Word Pictures Sell Service
Some people need cold hard facts and specific examples to motivate them to a buying decision. Dealing with abstract notions or predictions of what a product will do, just won't get them to buy. That's why infomercials and testimonials are so popular.
So, prior to
meeting with a prospect, do your homework. Find out all you can about
the business. Then, go through your sold accounts and seek out
success stories about a merchant with similar characteristics or
circumstances.
Your parallel success story can be about a merchant who sells a similar product, is located in a similar location, or is at the same point in his career. For example, you may learn that your prospect is new to the retail industry. Search through your sold accounts and you'll find a company that was new to the retail industry and is now a success because of your service. Or, maybe you sold your service to a merchant who was opening his second location and your prospect is doing the same. Or, your service may have helped a "mom and pop" outlet compete with a large chain and your current prospect is facing the same challenge.
If you search hard enough through your sold accounts, you will be able to find someone who has something in common with the prospect and has had success because of your service. Use that as an example of what your service will do for this merchant.
