Thursday, May 7, 2009

What's Your Hook?

Have you ever watched a preview for a movie and instantly decided whether or not you'll watch it when it comes out? I know I have! The same thing can happen with your prospects. "The best television shows, Hollywood blockbuster movies, and novels start with a great attention-getter. Something to quickly captivate people. In other words, a hook," says sales trainer Kelley Robertson.

"This is a highly relevant concept for salespeople," Robertson continues. "If you don't capture the attention of your prospect or customer immediately, then you will have to work that much harder to get the sale. Buyers and key decision-makers are extremely busy and they don't want to be forced to listen to irrelevant information. A good hook has nothing to do with your company, how long you have been in business, or what awards you have won."

"A hook is something that will cause your prospect to sit up and pay attention," explains Robertson. "It can demonstrate that you understand a current business challenge your prospect is facing. It should entice your prospect and cause them to want to hear more."

Here is an example:

"Mr. Prospect, research has shown that when two companies merge, overall productivity drops by as much as 28 percent. What have you experienced since you began your merger? Call me at 555-1234 and we can discuss ways to prevent this from occurring."

"In today's highly competitive business climate you need to stand out from the crowd so before you make your next sales call, determine your hook."

As President of The Robertson Training Group, Kelley has helped thousands of professionals improve their business results with his engaging approach to sales training and speaking. Learn more at

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