Can’t it be hard to get appointments with prospects? We’ve all had the experience of leaving phone messages, or networking at events, for prospects we are fairly sure are good ones. I can’t give you the magic tool that will make every prospect call back – or accept your next call – but I can make a suggestion that will improve your odds significantly. When you call a prospect, what goes through his or her mind?
- Who are you?
- What do you represent?
- What’s in it for me?
To answer these questions effectively – and quickly – use a Direct Value Statement. What’s a Direct Value Statement? It’s a fast summary of what value you bring to customers who are like the prospect you’re hoping to sell to. It can be used in a voice mail, face-to-face, or over the phone. Here’s an example: “My name is Will Brooks, with The Brooks Group. We assist our customers in the long-term healthcare industry to build their sales cultures and grow census. We do this by providing customized sales and sales management training reinforced with practical, real-world coaching.” See how it works? My name is ____________________________, with __________________________. We assist our customers in the _________________________ industry to __________________________________________________________________. We do this by _________________________________________________________. You should practice and practice your Direct Value Statement in your own words so that it flows easily and naturally for you when you need it – whether you’re telephone prospecting, networking at an event, or just meeting a stranger at a party.
