PARTNER UP to Turn Prospects into Buyers
T—Translate the features you believe to be relevant into profound benefits. You cannot leave it to chance that your prospect will figure out for himself how your offer will make his life better. Do the work—take the time to be clear on how your product or service helps your customers. Ask satisfied customers and use their
stories. Force your sales manager to tell you more about how you help people or organizations. The more you learn, the more you can share.
N—Neuro-Linguistic Programming (NLP) is the cutting-edge science of sales psychology. It is the study of how and through which strategies the brain learns, whether auditory, visual and/or kinesthetic. The key is to have the ability to recognize the preferred learning strategy of your prospect and mirror that strategy in your communication. If you do this, your prospect’s brain basically says, “This person is like me. I like me. I like this person.” The result will be a stunning subliminal connection.
E—Emotional connection to your prospects is essential. Never forget that
people buy based on emotion and then use logic to justify their buying decision. Think back to one of your own impulse purchases. For some
reason, you were drawn to make the purchase. That’s emotion. Then you came up with some kind of
justification for yourself. That’s logic.
R—Remove their objections. You can do this by using your NLP skills to anchor your prospect’s positive feelings toward how your offering will make his life better. This is most effective when he finally reveals his
smoke-screen objectives. Usually, an objection is simply an
indication that you attempted to close the sale before you demonstrated the
overwhelming value he will receive in doing business with you. You just need to better demonstrate how your product or service will remove the pain he is currently enduring.