Six magic words are often overlooked when salespeople prepare and deliver their sales presentations.  They are six words that every prospect and every customer wants answered:  Who?  What?  When?  Where?  How?  Why?  Basic Sales 101, right?  Sure, but often ignored.

Sales presentations are composed of words - ones that paint mental pictures in the buyer’s mind and illustrate the benefits of your product or service.  Words also help dispel your customer’s fears and convince him or her to buy.   These six magic words are foremost in the minds of customers during your presentation.

Who will benefit from this transaction? 
If it’s a one-party benefit, you have not made a sale.  It’s a gift or a theft.  Customers and prospects want to know who else in the industry is already using your product or service.  Who else is important to you, too?  Always ask your customer, who else do you know who would be interested?

What your product or service will do is more important than what it is.
Describe what the product or service will do before launching into an explanation of what it is.  A curiosity factor of “What is it?” can be a powerful interest stimulator if handled properly.

When a purchasing decision is made can often be more urgent to you than the prospect or customer. 
Even if they need your product or service, they don’t normally feel the same sense of urgency that you do about closing the sale.  Customers know that high-tech and big-ticket items are not made immediately.  Smart salespeople figure out in advance several reasons why it is more advantageous for prospects to become customers today rather than later.  You need to provide the answer to their question - When?

Where is the best place to buy the product or service you’re selling?
Don’t just assume that your client knows you are the source.  Your job is to educate them not only on the product and service but on the benefits that you bring to the sale.
      
How can your prospect buy what you’re proposing? 
They often don’t know what they have to do to make a purchase or how easy you can make the transaction for them.   Break the overall cost down to payments or special terms.  Discuss them early in the presentation and your closing will be much easier.

Why should any prospect or customer need or want what you’re selling?
And why should they choose your product over Brand X?  Why should they buy from you?  Answers to these questions must be provided by you before the prospect or client asks, “Why ….”

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Lindy Clarke Hall  - Realtor   |2009-12-01 07:42:55 Just a little FYI.... I've been receiving your "Report" emails lately... very informative; good stuff.

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