Take a few minutes to write down seven facts you know about your stations. Now take a few minutes and write down WHY these facts are important to your clients.
This is a bit of a trick question. To write down WHY these facts are important, you need to have a specific client in mind. Not all facts are important to all clients! In fact, if the client hasn't given you a reason to believe a particular fact IS important to them, it probably isn't. It's not about US: it's about THEM!
When you fill your Phase Three presentations with overflowing facts about your company, you may notice that your clients' eyes glaze over. They suddenly have another meeting to attend.
Spouting facts about our stations in the Phase Two needs analysis meeting can be fatal. You will either bore your client or tell them something about your station that doesn't fit their needs. Either way, your sale might be over before it starts.
Clients are interested in our stations (our world) only because they believe that we can make their world better.
Here's the rule: NEVER GIVE A FACT WITHOUT GIVING A BENEFIT!
Fact: This is important to you because.....
Fact: You asked about this.......
Fact: You would be interested in this because......
Fact: This has meaning to you because.....
Fact: What this means to you is.......
Fact: Benefit. A sales technique we all need to learn. It answers WHY a fact is important to a client. And the "why" is uncovered in the Phase Two needs analysis stage and brought back to your client's attention when we present benefits in Phase Three.
It's not about US: It's about THEM!
Learn this. Use this. Higher billing awaits!
