1. Find a way to set yourself up as the expert. You can use phrases like, ‘We specialize in…,’ ‘Our reputation is…’ or ‘We are known for….’ You can also name-drop credentials to help this positioning. Mention clients or customers in similar businesses as your prospect. This does two things: it lets your prospect know that you are familiar with their industry, and it will also make prospects feel safer if they have not heard of you before. Most people do not like being trailblazers and, instead, prefer to follow another’s lead. If they know that you work with others in their field, they are more inclined to pay attention.
2. Focus your message to your prospect, and speak in their language. If your industry has a particular jargon (don’t they all?) – use it. You cannot be the expert if you do not know the language. If, however, you are in an industry that has a jargon but your prospect doesn’t know or use that jargon – speak plainly!
3. The most effective way to articulate a benefit is to tell a success story. That is, something you, your company or product or service did for a customer – how you saved them money, saved them time or saved the day when they were in a tight spot. By inference, this will mean that you will do the same for your prospect. It is a way of pointing out customer benefits without actually having to say, ‘and the benefit to you, Ms. Prospect, is…’ You might have several different success stories that you use, depending on the type of lead on which you are working.
4. Your script is fluid. How your conversation with your prospect proceeds will determine what parts of your script you will use. So, make sure to leave some maneuvering room in your script, so that if you need to change tactics – for example tell a different success story – you can easily do it. You make sure that you have maneuvering room by being prepared, knowing your features and customer benefits and knowing which benefits may interest a particular prospect.