“I’m going to try my best to do a great ‘elevator speech/benefits statement’ so the customers know exactly what we do”. We put so much time and energy into coming up with this big introduction/benefit statement and honestly, it is not as important as any of the other things that we do.
This thought is on the mind of most sales people. They feel that they have to have some great, two-sentence explanation of what they do, and that will help sell it. Now, it is important to summarize what you do, but that is not what sells. Let me illustrate this point. Think about the last time you read a book, and then saw the movie. Which is typically better? Well, almost every one I talk to says the book is better. Why is that? Because when you read a book, you have the ability to create what the scene looks like, what the characters look like, even the voices and sounds therefore the story becomes yours. When you put something in your own brain, you are able to create what it looks like, and what it sounds like, and what it feels like to you. You attach more directly to the story because it becomes yours. Your interpretation of the events as opposed to some producer, or director’s interpretation of what the story should be. This is the same reason why telling someone what you do and the “features and benefits” of your product or service is much less powerful then asking great questions and getting them to see how it can help through their own eyes.
When you tell someone why they should work with you, what the benefits are, what the advantages are, those are your interpretations of the benefits or the advantages that you offer. When you ask really good questions to get people to think about what is important to them, it is their idea. If that they had the ability to use your product or service and what difference would it make to their organization it allow them to begin to interpret their own book.
— If they had success in a particular area, how we can change things, it is a lot of those kinds of thought provoking questions that allows a prospect to see the advantage on their own, on what your product is supposed to bring. So, ask me questions is really much more important than coming up with an important benefit statement.
There are a couple different types of questions. The first question that I talk about is what I call big picture questions. Big picture questions are thought provoking questions that are questions about the person that is talking about the overall situation. For example, talk about the goals that you set for your organization, and where you are along the line of those goals. Right now it is plug in the date and if it was project to ourselves a year forward, if it was one year from today and you were to look back
So you have the ability to ask big-picture questions and get people to think. So if you say, if a year from now you were to look back and say, that was a really successful year, what would have had to happen over those 12 months to make you say that? What are the things that you fear the most over the next 12 months and what are you doing to avoid them? What are the things that are in your way in reaching your goal, and how are you planning on working around those things? What does success look like to you? There are so many what I call big-picture questions, and when you ask questions like this, it allows that person not only to think, but to put things in their own perspective. And when they give you the answer, the answer is coming from their own thoughts and their own processes.
The second type of question is what I call advantage questions. Advantage questions come directly from what you believe the advantages are that you portray. For example, if you sell advertising in a very high-end magazine, you might ask the question: talk to me about how you get in front of high-income, or high-net worth, individuals now. And if you had the ability to get in front of more of them, what would you say? So it forces them to think about not only being in front of two potential clients that they’re trying to get in front of it, but it has them think about what the message would be. It begins to develop where you’re going to go with your recommendations or proposals in the end. So rather than you saying, here’s what you can do, the difference is coming up with question to get them to self-realize it. Remember when you read a book, it’s the author’s interpretation of those words, but you have the ability to put what it looks like and feels like. When you go to the movies, it is purely the director and the producer’s interpretation. It’s much more effective when it’s yours.