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Len D'Innocenzo and Jack Cullen, CRKInteractive, Inc.Names: Len D'Innocenzo and Jack Cullen, President and EVP, Corporate Sales Coaches, LLC

Location: Atlanta, GA and Philadelphia, PA

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Two Examples of Initial Benefit Statements

Posted by Jack Cullen on Sun, Feb 19, 2012 @ 02:13 PM
  
  
  
  

Examples of Initial Benefit StatementsAn Initial Benefit Statement is the tool smart salespeople use to capture the interest of their prospects. When you're ready to make your initial call to get an appointment, prepare one or two initial benefit statements.

Situation 1: You want to sell an appointment to meet with a Training Director referred by a current client.

Salesperson:   Good afternoon, is this Bob Smith (Wait for response)? I'm Gil Johnson with ABC Company. Did I reach you at a good time? (Wait for response)
Prospect:   Yes, What can I do for you?
Salesperson:   I'm calling you this afternoon at the suggestion of David Jones, the Training & Development Manager at Allied Industries. Do you know David? (Wait for response)
Prospect:   Yes, I know who he is. We met a month or so ago at a conference.
Salesperson:   We have worked with David and Allied for the past three years providing communications skills training for new managers. (Building credibility)
   

And, what David likes best about working with us, is that we help him:

1st - develop new managers faster,
2nd - minimize time away from the job and,
3rd - we let his internal staff concentrate on other projects which increases productivity. (Initial Benefit Statement)
Prospect:   Really. (Prospect shows slight interest)
Salesperson:   Bob, could you meet with me for 30 minutes to explore how we could help your organization? (Closing question)
Prospect:   Possibly, what are you trying to sell? (Prospect is interested)
Salesperson:   Only a meeting right now. We need to know more about your situation before recommending a solution. I'd like to explore your situation and see if we can be of service. Do you have any time Thursday? (Salesperson asks prospect for a commitment)

Situation 2: You want to sell an appointment to meet with the HR VP at one of your target accounts.

Salesperson:   Good afternoon, is this Allison Jones (Wait for response)? I'm Gil Johnson with ABC Company. Did I reach you at a good time? (Wait for response)
Prospect:   Not really, I have a meeting in five minutes. What do you want?
Salesperson:   I'm calling to discuss how we are transforming individuals, teams, and organizations to achieve higher levels of performance. (Initial Benefit Statement )

We provide customized training programs that produce results. Do you have a few minutes? (Closed-ended question)
Prospect:   Who are you with again and what are you selling? (Prospect asks a valid question)
Salesperson:  

I'm with ABC Company and I'm not trying to sell you anything right now. I'd like the opportunity to speak with you to learn more about your objectives and discuss how we've helped other clients implement organizational change. Does that seem worthwhile?. (Salesperson asks a qualifying question )
Prospect:   I'm not the person you should be talking to about training. You need to speak with Jack Smith. He deals with training vendors.
Salesperson:   Thanks Allison, I appreciate your help. (Supporting Statement ) Does Jack report directly to you? (Clarifying Question)
Prospect:   Yes, he does.
Salesperson:   If I could make a suggestion, our experience shows we are of greatest value to our clients when we understand their objectives and business issues. Then we can help align their organizational initiatives with the business objectives. Does that make sense? (Salesperson responds and asks prospect a closing question)
Prospect:   Well yes. I'm awfully busy right now. Jack is a good person. He can help you out. (Prospect hesitates)
Salesperson:   I'm sure he can Allison, and I wouldn't waste your time or Jack's. (Supporting Statement)

It's really important that I learn your objectives and business issues directly. Then we're in the best position to become a resource to you and your people. (Additional Benefit)

I don't need much of your time and I believe we can become a resource. What do you say? (Salesperson asks prospect for a commitment)
Prospect:   Alright, be in my office Tuesday morning at 8 AM sharp! We'll talk and then I'll introduce you to Jack Smith.
Salesperson:   Thank you Allison. See you Tuesday.

To create interest with prospects, create initial benefit statements that involve things THEY would be interested in.  Use THREE benefits in the statement to improve your chances for capturing their interest successfully.  Use this approach on the phone or in written communication.

How to Learn More
Download our free whitepaper on "Sales Strategies: Creating Interest".  This will provide you additional information to help maximize employee potential to drive bottom line results.

download-our-free-whitepaper

 

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