Imagine your blood racing as the previously closed doors of the executive suites magically open … because you know the secret words.
The words that establish trust, build your credibility as
the authority, and compel the decision maker to meet with
you and only you.
The words that get you face-to-face, high-level meetings,
trim weeks off of the sales cycle and add tens of thousands
of dollars to the size of the contract. Words that
repeatedly level the playing field and position you as
equal to your executive-level prospects.
Words That Keep Gatekeepers From Asking Annoying Questions
Like, “Who are you?” “Don’t you know, he doesn’t handle
that sort of thing?” and “Could you send me something in
writing?”
To really “get” the power of the words you gotta know that
your high-level prospects are consumed with finding answers
to three pressing questions:
1. How to increase revenues
2. How to decrease expenses.
3. How to quantifiably improve communications.
To grab the executives’ undivided attention you must
quantify your ability to do one of these things. Use a
number that’s significant enough for consideration, a
number that’s not so high as to make him think, “Yeah,
right.”
Here’s How To Create The Benefit Statement, The “Phrase
That Pays” … Big.
Fill in the blanks about what your products and services do
for your clients: “We (increase/decrease) __________ your
(revenues/expenses) _________ by 20%.”
Then use the statement,
• In your cold calls to company presidents
• In your email signature
• On the top of your faxable one-sheet executive summary
Recently, one of my clients came to me with this benefit
statement:
“Lighting the path for people and companies worldwide so
that they can see the path to their dreams and goals. Our
goals are that we leave a lighted path in the darkness
wherever we’ve been.”
I didn’t need to ask, “How’s that workin’ for you?” I
already knew.
By the end of our consultation his benefit statement had
emerged as: “Increasing your profits by 20% or more.
Guaranteed.”
He said, “Suddenly industry leaders I’ve been pursuing for
more than a year, want to meet with me!”
Scheesh! By the time we’d finished with his benefit
statement I wanted to meet with him!
Now, your mission should you decide to accept it, is to
craft your own powerful benefit statement using the
template above. Use it and you too will “Top Dog”
decision-makers practically sit up and beg to do business
with you.
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Forward this article to friends-they’ll thank you for it!
For your mini-course “Jealously Guarded Secrets to Cold
Calling Company Presidents†visit
http://www.ColdCallingExecutives.com ! Or call Cold Calling
Expert, Lead New Business Development Coach, Leslie Buterin
(like butterin’ bread) at (816) 554-3674 9-3 CST (that’s
Kansas City/Chicago Time)
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