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Semelhante a 1. Opening Statement Pp
Semelhante a 1. Opening Statement Pp (20)
1. Opening Statement Pp
- 2. STATEMENT OPENING THE compelling practiced prepared
- 3. THE OBJECTIVE engage the prospect create immediate interest
- 4. WHAT DO WE PROVIDE? understandable to anyone simple fewest words possible
- 5. HOW DO THEY BENEFIT? logical benefits emotional benefits
- 6. LOGICAL EMOTIONAL BENEFITS BENEFITS personal & drive urgency support the evaluation & purchase
- 7. DIFFERENT SCENARIOS? what are the
- 8. follow-up voice mail gatekeeper voice mail live at an event live telephone different scenarios
- 9. Let’s review logical & emotional benefits potential scenarios create immediate interest WHAT DO WE HAVE SO FAR?
- 10. KEEP IN MIND don’t close maximize every word and syllable create & gauge interest be specific no industry jargon or unnecessary words general points to remember
- 11. KEEP IN MIND minimize, reduce, decrease, eliminate maximize, increase, grow profit from specific, specifically save, conserve words to consider using
- 12. KEEP IN MIND prevent accumulate, acquire fully immediate, now words to consider using
- 13. KEEP IN MIND I’d like to learn a little more about your business… How are you today? We’re the leading provider of… We work with several of your competitors and… phrases to avoid
- 14. KEEP IN MIND I’d like to see if there are some ways we can… We’ve been in business since… Is now a good time to talk? Did I catch you at a bad time? phrases to avoid
- 15. KEEP IN MIND where you’re from who you are what you sell how your prospect will benefit a question to gauge interest checklist of points to include
- 16. prepared OPENING practiced STATEMENT compelling THE
- 17. Hi, [ first name ]… We provide [ product, service ] in order to help people [ take advantage of, minimize, maximize, prevent, etc. ] [ something of importance ]. I’m calling to see if this might be helpful to [ you, your clients ].
- 18. Hi, [ first name ]… This is [ sales name ] with [ company name ]. We provide [ product, service ] in order to help companies minimize their [ whatever ] expenses and maximize monthly sales revenue. I’m calling to see if this might be valuable to you and your team.
- 19. Hi, [ first name ]… [ sales name ] with [ company name ]. We help companies fully profit from their existing resources through our [ product, service ] that [ does, has, have whatever differentiating point or feature ]. I’m calling to see if you’d be interested in discussing how it might help your [ whatever ] [ efforts, intiatives ].
- 20. Hi, [ first name ]… [ sales name ], [ company name ]. We deliver [ product, service ] which might be able to save you more than [ specific percentage ] on your [ whatever ] expenses. Would you be interested in discussing how it might fit into your environment?
Notas do Editor
- OPTIONAL TRANSITION STATEMENTS Thank you for joining me today. We’re going to review and improve the positioning statements we use when talking with prospects, customers, and clients Today we’re going to create compelling positioning statements to use when we’re cold calling. INTRODUCTION In person or over the phone, windows of attention are typically slammed shut in less than 10 seconds. [ OPTIONAL : use a known figure specific to sales environment] And because the entire sales process depends so much on first gaining the attention of the prospect, the positioning statement’s importance is tremendous. In fact, to treat it lightly is to potentially short circuit [your, our] entire sales process before it begins.
- OPTIONAL TRANSITION STATEMENTS Thank you for joining me today. We’re going to review and improve the positioning statements we use when talking with prospects, customers, and clients Today we’re also going to create compelling positioning statements to use when we’re cold calling. INTRODUCTION In person or over the phone, windows of attention are typically slammed shut in less than 10 seconds. And because the entire sales process depends so much on first gaining the attention of the prospect, the opening statement’s importance is tremendous. In fact, to treat it lightly is to potentially short circuit our entire sales process before it begins.
- SECTION 1: PREPARATION When creating an opening statement, it’s important to remember the objective – to create immediate interest and engage the prospect. Establishing rapport, discovering needs or any other issue is secondary at this point. Again, we have less than 10 seconds of attention so we must focus on the primary objective.
- SECTION 1: PREPARATION The first step is to answer the question “What do I sell?” in the fewest words possible - not in a complex way, but understandable to almost anyone. Forcing someone to think in order to understand what it is we sell will minimize the effectiveness of the opening statement. It should be something that can be communicated effectively in almost any group of people, not just our target audience. Keeping this in mind will help us assure simplicity in our positioning statements. [ OPTIONAL : PROVIDE A SLIDE FOLLOWING THIS SLIDE THAT ANSWERS THE “WHAT DO WE SELL?” QUESTION OR ASK FOR IDEAS FROM THE PROGRAM PARTICIPANTS AND COMPILE THEM ON A WHITE BOARD (Who can provide us with a starting point?) OR ASK THE PARTICIPANTS TO INVEST A FEW MOMENTS TO WRITE DOWN THEIR THOUGHTS INDIVIDUALLY IN ORDER TO ULTIMATELY SHARE THEM WITH THE GROUP (Let’s invest a few moments in individually writing down some ideas in the worksheets you have in front of you.) ]
- SECTION 1: PREPARATION Next, we need to consider how our customers benefit when they buy our product and services, Here we want to review both types of benefits – the emotional benefits and the logical benefits.
- SECTION 1: PREPARATION Emotional benefits are those positive things a customer might experience that affect them more on a personal level. These tend to drive a sense of urgency for taking buying action. Logical benefits are those that support, first - investing the time to even evaluate a product or service and second – logical benefits justify making a purchase… before and after the sale. FOR BUSINESS TO BUSINESS SALES For instance, a [ target audience title, person ] might save a significant amount of money each month by purchasing a particular product. Being the one who made the buying decision and got the ball rolling can help this person be promoted in the future. Or, by making the purchase, the person will remove one thing from their work queue – or get “the project off [ his, her ] plate”. These are emotional benefits. The logical benefit would be saving the significant amount of money each month. FOR BUSINESS TO CONSUMER SALES For instance, a person might buy a particular high-end item for its perceived quality and long-term durability promise – a car, a piece of clothing, high-end fishing equipment, etc. The durability promise is extremely important to many people and would be considered the logical benefit of purchasing the item. The prestige the person feels they might gain from owning the high-end item is the emotional benefit. Both types of benefits are vital to the sales process but both are not necessarily needed for inclusion in an positioning statement. Working through each, however, will help establish a stronger foundation as we lock down the final language. [ OPTIONAL : USE AN EXAMPLE CLOSER TO THE ACTUAL PRODUCT/ SERVICE THE GROUP SELLS OR ASK FOR IDEAS FROM THE PROGRAM PARTICIPANTS AND COMPILE THEM ON A WHITE BOARD (Can someone give us an example of an emotional benefit to buying [OUR PRODUCT?) OR ASK THE PARTICIPANTS TO INVEST A FEW MOMENTS TO WRITE DOWN THEIR THOUGHTS INDIVIDUALLY IN ORDER TO ULTIMATELY SHARE THEM WITH THE GROUP (Let’s invest a few moments in individually writing down some ideas on the worksheets you have in front of you.) ]
- SECTION 1: PREPARATION Now that we have some of the basic facts necessary for our positioning statement, let’s consider where we might have need to use them. The key here is to be fully prepared for each business opportunity that presents itself – fully prepared. [ OPTIONAL : PROVIDE A SLIDE FOLLOWING THIS SLIDE THAT ANSWERS THE “IN WHAT SCENARIOS WILL I NEED AN OPENING STATEMENT?” QUESTION OR ASK FOR IDEAS FROM THE PROGRAM PARTICIPANTS AND COMPILE THEM ON A WHITE BOARD (Someone start us off with one idea?) OR ASK THE PARTICIPANTS TO INVEST A FEW MOMENTS TO WRITE DOWN THEIR THOUGHTS INDIVIDUALLY IN ORDER TO ULTIMATELY SHARE THEM WITH THE GROUP (Let’s invest a few moments in individually writing down some ideas in the worksheets you have in front of you and then put them up for everyone.) ]
- SECTION 1: PREPARATION [OPTIONAL SLIDE] [ OPTIONAL : PROVIDE THIS SLIDE ANSWERING THE “IN WHAT SCENARIOS WILL I NEED AN OPENING STATEMENT?” QUESTION AND INSERT, REMOVE OR EDIT ITEMS INITIALLY LISTED IN THE TEXT BOXES. IF USED CONTINUE WITH…] Here are some situations where a prepared positioning statement would be helpful in [ your, our ] world. [ CONSIDER : LEAVING A FEW KNOWN ITEMS OFF THE LIST TO INVOLVE THE GROUP. IF THIS PATH IS TAKEN, CONTINUE WITH… ] Does anyone have any additional ideas?
- SECTION 2: REVIEW Let’s quickly review what we’ve created to this point. We’ve established that fully prepared positioning statements carry the objective of gaining immediate interest for further discussion with a prospect. We’ve listed the logical and emotional benefits of buying our products and services . And we’ve determined the different scenarios where we’ll need an opening statement. Before we actually begin to prepare our opening statements, let’s go over several points that are important to remember.
- SECTION 3: KEEP IN MIND: POINTS TO REMEMBER First, the general points. Because the window of attention is potentially so small, it’s important to literally maximize every word, syllable and pause. Every moment counts. Next, remember the positioning statement is not meant to close a prospect. Again, it’s about attention, engagement and gauging interest. [ You, We ] don’t want to waste a moment so be specific and don’t use industry jargon and unnecessary big words. Bottom line – be compelling, clear and specific.
- SECTION 3: KEEP IN MIND: WORDS TO CONSIDER USING Some of the words that will likely mean the most to your prospects are listed here. All speak in terms of benefits to them. [ OPTIONAL : READ A FEW BUT NOT ALL OF THE EXAMPLES. ]
- SECTION 3: KEEP IN MIND: WORDS TO CONSIDER USING A few more to consider using…
- SECTION 3: KEEP IN MIND: PHRASES TO AVOID Now let’s review some phrases [ you, we ] want to be sure to avoid in [ your, our ] positioning statements. Some of them might be used elsewhere in the sales process but never should they be used in an positioning statement. The common trait these phrases share is that none of them create immediate interest or encourage the prospect to engage with [ you, us ]. Therefore, their use can waste the valuable moments of the prospect’s attention that we might have at the outset.
- SECTION 3: KEEP IN MIND: PHRASES TO AVOID Here are a few more to avoid… [ OPTIONAL : ASK FOR IDEAS FROM THE PROGRAM PARTICIPANTS (Can anyone think of any others?). ]
- SECTION 3: KEEP IN MIND: POINTS TO INCLUDE Finally, these are the five points we want to be sure to include in our positioning statements. Who you are and where you’re from. This is important but it doesn’t always have to be first. Unless it establishes some sort of credibility or grabs someone’s attention, it may be best to conclude the opening statement with it – especially when it’s used for a voice mail message. What you sell and one of the primary benefits of what you sell to the prospect is obviously needed. These should be specific. Anything vague is generally not compelling and it can also be perceived as untrustworthy. And, when appropriate, we want to be sure to include a question that will help us gauge the interest of our prospect. This appropriateness will be when you feel you’ve gained the attention of your prospect with your first sentence or two.
- SECTION 4: CONCLUSION Team, the value of the opening statement to our sales efforts is tremendous. It starts everything we do. What we’ve worked through and discussed over the last hour are the fundamental elements and points necessary for preparing compelling and refined opening statements that should help us improve our results in getting more sales opportunities into the pipeline.
- SECTION 4: CONCLUSION (OPTIONAL EXAMPLE SLIDES: CAN ALSO BE EDITED) Hi, [first name]… We provide [product, service] in order to help people [take advantage of, minimize, maximize, prevent, etc.] [something of importance]. I’m calling to see if this might be helpful to [you, your clients].
- SECTION 4: CONCLUSION (OPTIONAL EXAMPLE SLIDES: CAN ALSO BE EDITED) Hi, [first name]… This is [sales name] with [company name]. We provide [product, service] in order to help companies minimize their [whatever] expenses and maximize monthly sales revenue. I’m calling to see if this might be valuable to you and your team.
- SECTION 4: CONCLUSION (OPTIONAL EXAMPLE SLIDES: CAN ALSO BE EDITED) Hi, [first name]… [sales name] with [company name]. We help companies fully profit from their existing resources through our [product, service] that [does, has, have whatever differentiating point or feature]. I’m calling to see if you’d be interested in discussing how it might help your [whatever] [efforts, intiatives].
- SECTION 4: CONCLUSION (OPTIONAL EXAMPLE SLIDES: CAN ALSO BE EDITED) Hi, [first name]… [sales name], [company name]. We deliver [product, service] which might be able to save you more than [specific percentage] on your [whatever] expenses. Would you be interested in discussing how it might fit into your environment?