[J] Understood!

[T] Just to reinforce my thoughts on change, just think about this.....Years ago Pony Express took 18 days to get a message from east coast to west. If our email takes 18 seconds today, we're calling tech support to find out what's wrong! Times have changed dramatically in all areas and selling is no exception.

[J] Is there one particular method or technique that you find is still in common use in many businesses, which should not be used in today's marketplace.

[T] There are lots, but there is one particular methodology which I hear about all too frequently and is worth "putting it to bed" right now. It's a very tired old idea which you may have heard of or some may even be working...heaven forbid!

It goes like this: The sales process is split into three main areas: Warm up, presentation of product, then close.

In other words, seller "warms up" buyer with a little friendly chat about weather, golf, holidays etc. He then moves on to demonstrate his product, showing features and benefits and why buyer should choose this product over any other one in marketplace.

The buyer then moves on to "tough bit" (the close) and normally conversation goes from being pleasant and open to one with both parties twitching and getting more tense by minute.

[J] I hate to admit this Terry, but I've seen this method taught recently at a seminar I attended!

[T] I know it still goes on and in a way I'm glad you've seen this. It's old hand-me-down stuff. But, without question, in this day and age, this form of selling is nonsense. Let's put these tired old ideas to bed quickly by asking you to think back to your schooldays.....

[J] Just a few years ago!

[T] Me too! At breakfast, your Mum gave you your bowl of cereal and sprinkled a spoonful of wheatgerm flakes on top. You didn't notice wheatgerm and you never questioned your Mum as to why she added these flakes. Just think, if Mum had let you finish your cereal and then popped a spoonful of dry flakes in your mouth! You'd have coughed, choked and spluttered and Mum would not have been most favourite person on block!

So it is with professional closing. If you separate "closing" part, buyer will choke. Make it a little more palatable for him. Just a little closing sprinkled throughout presentation and he'll not even notice!

[J] Wow, that's a powerful analogy - I like that!

[T] Conversational, matter-of-fact closing throughout meeting is a technique that's invisible to buyer. It's methodology for today's markets.

[J] So, that's how top salesmen do it?

[T] It is, but I bet if you asked a top salesman how he closes business, he'd scratch his head and probably be unable to give you a precise answer. I guarantee though, that his methodology was so rock solid that there was probably no need to "close sale". It was a "done deal" part way through.

[J] So, message for salesperson is "get updated" then?

[T] What I'd say is this, Jan, if you don't know how to sprinkle wheatgerm on your cereal, or you don't automatically integrate your closing, then you must be on "happy pills" to keep smiling after all those rejections!

[J] If they weren't before, they may be now! Well, Terry, It's been a real eye-opener speaking to you. Thanks for your time.

[T] Just a thought to finish our discussion, Jan. For your next appointment........... Why not use a "which would you prefer" question early on in meeting?

Like, "Nice to see you, Mr Jones. May I ask...would you like your wheatgerm sprinkled so you'll hardly notice it, or would you prefer me to give it to you at end, all in one mouthful, so that you cough and choke for ten minutes?"

Only a joke. Honest!

Now before you say this can’t be applied to your business, I want you to think again. It can work, and it will work if you do it right.

Everyone has competition. Even someone offering a truly unique ebook about a business opportunity has strong competition from all other ebooks with different business opportunities. But smart marketer will create a unique position so that their business opportunity ebook is obvious choice.

Let me give you an example…

I own a copywriting business where I write sales letters and ads for clients. And competition in this market is pretty strong. But, by creating my own unique position I’ve been able to do quite well.

My unique position is being able to write copy that’s effective and gets results for about 1/4th price of my competition. And a deeper look at my position points out that people don’t need to spend more to get same results.

So, how do you come up with your own unique position that will let you make more sales?

Think about how your product or service is different than your competition. And think in terms of a strong benefit that your prospects will find desirable, but is only available through you. You want to be able to say, “If you want _________________, then this is only place to get it.” And if you can fill in blank with a strong benefit your prospects want then I can guarantee you’ll realize more profits because of it.