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4. OFFER BENEFITS NOW.
The third and fourth rules join the second in separating clerks from salespeople. Clerks describe. Salespeople sell. Clerks are forever doomed to a secondary income level because they lack the ability to project the immediate benefit (an emotional component) above a feature (an intellectual component).
We see scenarios like this all the time--a "describer" competing weakly with a true salesperson. The describer shows an automobile to a husband and wife and says something like, "This vehicle has MacPherson struts and overhead cams. It idles at 1,700 rpm . The platinum-coated ignition is moisture-resistant to 30,000 miles."
The salesperson says something like, "Wait till your neighbors see this beauty parked in your driveway. It's pure class--from bumper to bumper. Why, even the ignition is plated in real platinum." Now, who is more likely to sell that automobile to the Mr. and Mrs.?
The clerk's pitch might work, if the prospect is one of those hot shots who is looking for MacPherson struts. In that case, the prospect will relate and react to the mention of the struts. Just remember that everyone has a different hot button. For examp le:
*Does your client want an immediate return on her investment "You'll start cashing in on this equipment this afternoon."
*Is she trying to get more control over her cash flow "Wait till your accountant sees the difference between this month and last month."
*Is your client looking to make more money by offering her customers more services "I have a suggestion. Start calling your customers right away and tell them about your increased capacity."
*Or does she want to become more efficient so she can have more leisure time? "So you're a tennis player? Start scheduling some games, because you're going to have a lot more free time now."
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