How to Sell to Internals
My coaching client Brenda, the owner of a web design and google ads management company, had done an analysis of the current web strategy for one of her prospects. She had unearthed valuable information but had no way to present it. And her prospect, also a business owner could be difficult to deal with. He didn’t like being told what to do, and was a bit Macho. In LAB Profile® terms, he had an Internal Motivation Trigger™.
I developed an easy to follow process, especially for dealing with highly Internal prospects, making them feel comfortable and motivated, and therefore more likely to buy. As you know, people won’t buy (or buy into an idea) unless the way you present it strikes a chord with them.
Here’s the formula I gave her:
Fact -> Problem -> Solution -> Benefit -> As you know ….
Let’s decode this formula for highly Internal prospects (or even your clients!):
“I researched the traffic coming to your site and there is an average of 10 searches per month for your key terms.” Avoid judging this information and make sure it is purely factual.
“This means that people who need your services are likely using other search terms and not finding your company, so you are missing some business that should be coming your way.”
“I suggest (nice suggestive language for Internals, rather that Command Language such as “you should”) having us identify the highest frequency, most likely search terms for companies looking for what you provide.”
“This will get more people coming to your site who actually need your services and can in turn increase your business.”
As you know…. :
“As you know, most people only click on the very top results for their searches, so if your site doesn’t show up at the top for the search terms they are using, it is unlikely they will find your company.”
Take Aways! (How to use this information right away in your work) You can prepare your next meetings the easy way — and reduce the time it takes to get ready and increase the likelihood of getting buy in.
- FACT What information do you have to give your prospects and clients that they don’t already know?
- PROBLEM What is the negative consequence of this information that they will want to move Away From?
- SOLUTION What is the solution?
- BENEFIT What is the positive consequence of this solution that they will want to go Toward?
- AS YOU KNOW What do they believe to be true that proves the problem exists?
Want to be more persuasive?
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p.s. How many times did I use the formula in this article?