STEP 4. SHOW HOW YOUR PRODUCT OR SERVICE FILLS THE NEED OR DESIRE
You must be flexible in this step to focus on the particular fea-
tures and benefits of what you are offering that will actually serve
the person you are speaking with. Present specific benefits that
fill the prospect’s need or desire or solve his or her problem.
Link the need or desire to the benefits of your product or service
so that the prospect understands the specific benefits of your
product or service.
STEP 5. CLOSE: HANDLE OBJECTIONS
Closing the sale means asking for the order. Do this by asking a
question that provides buying instructions.
DECISION POINT: OBJECTIONS
Time and money are the most common objections. You won’t pre-
vail in an argument on these topics. Build value in the customer’s
mind. Remember, an objection is nothing more than feedback
telling you the customer does not have enough information to
make a decision. Go back to Step 3 and reestablish value by offering
a different perspective, then continue through the steps in the
map. Go through this loop at least six times before you give up. The
top salespeople who make the most amount of money do. Amateurs
quit after the first or second no.
Your exact application of these steps depends on the product or
service you offer. For example, Steps 3 and 4 will take more time
and have greater educational content than shown in the examples
if you are selling complex or technical products or services. In situ-
ations where a group makes the buying decision, likely you will have
to spend more time on Step 5 to deal with objections and obtain
buy-in from several people. In many cases, intermediaries are un-
aware of the requirements and preferences of their bosses who ac-
tually make the decisions. Do not rely on intermediaries to describe
your product or service to decision makers. During the initial phase
of the sales process, make sure all the decision makers are present.
If they are not, you will waste a lot of time and will have to do your
presentation over again with all the right people involved.
Self-Promotion
You have permission to do this, but only if you give it to your-
self. Self-promotion is essential to move ahead. It cannot be very
Self-Promotion 227