Every day, over the past few weeks, I'm receiving an email or message on LinkedIn or Facebook Messenger from someone who has been reading Eat Lunch: Winning Clients away from your competitors. Most of these notes are meant to inform me that the content of the book helps them to get better sales results, and many of them relate to the language that I had had. A habit of demonstrating to conduct an effective prospection.
The wording says, "I'm calling to ask for a 20-minute presentation where I can share with you the four trends that we believe will have the greatest impact on companies like yours over the next 18 to 24 years. month".
Language is my attempt to share what works now, making it practical and tactical. One of my biggest complaints as a reader is when teaching authors provide a concept without demonstrating it in a way that makes it easy to use. I have tried to make these three books something like field notebooks, something you can use. Having said that, I do not want you to be mistaken about the principle of practical and tactical application.
The underlying principle of the language sample above is the market value rule. The market value rule states that one must provide a value equal to or greater than the commitment that they seek to obtain. You break that rule when you say, "I would like to introduce myself, talk to you about my business, and learn a little more about you and your business." I did not decide that this offer was not worth it; Potential customers we contacted concluded that it offers too little commercial value for their time.
Here's what you need to know. The language is now working, in part, because it is a new and innovative approach, which now indicates that the person making the request has something worth sharing in twenty minutes. But the real power lies in the principle: the market value.
When you realize the principle, you open more opportunities to exchange value. You can propose to analyze the current processes of the client of your dreams and report on what they might have to do differently to get better results. You may want to share an assessment of the sector to show where it is going and what makes you a leader or laggards in the sector. You can do something as simple as inviting your dream client to a customer forum to listen to you, and some of your existing customers are sharing the changes you feel are needed to improve their collaboration with the customer. ;to come up.
The principle here is more than the example of Eat their lunch. In addition, it applies generally to all the commitments your customers need. That's why I published a chapter on market value in The Lost Art of Closing before publishing Eat Their Lunch.
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"In The lost art of the fenceAnthony proves that the final commitment may actually be one of the easiest aspects of the sales process – if you have set it up well with other commitments that need to be made well before closing. The key is to guide customers through a series of necessary steps designed to prevent a stall of purchases. "
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