Link Customer Needs to Your Offer
So now that we've connected, we've asked, we've listened, it's time to link. I'm very exited, because after the next break, I'm gonna be bringing up Lee Isler. And we're gonna be talking about the power of storytelling. And storytelling is the best way in the world to link, because we are creating an emotion while we are linking. So, what do I mean by link? Well, you've just collected all of this great information, you've just asked questions, you've listened. Now we need to take all of that information, and we need to link it to our product and service. So that we're very very specific. There's a few ways that we do that. As I told you, I'm a little bit of a rock climber. I've never climbed K2 or Everest, but I have trusted my life to a single piton. And, when you are on a rock, the only way that you can get to that next level, is if you link everything, if you link all those pitons along the rock. It's the same for sales. I find sales people fall into one of three categories. Good, b...
etter and best. Good sales people actually do a discovery, better sales people do a discovery and uncover the big four. But the best sales people do a discovery, uncover the big four, and then link that information to their product or service. And they make it specific to that customer that's in front of them. So I'm gonna show you a really quick method, by which you can do that. It's called, The Linking Formula. So the way the Linking Formula works is, you begin with a linking statement. And that linking statement says, earlier you were telling me that. It sounds simple, but are we really doing this? Refer back to their primary buying motive, something that they've told you. And then link your companies values, features or benefits, to their primary motivator. Okay, it's called the Linking Formula, and the important thing when you're doing the Linking Formula, is that you're linking to a, there's three things, there's four things you can link to. You can link to first level information, problems, emotional motivators or objections. So it might sound, if we're talking to Lisa, you know earlier you were telling me that, your son is struggling with bad grades. A feature of our program is, the benefit to you is. So what we are doing is, we are using this Linking Formula in order to make sure we're taking all the information that we've gathered from the customer, and we're linking it to our product or service. And what I'd like to do right now, the best way to show you how to link, is through stories. So we're going to take an early break if that's okay, and we're gonna get right to story telling after the break, because I'm so excited to show you this method, and what will happen is, it brings the emotions up in everything that you're doing. I find most sales people don't tell nearly enough stories, and if we know that people make emotional decisions, how come we're not telling more stories that hit the emotional motivator. But the best way to link, is through story.