This is a 7 Part series.
See the intro (click here)
See Step 1 | Greeting (click here)
See Step 2 | Find something in common (click here)
See Step 3 | Ask Broad questions to ascertain need, want, desire (click here)
Today is Step 4 | Narrow it down- Use Features & Benefits
If you would like to read the whole thing together, click here
The full text is also available for free download in PDF, click here
Please fell free to use this material for your training needs. To see the power point presentation, click here
To download the presentation, click here
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Step 4 | Narrow it down- Use Features & Benefits
I love this step.
It has influenced me in so many ways.
Everything I do, offer is now in thought of in the form of a solution, a benefit.
if something does not have a benefit, I do not spend time creating it or talking about it.
you customers (the company you want to work with, the people who will promote you, the people who will hire your services) are looking at you to tell them what it is that you/your
services can do for them.
but here is the catch.
they want to know it in the language that they understand & that is 'What's In It for me?'
if you look at the top of the article you will see I have mentioned clearly what you will derive out of this article.
It makes sure you know what you are reading, what I want you to get from this and saves you the trouble of reading it if you do not want to know those things.
Something that works for me, to get this going is, Always imaging the customer asking you 'so what?'
e.g.
1. 'I am a hotel management graduate.'
that means nothing to the customer/ recruiter/ interviewer
'I spent 3 years learning how a hotel operates, across all departments, all levels while doing my hotel management degree. I am aware of hospitality principles and would only need to learn your company standards'
this is more like it! The interviewer is now looking at someone who half ready to do the job.
2. 'I spent 3 years here as an assistant manager. I think I am due for a promotion'
nope. that is your want. not the company's
'In the last 3 years I increased sales, trained people and filled in for my manager. the team knows me, accepts me and is willing to work with me for bigger goals. I believe it is time the company looked at injecting some loyalty into the team by promoting someone from within'
more like it! the boss knows the value add. the boss has just been told what he will get from promoting you.
3. 'I am a hospitality trainer and recruiter'
ok.
'I work closely with your team to ensure your team is trained to run your processes effectively and I also suggest improvements or innovations where required. As a recruiter I take away the hassle of going through hundreds of resumes, screening them, etc. you only get people ready to deliver from day one'
more like it!
try it....
- this has _____________ & for you _______________
e.g.
This cream has Oxyrich Enzymes for a richer/faster cleansing experience, so what?
This is a CRDi engine so you will not need to change oil till 10000 kms or so you will save almost 20% on your fuel bill
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Tomorrow | Step 5 | Overcoming Objections
If you would like to read the whole thing together, click here
The full text is also available for free download in PDF, click here
Please fell free to use this material for your training needs. To see the power point presentation, click here
To download the presentation, click here
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