a proven fact introducing it with the word “BECAUSE”.
3. Add the words, “WHICH MEANS TO YOU” and describe the outcome the prospect will receive.
Use these words ethically and professionally and see your sales skyrocket.