upload by Brian Tracy

upload by Brian Tracy

Author:Brian Tracy
Language: eng
Format: epub

Five Questions You Must Answer

There are five questions that you must answer before you can make a sale. These questions lurk in the back of the mind of each customer, and are seldom spoken aloud. Nonetheless, if you fail to answer any of these questions, it can cost you the sale, even from a qualified prospect.

Question 1: Why should I listen to you? All advertising, promotion and sales efforts are designed to break the preoccupation of the customer and answer the question, “Why should I listen to you?” If you don’t answer this question right at the start, usually within the first few seconds, you seldom get a chance to sell your product.

The scarcest commodity in America today is “attention.” The average customer is bombarded by hundreds, and even thousands of commercial messages every day. From the time a customer gets up in the morning, by radio, television, newspaper, billboard, and Internet, he or she is bombarded with hundreds of messages, all shouting in some way, “Buy me! Buy me!”

To even get a chance to sell, you must break through this preoccupation by answering the question, “Why should I listen to you?”

Question 2: “What is it?” Once you have the customer’s attention, you have to tell the customer, quickly and clearly, exactly what your product or service is. What does it do? How does it improve the life or work of the customer? What need does it fill, or what problem does it solve?

It is amazing how many advertisements, on radio, television and in print, fail to answer this question. After you have seen or read the advertisement, you are still not clear what it is that the company is selling, or why you should be interested in proceeding further.

Question 3: “Who says so?” Customers are skeptical and suspicious of any sales advertisement or claim. You need immediate proof that your product does what you say it does. You need testimonials from satisfied customers. You need some kind of independent research. You must overcome the customers’ natural skepticism by offering some proof that your product or service will deliver the result or benefit that you promise.

Question 4: “Who else has used it?” No one wants to be the first person to try your product or service. There is safety in numbers.

Customers want to know the name or types of customers who have already used your product or service satisfactorily.

Question 5: “What do I get?” Everybody’s favorite radio station is WII-FM, “what’s in it for me?” You must get to the bottom line quickly.

The rule for effective advertising or selling is that a 10 year old child should be able to read your advertisement and be able to explain to another 10 year old child exactly what it is you’re selling and why he or she would be interested in buying it. If your advertisement is any more complicated than that, it will probably not succeed.

Evaluate every piece of advertising or promotional material that goes out of your office to make


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