Love Your Heart, Rebuild Your Spirit

Ruin Not Thy Word-of-Mouth Quest


 

Robert D Clarke, copyright 2006.

"The greatest power is often simple patience."

                        -  E. Joseph Cossman

Highlights

Opening a sale is more difficult than closing it

Most valuable word in your presentation: Consider


Introduction

One of my mentors is James English. He consults to sales organizations, large and 

small. He has been self-employed for more than 40 years. Invariably, he is contracted to 

help staff close sales. Jim believes people have more trouble opening the sales process 

than closing it. I agree.


Most Valuable Word in Your Presentation

Sales trainers teach you to present to people who have needs you can fill, and who have 

money to pay for your service. Jim determines (in seconds) whether a prospect is 

interested in his services. His opening statement is, 'May I request an opinion and 

direction from you?' The answer is usually affirmative. He continues with a statement 

tailored specifically to his listener, then uses the single most valuable word in an 

opening presentation.


Let me demonstrate, using Network Marketing as an example.

'It seems every successful person in Network Marketing tells me their team members are 

reluctant to present the business opportunity to potential recruits.'

Let your listener think about your statement. Generally, they’ll give you their opinion 

about its validity. When they’ve responded, (usually with a nod or a statement), continue.

'If I could show you a way to overcome your team’s reluctance to make presentations, might 

you consider doing business with me?'

Pause before consider. Emphasize the word. Pause after consider. There is no other word 

which so quickly qualifies your listener.

And Their Answer Is...

Yes, I’d consider it. 

They’re not immediately committing to buy your service, yet given you permission to 

continue. Although they may not say it, their mind is thinking, 'Tell me more. If I like 

what I hear, I may buy.'

No, I wouldn’t consider it.

Thank them for their opinion. Ifthey are not open initially, they never will be. Move 

on. They saved both of you time which would have been totally wasted.


People don’t like to buy. They don’t want to be sold. Your time to attract their interest 

is restricted to about seven seconds. In that time, you can ask only one question.

Who could I talk to who may (pause) consider (pause) my services? This open-ended question 
focuses your listener on a specific person.

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