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When you’re selling services and other intangible things, it’s
important to include a proposed solution to the prospect’s challenge
and a story about how that solution has worked in the past.
That solution coupled with a story is one of the only ways for a
prospect to get a true feel for what they’re buying.
Think of it this way. Say you go into a jewelry story to buy diamond
earrings. You describe the earrings you want while the jeweler
listens carefully. He then says, “I think we have just what you
want!” He disappears into the back of the store, only to return with
one of those boxes that are just large enough for earrings.
He says, “I’ve got your earrings in here.” Of course, you want to
see them. But imagine what would happen if he said, “I’ll only show
them to you if you buy them from me.” You would be incredulous.
Yet that happens in presentations every day. Business people deliver
presentations without presenting solutions or telling success
stories. In a sense, they’re expecting people to make big decisions
on solutions for their business without any sense of what the
solution is or whether the team can execute. In a sense, those
businesses are expecting their buyer to plunk down money for unseen
diamonds.
But if you describe a proposed solution coupled with a story about
how the same solution has worked elsewhere, you are helping the
prospect see what they’re buying. You want the prospect to say, “Oh,
so that’s how you plan to reduce my accounting costs. That’s how you
did it with a company just like mine!” In a sense, the plan,
packaged with a story, is your way of showing the diamond
earrings in the box.
At Speechworks we
help our clients learn how to communicate in a way that connects and
persuades. If you’re interested in becoming a great communicator
give us a call at 404-266-0888 or check out our website at
www.speechworks.net.
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