Salespeople – Use Your Six Figure Money Back Guarantee!

January 5, 2010 by  Filed under: Sales 

In journalism there is a famous flaw that you’ll see in many articles. The author “buries the lead,” meaning the most catchy, interesting morsel is in the piece, somewhere, but the reader won’t see it until it’s too late.

A similar mistake occurs in selling. Many sellers feature a so-so fact or statement first, and finally, if they aren’t already shut down, they get to the “meat” of what they’re trying to convey. This is especially the case with those that are trying to use a consultative model for selling, using probes to evoke customer needs. Few listeners have the patience to answer several questions, up front.

For instance, I work with a company that offers a $100,000 money-back guarantee. To me, that figure is a grabber. If their advice doesn’t work out, clients can demand a six-figure refund. This firm is using the guarantee as a CLOSER, a reason to jump off the fence, and to buy now. And there’s nothing wrong with its utility in this regard. But why not make this compelling offer a part of the “headline?”

It immediately distinguishes the company from its competition, sending a clear message, and its sheer confidence and lack of equivocation is a definite invitation to listen to the rest of the offer. And then, of course, the same $100,000 assurance can be used in the close. If it’s that potent, it bears repetition. Examine your standard sales talk and ask this golden question: Am I burying the lead?

Dr. Gary S. Goodman is a top speaker, sales, service, and negotiation consultant, attorney, TV and radio commentator and the best-selling author of 12 books. He conducts seminars and speaks at convention programs around the world. His new audio program is Nightingale-Conant’s “Crystal Clear Communication: How to Explain Anything Clearly in Speech & Writing.” His web site is http://www.customersatisfaction.com and he can be contacted at gary@customersatisfaction.com.

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