I read this article and found it very interesting…. it is a must read for sales professionals.
A sales principle that leads to wealth: It’s all
about them.
Think about the way you sell, and the way you present your product or service.
How many times do you think you use the word “we”?
My bet is hundreds.
How many times SHOULD you use the word “we”?
My answer is ZERO.
Everything you do or say is in “we” format – especially if you have a marketing
department.
Does the customer care about you or themselves? Obvious answer. So why do you
“we-we” all over them? They don’t care about you. UNLESS you can help them.
The key to mastering any kind of sales is switching statements about you, how great
you are, and what you do, to statements about them, and how great they are, and how
they will produce more and profit more from ownership of your product or service
HERE’S THE SECRET: Take the word “we” and delete it. Delete it from your slides,
your literature, and ESPECIALLY from your sales presentation. You can use “I” but
you can’t use “we.”
HERE’S THE POWER: When you stop using “we,” you have to substitute it for the
word “you” or “they” and say things in terms of the customer. How they win, how
they benefit, how they produce, how they profit, how they will be served, and how
they have piece of mind.
“We” is for selling. “You” is for buying.
MANDATE FOR UNDERSTANDING: Go through your entire presentation and
record it. Listen to it actively — which means take notes. Count the amount of times
you use the word “we.” Take out the “we,” and begin to make value statements
instead of selling statements.
Here’s the reality in plain English:
1. The buyer, the prospect, and the customer expects you to have knowledge of their
stuff, not just your stuff. To transfer that knowledge, the prospect needs to
understand and agree with your ideas, feel your passion, feel your belief, and feel your
sincerity beyond the hype of your sales pitch.
2. You have to know their industry, not just your product.
3. You have to know their business, not just your product.
4. You have to know what’s new and what’s next, not just your product.
5. You have to know the current trends, not just your product.
6. You have to know their marketing, not just your product.
7. You have to know their productivity, not just your product.
7.5 You have to know their profit, not just your product.
Are you getting it yet?
Here are some classic examples of we-we thinking:
• We have to educate the customer. Do you really think any customer on the planet
WANTS your education? I can just picture your top 25 prospects sitting around doing
nothing and saying, “Boy, I sure hope those people over at Acme come over here and
educate us, ’cause we’re pretty stupid.”
• You feel like you have to tell the prospect all about you, your company, and
your product. Three things that are guaranteed to put any prospect to sleep.
• We offer solutions. Hey Albert Einstein, do you think I’m just sitting here all day doing
everything wrong, HOPING that you will come along and rescue me with your “solution.”
Solutions are an insult to a prospect. Answers are better, and more partnership and
relationship driven.
• You compare yourself to the competition, rather than differentiate from
them.
You’re still selling your features and benefits. More we-we. I don’t want features; I
want value. I don’t want benefits; I want value.
• You have a PowerPoint presentation that brags, rather that proves. This will
not put a prospect to sleep. It will put them in a DEEP sleep.
What were you thinking? Oh, you were thinking we-we.
Assuming they have a genuine need or strong desire, all you need to make a
sale is:
1. Answers they need.
2. Ideas they benefit from.
3. How you differentiate from the others.
4. Value they perceive.
4.5 Trust they perceive as a result of all the other elements being in place.
Meanwhile the customer is qualifying you. They are forming a perception of you
as you present. They are evaluating their risk of buying and doing business with you.
They are formulating barriers. They are aware of their urgency of need, or not. They
are doing a mental comparison between you and the others. They are thinking, and
their thoughts will become your reality.
RISK REALITY: In sales, it’s not what you say, it’s how the customer or prospect
perceives what you say. If the prospect perceives that it’s all about you, then there’s
going to be a higher chance for unspoken risk and a lower sense of urgency on their
part. If they perceive the presentation is about them, they understand it, and they
need what you’re offering, then their barriers and risks will be lowered or
removed. Paving the path to purchase.
There’s an old song titled, “Take the ‘L’ out of lover and it’s OVER” from the early
’80s by a group called the MOTELS.
Paraphrase: Take the “WE” out of selling, or it’s over. For you.
I have a few more ways to take the we out of selling. Go to www.gitomer.com,
register if you’re a first-time visitor, and enter the words WE WE in the GitBit box.
Jeffrey Gitomer is the author of The Little Red Book of Selling. President of Charlottebased
Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts
Internet training programs on selling and customer service at www.trainone.com. He
can be reached at 704/333-1112 or e-mail to salesman@gitomer.com
© 2008 All Rights Reserved – Don’t even think about reproducing this document without written
permission from Jeffrey H. Gitomer and Buy Gitomer • 704/333-1112
