POWER Words That Can Increase Your Sales 2-3 Times
I suppose I'm like every other business owner out there that has
looked for the Power Words that will deliver the Holy Grail.
When you find them you will know because your sales will leap
forward. I found them, but it wasn't where I had been looking.
I had looked through lists upon lists of supposed "Power Words"
in sales books, e-books, online articles, etc. What I found was
that it wasn't something out there, it was inside of me. I had
just been using the words I already had wrong.
Most of us have been saying things like: Either I am, or my
product is the BEST, the BIGGEST, the BADDEST, all comparing
myself to others, but not truly defining what the BEST is. That
leaves it up to the prospect to come to his own conclusion what
your value truly is.
People buy based on your perceived value, so allowing them to
come to their own conclusion as to that value is too broad, too
vague, will be different for everyone that hears you say it, and
just isn't a clear picture of your true value.
Let's start down a path of discovering your true value that you
will use to define that to your customers from here on.
I'd like for you to take out a piece of paper and write 4 column
heads across the top of the paper. From left to right: *
Product/Service * Benefits/Results of my product * Why buy it
from me (benefits/results I offer) * Measurable results (for
both product and me)
Consider this an ongoing worksheet and exercise that will
continually change over time. It is a thought process, so don't
shoot for absolute perfection on the first pass. I want you to
start thinking in a new way. It will get better once it has
started you thinking in a new direction.
Why are we doing this? Most of us have been selling a
product/service. We should stop selling and talking about the
product/service and start talking about the benefit and results
that the product brings.
o Product/Service Under the Product/Service column list ALL of
your products and/or services
o Benefits/Results of my product For each product/service list
its benefits right beside it in the column to the right. Make
sure that you list the benefit as a result that the customer
will receive. Do not list an activity that you do for the
client, list ONLY results. This is the reason people buy your
product, the results they get from it.
o Why buy it from me? Once someone has decided to buy your
product, then they start looking for Who is the best one to buy
it from. So, this is another benefit/results column, but it is
for YOU. List the benefits/results that you bring. Assume that
there is someone just like you on every street corner selling
that same product. This column differentiates you from everyone
else selling that same product. Why buy it from you?
o Measurable results This last column is where the real
differentiation will occur. I want you to take the benefits of
the product, and the benefits of buying it from you and turn
those into a measurable result. I'm going to use another
business coach's example for this.
o Product -- business Coach o Benefits -- Increase business o
Why me -- I deliver results, not just training.
Selling "the benefits" of the product instead of "the product"
is certainly a positive step, however, "increase business"
doesn't define the value to a customer. A prospect has no idea
what this means to him. He may certainly be in pain and wants
more business, but there is no definition of the true value. The
same is true of "Why me."
By going to the last column and making "increase business" a
measurable result we can turn that into a really powerful,
grabber statement. Define a measurable result for both the
product, and for what differentiates you.
Many times I hear, "I can't measure it," "my results are all
over the place, so how do I define this." If you don't know your
results then how can you define your value to your client? And,
if you don't know your results how in the world can you deliver
them to a client? How do you know when you have achieved success
if there isn't a measurable level that says...."Success! I'm
here."
Believe me, this is one of the most critical questions you may
have about your business.
Don't feel bad if you don't have the answer, most don't at
first. And this one thing will make you not only stand out in
that crowd on the street corner, but will turn your business
into the most success you have seen since starting it.
For your first pass, define 1) Average results (I force my
clients to answer this even when it seems hard, just take your
best shot at it and write it down) 2) Minimum result (what is
the lowest result you have ever delivered) 3) Maximum result
(what is the absolute best result you have ever delivered)
Once you have some definitions of what we've measured, and how
(average, minimum, maximum), now I want you to think how you
would define this to a prospect:
Examples: o Average might sound like, "My typical client doubles
his business in 3-4 weeks". o Minimum result might be stated, "I
will guarantee that you will at least .....," or "Every client
has at least...." o Maximum result might be, "I have had clients
that .....[have grown their business 10 times in weeks]"
It has to be factual and it has to be stated in a way that you
feel comfortable that you can do it, or have done it in the past.
What this does is establish a clear picture of your value to a
client. It changes "growing a business" into "doubling a
business in weeks," or "$100K increase." In either case, it is
putting a measurable value into the prospects field of vision.
It turns a vague benefit into dollar signs the prospect can
clearly understand. It differentiates you so much that you will
be standing out in a crowd of others that do what you do...AND
they aren't doing this.
It's almost like looking into the prospect's eyes and seeing the
dollars signs flashing buy like it does on the gas pump as we
stand there.
Use these measurable results in your marketing material, use
them in your networking elevator speech, use them on your
website and watch your results go through the roof. I've seen it
happen over and over.