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The power of a general benefits statement

A general benefits statement is similar to an elevator speech. I will explain the difference, as we will cover the elevator pitch in an upcoming article.

An elevator speech is a short statement that will explain your business, one that could be used if you were to get into an elevator on the ground floor and ran into an old friend who asked you what you were doing now. It could give you a short, well-rehearsed statement about what your company does before you hit the fourth floor, your destination. Hence the name elevator pitch.

A general benefits statement is just what it says. It is a statement about the benefits of doing business with your company and is a transition point that opens the conversation for you to begin the process of selling your product or service.

In a typical sales call, we all begin the conversation with idle talk for a few minutes, a courtesy, that helps to break the ice, but keep it short. Now for the awkward part, how do you go from the talk to the sales call? The answer, a General Statement of Benefits.

Example. Thank you for having me today. My company works with companies like yours every day and they find that our products or services are unique and of greater value than they expected, but beyond that, they find that dealing with my company is easier and that our customer services They are the best in the industry. . I wonder if I could ask you a few questions about your organization and its requirements. The answer is usually good, now you are inside. Ask your questions and keep asking until you’ve discovered enough evidence to give you the confidence to proceed with your solution.

The secret here is that before using a blanket statement, elaborate, develop, adjust it, and then LIC cold learn. Once you’ve got the hang of it and it’s flowing well, it will give you all the confidence that you also have a great transition. If you are unsure and stumble upon delivery, it will have the opposite effect.

You may only get one shot at the decision maker, so be prepared, get your GBS general profit statement and you will see how smooth the transition from chat to sale is.

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