Benefit Lacing

When making a recommendation don't forget to "Lace" a benefit to your statement. "Benefit lacing" is the practice of reminding a buyer why the purchase is a good idea when asking for a commitment. For example instead of saying "

You can have a 6 inch ad in the Anytown Shopper
for $100."

say

"We can put you ad in the Anytown Shopper which
reaches every home in Anytown, Sometown and Nowhere, a total of 30,000 homes. A 6 inch ad will allow you to list your weekly specials and tell people about your new showroom. This will only run $100 which is only 3/10 of a cent per
home."

You can see how reviewing the benefits and selling points when proposing a customer solution put the focus on the value rather than the cost of the program. This reassures the hesitant customer that they are doing the right thing and will greatly improve your closing ratio,





Keep Smiling, Keep Selling!





Thanks





Jim Busch

Talk about their favorite people

The best way to keep a customer engaged is to talk about what interests them. One of their favorite things to talk about is their customers. As a sales rep, this should also be one of your favorite subjects as well. Customers are what we sell. The more you know about a prospect's customers, the better job you can do creating a program that will reach their target market. Here are four basic things you want to know about their customers

Are they:

• Young or old (The age of a typical customer)
• Rich or poor (The household income of a typical customer)
• Near or far (How far will customer's come to do business with the prospect)
• Male or Female (The gender of a typical customer)

It is important that you know these basic facts before crafting a recommendation. This information will help you choose where to place an ad and what to say in the copy.

Keep Smiling, Keep Selling!"

Thanks Jim Busch