SalesHQ

I came across a post that took me back, way back to my early days of professional sales. <a href="http://redwirenation.com/expert_advice/marketing/articles/general-benefits-statement">The General Benefit Statement</a> represents one of my first lessons in selling. I thought you would just go to your call, tell a couple of jokes and then wing it. We spent hours practicing such a statement. This was when it was drilled into my head that practice makes perfect. It also became apparent that sales as a profession was much more difficult that I thought.

How hard can it be to write 5 statements about your firm and or product and give a compelling reason for a prospect to want to speak with you? Some people refer to the benefit statement as the <a href="http://www.selfgrowth.com/articles/Natenberg12.html">Initial Benefit </a>Statement. So IBS or GBS, you first have to compose it and then own it.  How do you take a statement and make it sound natural.

Good morning, my name is James Walton of Allen Burrell Consultants. We have had the pleasure of helping companies just like yours develop their sales management team into an inspiring, leadership group that will coach the sales people toward record performance. We do this through using years of research and experience of best practices and introducing our findings to your managers. Before I tell you more, I need to learn about your business and your talent base by asking a few questions.

That is one example and now I have to take that example and make it sound like me by believing what I say is a benefit and making it sound natural and smooth. Practice at home but as soon as you dare take it to the streets. Your prospects and customers will let you know if your benefit statement is worthy of their time.

In closing, visit the links I referenced, and develop your own benefit statements. Practice your statements and take them to the streets. If you need refinement, make the changes but make sure you use benefit statements. In today’s business world, you have to make time spent with you, a thing of value. I would love to hear your thoughts on benefit statements. Composing them and practicing them.

smccreedyTBG says ...

Jim ... you're definately on the right track because as a professional sales person we want to be in control of the meeting (versus the prospect taking control by saying "what do you got (sic.) and how much will it cost me?")  Rather than giving a benefit statement (which is what was given on the phone call when asking for a meeting) I call it a statement of intention.  The key is to make it conversational rather than scripted and "saleseez" ...

For example ... "Thanks for your time today Mr. Walton ... what I'd like to accomplish is to ask you a few questions to see if we are a viable candidate for your project.  If we're not the right fit then I'd be happy to recommend a company that would be better suited to accomplish your objectives.  Is that fair?"   This positions you more as a resource verses someone who is "selling something."

I sense that you may have been referring to cold calling and making a benefit statement to set an appointment, correct?  If that is true then come up with a quick statement which I call a Direct Value Statement ... such as "I partner with physicians in the medical field to diagnose and evaluate medical conditions through diagnostic imaging.  We do this by utilizing state of the art technology that delivers the highest quality imaging with the fastest turnaround time in the industy."  Same can be used when making telephone introductions to get an appointment. 

Outstanding use of communication skills to set expectations in a way where there is little for the prospect to fear. Thanks for your contribution 

rich34232 says ...

 I missed this topic when it was originally psted a couple of days ago. Absolutely right on

 here i another really neat library  http://www.managementhelp.org/sales/sales.htm

Hi Rich, thanks for the link

rich34232 says ...

 I love that site Jim every question that I need an immediate respoonse from is hidden in that library.

 My benefit statement changes with each client and their personality,mood and motivation. The beauty of working with b2c I am able to create and interact in a personal manner.I tried the b2b and it drove me insane with the similar responses within that industry however the money was great but  the money is fantastic  with what I do . The vast majority in my profession are not in the same position that I presently enjoy with salary,bonus, and incentives.

Rich, your use of the benefit statement and how you customize  it for your customers is a testimonial to your experience, skill and confidence. Only the best can pull that off

rich34232 says ...

Jim I am one of the lucky professionals! I have the greatest job on hte planet as I get to meet so many different people from all over the world. I get to meet those how can barely speak English and we must find a way to communicate to extremely wealthy clients to client who must rub the lamp for a genie. All races women and men.

 What I have found that has changed over the recent years is how much control women have with the owning process and decision making. The past ten years has proven that point and good sales professionals see and catch on to that  wonderful change. This change brought  about fantastic change in how a sales professional approaches the sales process.

Rich, nice reply, thanks for the insight