I cannot stress enough why this needs to be done UP FRONT in the presentation after you have done your introductions.
If you do not have credibility as you being the expert, why do you feel that anyone in their right mind would buy anything from you.
That would be like going to a Landscaper asking him direct questions about Brain Surgery, or striking up an in depth conversation with a Bartender asking him questions about Rocket Propulsion and expecting to get any answers other than his or her opinion.
The reason that I use the word opinion is simple,
Unless you are dealing with a Bartender, who currently is employed as a bartender, while putting himself through Rocket Propulsion School, the information you will be given is again only an opinion.
Everybody has an opinion, and remember the old saying
"opinions are like Assholes, everyone has got one."
So how do you do it.............
If you are already an expert within your chosen sales field you absolutely need to show Mr. Client what you have already accomplished within your sales field in the past and are doing currently. Here is the kicker though....you need to do this in just a few minutes concisely, if you ramble on and on about how great you are; you will come off as a bragger and it will seem very belittling to your customer. I can guarantee you that if you do not do this within a few short minutes, you will lose your sale even before you actually get started.
You are there for them, they want to know that you and your company are qualified to take care of what they need done, they do not care about your OLD WAR STORIES,
so please for your own sake and theirs,
don't bring them up.
You need to be able to confidently and competently let Mr. Client know why you know what know; and why you are the best person to do business with.
Experience will always speak volumes with potential customers.
As you are confident in what you are stating, the customer will know it.
You need however, to do this without coming off as a pompous ass.
No one likes "Mr. Knowitall", but you actually
need to be "Mr. Knowitall," without looking arrogant.
You need to be THE GUY or THE GAL; that can answer any and all questions that most definitely will come from this person. Remember, you are asking this person to open up their wallet, and spend their hard earned money with you.
Put yourself in their position, would you spend your hard earned money with someone "kinda knows" what he is saying.
That is like putting the scissors into your friends hands to cut your hair; who has never in their life done a haircut before,
"but has some great ideas for your hair."
We all know when someone is winging it.
Some examples of what to say could be this....
REAL ESTATE: Mr. Client, I am a multi-million dollar seller, my listings do not stay on the market for long. Over the last 2 years my average listing time is less than 30 days.
I will be with you through every step of the process of selling your home, to take away any concerns you may have during this process.
The majority of my listings have been given to me by referral.
With the way I will market your house,
we should be able to get your home sold quickly.
With most listings, I sell them at full price or above. I will most definitely give you the same high level of service I have given my previous clients, to insure this whole process goes off without a hitch, sound good?.........
The agent established that they are an expert, and that he or she is confident in his or her abilities, and most important, did it quickly without sounding pompous (GET THE IDEA?)
HOME IMPROVEMENT: (Roofing for example) Mr. Client, I have 9 years experience in the roofing industry. I have bid and sold jobs as well as doing the actual installation of the roofs.
I have pretty much seen and done it all.
Since your home is your most valuable investment,
my approach is to treat your home as though it is mine.
I make sure that from the day that your project is started I am as hands on as I can be.
Since a roof is something that you want to do only once every 25 to 30 years; this is the reason, why our company only uses the best brands of shingles for your home.
With the team of installers we have; you are not going to have to worry about your roof, it will be done right and it will last. This also, is specifically why I work with XYZ roofing.
We do not take shortcuts here, we will only use the best products for homeowners.
In today's environment where companies will do the least amount possible just to get the job done, it's nice to find a company who will always go the extra mile to make sure they have a happy client.... It's Kinda' refreshing isn't it?......
Salesperson, established experience and competence
and also showed why he trusts his own company
(GET THE IDEA?)
FOOD SALES: Mr. Client, I have been involved with the Food Service industry for 10 years now, and the quality that (Whatever company) has committed itself to providing to restaurants here in the community is unsurpassed.
We always make sure that the provisions, fresh fruits and vegetables that we provide, of are always of the highest quality. and are sold at reasonable prices without sacrificing quality.
I always take pride in making myself available to my clients, I have hundreds of restaurants that count on me daily to make sure that they have the necessary items they need to run their business.
I believe this, because without businesses like yours, my business does not exist.
This is the reason that I work for (whatever the business).
They have for years had the same philosophy I have,
take care of your customers and your customers will always take care of you, make sense?....
The salesperson showed in this example he cares about quality as does the company he sells for and that they stand behind their product (GET THE IDEA?)
INSURANCE SALES: Mr. Client, I've got 8 years selling insurance, the one thing I know for sure is that you have hundreds of agents you can choose from here locally .
The one thing I do better than anyone else is that I pride myself on customer service, and have just been awarded again (whatever award) for the 4th year in a row.
This means, that I have been able to provide my customers with best possible insurance that fits their budget, and these evaluations have come directly from the customers themselves.
I also am certified (whatever the certification) which allows me to take care of, (whatever other product you are presenting) so with me I can take care of all of it for you.
I take pride that the majority of my business is from repeat and referrals.
When it comes to Insurance I treat your policy as if I am writing it for a member of my family.
The one thing I also know for sure is this, by providing you with the highest level of service, you are going to want to refer me out as well.
This is how you truly build a successful business,
that make sense?...
OR....
It would be great if in today's digital society, people would remember the things that have worked for years,
like if you take care of your customers your customers will take care of you,
now wouldn't that be nice?....
In this circumstance the agent could have even waxed more eloquent, however he got to the point quickly without seeming arrogant (GET THE IDEA?)
I hope that you caught that at the end of every statement we used a SOFT TIE DOWN AGREEMENT. We need to include this...we must get the customer immediately to understand that we are there to help them.
The easiest way to do this is to get someone to agree with what you are saying and to get their head nodding.....make sense?... See how I slipped that in there?
These are just 4 examples. What a MASTER CLOSER will do is to perfect his or her own personalized short introduction infomercial.
He or She will use it over and over as an introduction that will convey their qualifications to the customer. This needs to show why they are best qualified person to take care of what the customer needs. As stated previously, this needs to be done without coming off as arrogance. By establishing yourself as an expert; you are conveying to your customer that you are confident within your abilities to perform. You are portraying yourself as someone who can be counted on to do what you say you are going to do. Within that confidence you are also projecting competence. You are placing your customer at ease from the onset.
WHOA, NOW WAIT A DAMN MINUTE......I just started with this company / I just got my Real Estate License... I don't have the 5, 8, 15 or 25 years in the business.
I can't say any of that, what now BEAR.......I can just hear you now.
This is quite simple to answer....if the company that you are selling for has been around for awhile you need to piggyback their success onto you. Trust me, they want you to do this.
In the Roofing Salesperson example the MASTER CLOSER would take the company's years in business with their reviews and the quality of their work and project it onto himself.
By doing this the company is the expert.
With the extensive training they have provided you with, you are completely prepared to take care of any needs the customer has pertaining to his or her roof.
Because of this; you as a salesperson with integrity, wanted to work specifically with this company.
Being the expert, means being smart and using all the tools available to you......
The Bear
Some examples of what to say could be this....
REAL ESTATE: Mr. Client, I am a multi-million dollar seller, my listings do not stay on the market for long. Over the last 2 years my average listing time is less than 30 days.
I will be with you through every step of the process of selling your home, to take away any concerns you may have during this process.
The majority of my listings have been given to me by referral.
With the way I will market your house,
we should be able to get your home sold quickly.
With most listings, I sell them at full price or above. I will most definitely give you the same high level of service I have given my previous clients, to insure this whole process goes off without a hitch, sound good?.........
The agent established that they are an expert, and that he or she is confident in his or her abilities, and most important, did it quickly without sounding pompous (GET THE IDEA?)
HOME IMPROVEMENT: (Roofing for example) Mr. Client, I have 9 years experience in the roofing industry. I have bid and sold jobs as well as doing the actual installation of the roofs.
I have pretty much seen and done it all.
Since your home is your most valuable investment,
my approach is to treat your home as though it is mine.
I make sure that from the day that your project is started I am as hands on as I can be.
Since a roof is something that you want to do only once every 25 to 30 years; this is the reason, why our company only uses the best brands of shingles for your home.
With the team of installers we have; you are not going to have to worry about your roof, it will be done right and it will last. This also, is specifically why I work with XYZ roofing.
We do not take shortcuts here, we will only use the best products for homeowners.
In today's environment where companies will do the least amount possible just to get the job done, it's nice to find a company who will always go the extra mile to make sure they have a happy client.... It's Kinda' refreshing isn't it?......
Salesperson, established experience and competence
and also showed why he trusts his own company
(GET THE IDEA?)
FOOD SALES: Mr. Client, I have been involved with the Food Service industry for 10 years now, and the quality that (Whatever company) has committed itself to providing to restaurants here in the community is unsurpassed.
We always make sure that the provisions, fresh fruits and vegetables that we provide, of are always of the highest quality. and are sold at reasonable prices without sacrificing quality.
I always take pride in making myself available to my clients, I have hundreds of restaurants that count on me daily to make sure that they have the necessary items they need to run their business.
I believe this, because without businesses like yours, my business does not exist.
This is the reason that I work for (whatever the business).
They have for years had the same philosophy I have,
take care of your customers and your customers will always take care of you, make sense?....
The salesperson showed in this example he cares about quality as does the company he sells for and that they stand behind their product (GET THE IDEA?)
INSURANCE SALES: Mr. Client, I've got 8 years selling insurance, the one thing I know for sure is that you have hundreds of agents you can choose from here locally .
The one thing I do better than anyone else is that I pride myself on customer service, and have just been awarded again (whatever award) for the 4th year in a row.
This means, that I have been able to provide my customers with best possible insurance that fits their budget, and these evaluations have come directly from the customers themselves.
I also am certified (whatever the certification) which allows me to take care of, (whatever other product you are presenting) so with me I can take care of all of it for you.
I take pride that the majority of my business is from repeat and referrals.
When it comes to Insurance I treat your policy as if I am writing it for a member of my family.
The one thing I also know for sure is this, by providing you with the highest level of service, you are going to want to refer me out as well.
This is how you truly build a successful business,
that make sense?...
OR....
It would be great if in today's digital society, people would remember the things that have worked for years,
like if you take care of your customers your customers will take care of you,
now wouldn't that be nice?....
In this circumstance the agent could have even waxed more eloquent, however he got to the point quickly without seeming arrogant (GET THE IDEA?)
I hope that you caught that at the end of every statement we used a SOFT TIE DOWN AGREEMENT. We need to include this...we must get the customer immediately to understand that we are there to help them.
The easiest way to do this is to get someone to agree with what you are saying and to get their head nodding.....make sense?... See how I slipped that in there?
These are just 4 examples. What a MASTER CLOSER will do is to perfect his or her own personalized short introduction infomercial.
He or She will use it over and over as an introduction that will convey their qualifications to the customer. This needs to show why they are best qualified person to take care of what the customer needs. As stated previously, this needs to be done without coming off as arrogance. By establishing yourself as an expert; you are conveying to your customer that you are confident within your abilities to perform. You are portraying yourself as someone who can be counted on to do what you say you are going to do. Within that confidence you are also projecting competence. You are placing your customer at ease from the onset.
WHOA, NOW WAIT A DAMN MINUTE......I just started with this company / I just got my Real Estate License... I don't have the 5, 8, 15 or 25 years in the business.
I can't say any of that, what now BEAR.......I can just hear you now.
This is quite simple to answer....if the company that you are selling for has been around for awhile you need to piggyback their success onto you. Trust me, they want you to do this.
In the Roofing Salesperson example the MASTER CLOSER would take the company's years in business with their reviews and the quality of their work and project it onto himself.
By doing this the company is the expert.
With the extensive training they have provided you with, you are completely prepared to take care of any needs the customer has pertaining to his or her roof.
Because of this; you as a salesperson with integrity, wanted to work specifically with this company.
Being the expert, means being smart and using all the tools available to you......
The Bear