Sell the sizzle not the steak. Learn to state how your products and services impact your customers instead of saying what you do. You’ll create interest and curiosity to hear more of your message. You start by knowing what benefits you bring to your customers. If you sell oil you help your customers reduce downtime. If you sell sales training the benefit you bring is producing a shorter sales cycle. If you sell package shipping you bring your customers increased productivity with less stress. Give your listener an idea of your ideal customer. Try to make the description general within your desired prospect group so you include as large a group as possible. Your target customer group should also be a desirable group to be part of. Three examples of a target customer are large fleet operations, successful business people, or companies looking to establish long term customer relationships. Tying both elements together, you could answer when asked what you do, “I work with manufacturers and large fleets who are looking to reduce downtime by selecting quality lubricants.” When you get creative and think of the possibilities of what your products and services can do, you expand the possibilities for your sales.
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