Always create a clear mental picture of what is the “now” of your prospect. Determine which they enjoy and which they want to upgrade. When you have garnered those information, your next goal is not just to give a compelling pitch that positions your offer as the solution. But a concise, customized, compelling pitch. This literally means that you don’t necessarily spill all the available benefits during your presentation. Why? Consider these.
1. To excite the prospect to ask for more.
There is no such prospect who loves ALL the benefits of your offer. It is your art to identify which among the features would excite their purchase. When they ask more about a specific benefit, listen intently. This is when questions give you advantage to identify what is it that they truly want. Apart from this encourages interaction, this also helps you to focus which benefit they want to be involved with deeper. Pitch that so well. Sprinkle your tools of the trade like fact-benefit close and third party stories. Then, Ask for the sale.
Closing a deal is a time-pressured exam. It is not an enumeration. It is an identification type. Turn that out to be your advantage.
2. To value both the prospect’s and your time.
Closers know the difference between a “fastened” pitch from a “hurried” pitch. Surely, we can all shorten the presentation. However, it takes practice and sharp judgement to master which benefits to retain and which to reserve for a specific prospect. This falls us back to consider first the mental picture of your prospect’s NOW.
3. To BOTH win the negotiation.
Reserve 2-7 benefits as currency of concessions in case for a bloody back end fight. Lowering the offer should be the last thing to do. List those benefits as elements of surprise as you negotiate. Surprises close deals.
Closing a deal is a time-pressured exam. It is not an enumeration. It is an identification type. Turn that out to be your advantage. If you could help the prospect own the solution to their problem within the shortest time possible, why would you (both) choose to prolong it? Filter the benefits. Don’t waste your time. Don’t waste that deal.
JOHNDAPPERCLOSER 