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| A Note from the Editor |
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The Power of You. You is by far
the most powerful word in sales. When you make what Anne
Miller calls a "You-Turn" prospects will be
far more interested in and receptive to what you are saying.
What's Buzzing? There's been a big time response
to the new e-book, 101 Cold Calling Tips For Building
New Customers In A Down Economy. If you sell by phone,
this is pure gold. It's guaranteed to increase your sales.
However, before you invest your 18 bucks, you can see
what all the buzz is about here. |
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| All the best, |
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Tina LoSasso
Managing Editor, SalesDog.com |
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Make a "You-Turn" to Sell More
by Anne Miller
Which would you rather look at: pictures of my friends and family,
or pictures of your friends and family?
Let me take a wild guess––you would prefer to see the latter.
You know your friends and family. You relate to them. You have feelings
about them. You "see" yourself with them. You have none
of these reactions or connections to pictures of the people in my
world.
In selling or presenting an argument, every time you say, "I
/ We have..." "I / We do..." "I / We can..."
or "I / We think...", you are, in effect, forcing your listeners
to "look at your pictures." This creates no particular emotional
reaction in them and little inclination to buy what you are selling.
Presenting everything from your point of view makes you guilty of
"I-Strain."
Make a "You-Turn"
People care about what they get, not what you have. They get excited
by the pictures they see in their minds, not the pictures you see
in yours.
Next time you speak with a prospect, change your pronouns from a speaker
to a listener focus. Here are some examples:
"You'll like how easy it is to implement" vs. "Our
programs are easy to implement."
"When you work with us, you'll be able
to customize the software to your needs. For example, you can..."
vs. "We have software that is easily customizable. We can..."
"As you look at the chart, [you] notice how consistent the growth
has been in all markets." vs. "I want to point out how consistent
the growth,..."
"Something you'll find particularly interesting is how you will
be able to... vs. "I think it is particularly interesting that
our process lets people..."
"Clients [implied is 'like you] are able to double their..."
vs. "We produce very good ROI on..."
"You may be wondering, how does this work?" vs. "Let
me tell you how this works.
"In summary, working with ABC, "you'll get..., ..., and...
to meet your objectives." vs. "In summary, WYZ (my firm)
has....,...., and ... which makes us your best choice."
The power of "You"
Pronouns matter. "You" draws people into what you're saying.
It gets them seeing themselves using your product or service. It fires
up their imagination as to the possibilities of your offer. Bottom
line, the pronoun "you" makes a huge difference in how your
buyers receive what you are saying.
At first, making "you-turns" may feel a bit unnatural as
you are no doubt very proud of your product or service to help clients
and you want to share that enthusiasm. However, like anything else,
the more you practice it, the easier it gets, until it becomes totally
automatic.
Try it, you'll like it
On your next phone or in-person call, make more "you-turns."
You'll notice how much more receptive your listener will be. You'll
feel more connected to your listener. You'll have a much easier time
moving forward in the sale cycle.
Anne Miller is a popular sales and presentations expert and author
of the book, Metaphorically Selling: How to Use the Magic of Metaphors
to Sell, Persuade, & Explain Anything to Anyone. She works
with people in high stakes situations and clients like Yahoo!, Citigroup,
and Time, Inc. to sell millions of dollars of business every year.
Visit her site at www.AnneMiller.com.
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