TEACH & ENGAGE, DON'T SELL by Joyce M. Ross Posted on 05 Jan 06:40 , 0 comments
The comment I hear most often from students is “I don’t know how to promote myself without sounding self-serving."
Here’s my response: “Don’t sell, engage your prospects in learning about the benefits of using your products and services. The easiest way to do this is to lead with a statement about your products or services, followed by two open-ended questions that invite more than yes or no responses. Note: The second question should incorporate your prospect’s first answer so that he/she feels heard.
Example #1: “Mary, I help people harmonize the three major areas of their lives—family, financial and personal. Which of these areas of your life functions exactly as you’d like and which could use improvement or tweaking?”
After your prospect responds, ask another open-ended question that addresses whatever he/she has answered. For instance, “It sounds as though time management is your biggest challenge. How would your life improve if I could show you how to balance your personal desires, needs and wants with the demands of raising children and putting food on the table?”
Example #2: “Tom, I’m calling to tell you about my upcoming seminar “Transform Your Business in 30 Days or Less.” Before I share the details, I’d be interested in knowing your number one business challenge.”
After your prospect responds, ask another open-ended question that addresses whatever he/she has answered. For instance, “I hear you, Tom. Growing your online following is time consuming. However, we both know that it’s a primary component of marketing.” Pause. “Let me ask you this, if I could show you how investing fifteen minutes a day will triple your online following in 30 Days or Less, how would that transform your business?”