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It used to work well, in a less sophisticated, less cynical world. But then people used to buy wagon wheels and tape recorders in the past, too. It used to be, “Stick to the script and all will be well, for you will sell and sell and sell” – never more, Miranda, never more.

Of course we need to have a basic script that we know, and, more importantly, understand. But these days, people want to know how this sales pitch applies to them: to their lives, needs, wants, circumstances, connections, time restrictions, resources, and abilities. They want to know what the risk is, how it works, and, in some cases, how much money they can make and how soon they can make it.

People want to know a lot more than how wonderful your miracle water or magic juice or majestic car is purported to be. People want to know “what’s in it for me, today?” One of the reasons people want a short, sweet, and carefully targeted message is their addiction to their phones and social media. They need quick, understandable, applicable information. They use a mere 140 characters in a Tweet. They get almost instant replies to their Facebook posts and the texts which they often risk their lives for to receive while driving. Talk about an addiction!

So we need to ask the right questions, dig down, and find the individual’s Hot Button before we vomit a prepackaged, cookie cutter sales script all over our prospects. When I bought a car recently, I saw just how badly most salespeople were trained. Hardly any took the time to ask the right questions and show a genuine interest in providing what we wanted. The same goes for recruiting people.

I teach the salespeople I coach to be like a restaurant waiter or a physician. Ask questions, be adaptable, adjust your pitch, know your product, and be prepared to walk away if you can’t satisfy your prospect’s need. Once you have enough information from your prospect, you will be given “permission” to tell them what to do, how to do it, and when to do it. Look at the situation from their point of view, not yours.

Robin Elliott LeverageAdvantage.com

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