Here are five persuasive selling arguments that have been field-tested and are based on what decision makers say they need and want:
- Time. How are you going to save them time? Prospects don’t care if you’re the oldest company in your field. They want to know how your products or services are going to save them time on a daily basis. What would time savings mean to their productivity?
- Money. How are you going to save them money? They don’t care if you’re the largest company around. They want to see results on their bottom line.
- Sanity. How are you going to save them mental sanity? Your prospects don’t care if you’re the best in your field unless you show them specifically how you can provide effective solutions to existing problems and eliminate a certain amount of stress.
- Security. How are you going to provide them solvency and security? They don’t care if you have been around for 200 years. Will you be here tomorrow? They need to know that investing in you or partnering with you is a safe decision.
- Ease of use. How are you going to make things easy? Your prospects don’t care that your product is the hottest with the leading technology. If it’s too complicated to use or takes excessive employee training, they won’t see any advantage in owning it.
Adapted from the book “Small Message, Big Impact,” by Terri L. Sjodin, founder of Sjodin Communications, a sales training and consulting firm.
