Supremely Successful Selling: Discovering the Magic Ingredient by Panas Jerold

Author:Panas, Jerold...
Language: eng
Format: epub, mobi
Published: 2014-04-24T17:25:02.364000+00:00

Chapter 15

If You Don't Know Where You're Going, You'll Probably End Up Somewhere Else

I'M REMINDED THAT SELLING is a contact sport. You are judged on your wins.

Never lose track of the importance of good results. I remember hearing the president of a university at a victory celebration, speaking in glowing terms about the coach's highly successful football season. He gave great acclaim to the team and praised the coach profusely.

After the meeting, the beaming coach asked the president, “Would you still like me as much if we didn't win?”

I'd like you every bit as much, the president replied. “I'd just miss having you around.”

You've come to that point in the visit when you must present the allure and appeal of your product. It's winning the sale. Winning with integrity.

You describe dramatically the value of your product to the buyer. It is complete with what Sam Goldwyn called, “warmth and charmth.”

And this is important. You create a sense of urgency. (You don't want to have the decision delayed or put aside.)

You may wish to say something such as, “Here's why you might want to consider a decision now….” Use your own language, whatever you're comfortable with. But move toward a decision.

Take no more than seven minutes to present the exciting opportunity your product presents. It is a dream of possibilities. Take fewer than seven minutes if possible.

Let me explain the seven minutes.

Oh, sure, you can take more time if you must. But not much. And at your own risk! All the research indicates this is about the maximum time a buyer can handle without tuning you out.

Ask anyone who produces videos professionally. They get paid for each minute of the video. The longer the video, the more they get paid. They still recommend a maximum of seven minutes. They will tell you that it mustn't be any longer than seven minutes. Some say five. Some say even fewer.

There's good reason for that. A longer video won't hold a person's attention for any longer.

This may seem surprising. After all, a video has a great deal going for it. A video has a musical background, professional narration, even sound effects. There's frenetic activity taking place. Heck, it looks like a Gypsy wedding going on in the background.

And with all this, professional videographers tell us the film still should be limited to six or seven minutes. So, if your dazzling presentation can be as inspiring as a professional video, you may take that much time. But be forewarned.

All right, so you're ready for your presentation. Proceed with the quiet efficiency of a night nurse.

This is the call to action. It's what I describe as, “working near the heart of things.” Here are a few tips that will be helpful.

1. When you present the opportunity to the probable buyer, talk about the great benefits of your product—its value to the buyer—but sell with integrity.

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