Today I was working with a rep as she was selling a web based program to a customer. She was selling a run of site program (ROS) and the customer was very interested. She then described the ROS program as the impressions "Leftover" after other advertisers bought specific pages. The customer then said "I'm not sure I want to buy anyone's leftover ads." We were able to better explain the program to the customer and make the sale. One word almost killed the deal. Mark Twain said that "the difference between the right word and the almost right word is the difference between the lightning and the lightning bug." Be careful when you choose your words. Two words may have similar meanings but communicate radically different things. Think about the different effect of words like "smell" and "scent" and "aroma" Which one would you use in a perfume ad. When you are making a presentation, note how customers react to specific words and use this feedback to refine what you say. Pay attention and you will improve with every call you make.
Keep Smiling, Keep Selling!
Thanks Jim Busch
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