Thursday, January 03, 2013
This Should Work, I think, maybe
Just imagine how your client or prospect might feel if you preface your big promise with the word “should”.
If you were on the receiving end of a sales pitch that included the qualifying statement “it should work” – would you buy?
Not me. That’s for sure. When I hear the word “should” from an expert, I immediately gather my valuables and retreat as a quickly as possible.
That word in a sales presentation means that the expert is not certain and is NOT taking responsibility for his product, advice or mistakes.
There is a place for the word should – but not in the big promise of your sales presentation. The big promise is the main benefit that you are offering. If it’s so shaky that it’s only worthy of “it should work” it’s not a convincing benefit.
If you are giving advice you can include the word “should”. If you want healthy teeth you should brush and floss every day.
See the difference. Use the word “should” in a logic statement. If you want B you should do A.
If you want to build a good relationship with your clients you should not lie. Don’t make promises that you can’t keep. If you want to sell a product or concept you should not use the word “should” when presenting your “big promise”.
If A doesn’t always lead to B then you might qualify with these type of statements:
“Our clients have achieved an 85% success rate.”
“When maintained correctly this equipment lasts 20 years.”
“When you follow our process we guarantee success.”
If you feel compelled to insert the word “should” into your sales presentation, you might need to change your job and sell something else.
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