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A potential customer comes into your store and ambles up to the counter. “I’m going to need some of those flag things to put up around my work site.” Your moment for a potential sales has started. If you’re like most of us you’ll quickly jump into your comfortable routine, one you repeat over and over every time someone comes in. This may be to lead them across or point them in the direction of the aisle where the marking flags are stored, it may be to pull out a catalog and flip open to the marking flags section, or you may have a different routine. What I would like to present you with in this article are three steps to take no matter what routine you have and no matter what type of product you are selling. These three steps may get you to question and change your routine, or quite possibly you’re right on track and they will just confirm that you are doing the right stuff already.

Step One, Product Features

This is the obvious step and that most of us are already doing. At this point the subject of your description is the product itself.

“These marking flags have bright colors that come in many options and we can custom print on them.”

We are talking about an inanimate object in this sentence-a marking flag. It doesn’t have emotions, feelings, conflicting opinions, good days, bad days or anything else except a wire staff, some glue and a piece of plastic on the end. It’s just a marking flag. However, many sales people stop right here and never intentionally move on to our next two steps. This is the time to transition from “it” to “you.”

Step Two, Personal Benefits

At this point in our sales process we want to drive the information on product features home with our customer. We do this by transitioning into the personal benefits of these features. How do we make something as mundane as marking flags “personal?” Easy….switch the subject of the sentence. Remember that we started out with this:

“These marking flags have bright colors that come in many options and we can custom print on them.”

Now we’re going to simply add the transition…

“These marking flags have bright colors that come in many options and we can custom print on them. This means that you can put your company name and phone number on them.”

With this short little transition we are no longer speaking about a marking flag… now we are speaking about the customer. This is the point when they are starting to get more interested. Time for our third step…

Step Three, Positive Emotions

People buy based on emotion. Therefore when we intentionally discuss those emotions we are more apt to make the sale. Our subject in this section is also “You,” but now we are taking it a step further. We have explained the personal benefit of the feature, now we need to bring it home by describing an emotion that the client has and making it positive. Here are some example of how you can end the sentence by using positive emotions:

“That will feel so great seeing your company name and logo all over town.”

“You’ll no longer have to be worried that customers won’t know how to contact you.”

“You won’t be frustrated anymore that people don’t know how to contact you.”

“Imagine how proud your wife and kids will be seeing your company logo on all the lawns around town.”

“Man you’re hitting the big time now, you must be proud!”

“You’ll feel very professional when you see those printed flags on all your job sites.”

Get the idea?

Now, as I said in the beginning, most of probably do portions or even all of these steps in many of our conversations. The secret though is for us to make them intentional. Practice with the products you sell and spend the equal time on each of these steps. Just like you prep for the sale by learning the product features, so too prep by thinking about how this will personally benefit your customer and what positive emotions can be attributed to it.

Hope that helps! What are some strategies that you are using for generating more sales?

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