The Eight-Point Buyer Checklist

How many times do you leave an introductory meeting, or hang up from a phone call with a prospect, only to realize that you are missing critical information that you need? Instead of slapping your head, like in the old V-8 commercials, use sales trainer George Ludwig's easy acronym -- BEND 4P's - to help you remember what you need to know.

B-BELIEFS: What does the buyer believe about you, your product or service, your competitor, etc.?

E-EVALUATION PROCESS: How will the buyer evaluate your product? What criteria will he or she use?

N-NEEDS: What does the buyer really need?

D-DESIRES: What does the buyer really want?

P-PSYCHIC WOUNDS: Does the buyer have any ill will toward your company, you, or a particular type of product or service?

P-PERSONAL INTERESTS: What are the buyer's hobbies, his or her family life, favorite sports, etc.?

P-PERSONAL MENTORS: Whom does the buyer look to for similar buying decisions? What references will he or she accept?

P-PERSONAL SUCCESSES: What is the buyer proud of? What has he or she purchased before that gave him or her a personal win?

Remember to get the answers to the BEND 4-P QUESTIONS, and you'll be better armed to better serve the buyer and close the sale!

George Ludwig is an author, speaker, and consultant with years of experience as a top-seller. He developed his Power Selling Process and the Double Your Income Power Seminars after 20 years of researching the most successful sales strategies in the world, and is the author of the book Power Selling: Seven Strategies for Cracking the Sales Code. Discover your sales strengths and weaknesses at www.GeorgeLudwig.com.

A Snappy Comeback to a Common Objection

Have you ever been stopped dead in your tracks by a prospect demanding to know what experience or clients you have in their industry? And you don't have any? Yikes!

Here's an effective "analogy" comeback courtesy of sales and presentations consultant Anne Miller. Anne specializes in teaching sales presentations. See how she cleverly uses her prospect in the analogy to illustrate her point:

"Years ago, I used an analogy to compete for, and win, the Presentation Skills training business of a leading ad agency in New York," explains Anne. "I was up against every major firm and consultant in the city, including one who specialized in presentations work with agencies."

"When confronted with the fact that I had no ad agency in my client base, I responded, 'That is correct. However, you just won the DHL (the overnight courier) account. How much overnight courier experience did you need to have the right to do their advertising? Let me suggest, none. You would learn the dynamics of their business the way you have of all your other accounts in the insurance and beer industries. DHL just had to be sure you were the best ad agency for them. Isn't that right?'

" 'True,' replied the Executive Vice President.

" 'The same is true with me.' I continued. 'I will quickly learn the dynamics of your ad agency the way I have learned the dynamics of my other clients in the aerospace, investment banking, and consulting worlds. You just need to be sure I know everything about presenting. And I do.' (The last three words were said staring into her eyes).

"As the truth of what I said dawned on her, all the EVP could manage to say was, 'Oh.' I won the business and went on to earn many thousands of dollars from them over the next several years -- all because of this carefully thought out analogy to their business."

The next time you're scheduled to pitch a prospect whose industry is outside your realm of experience, prepare an "analogy" comeback to have in your back pocket. You'll be more confident and prepared just in case.

Anne Miller is the author of Metaphorically Selling. Check out her site at www.annemiller.com.