By Ashraf M. DiaaODHR Director

ERA COMMERCIAL - Egypt

#1 YouWe normally like to hear our

names and listen about our

own stories from someone else.

“You” is the secret termination

point from feature to

benefit.

“You”, informs the customer of

his make it clear on the actions

needed from him.

Feature to Benefit exercise

He is an honest employee.

Walking distance to the gym.

Secured by cameras.

Near to international school.

Near to commercial port.

Business Park atmosphere.

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#2 “Tell me”“If you think you can sell by doing all

the talking, then how shall you close?

“

A perfect salesman will not talk but

listens. Will not force but guide the

customer’s speech of needs and helps

him to decide and choose his best

solutions.

The more we listen, the more we

understand, the more we consult

better.

#3 …., and you know

better”Compliments customer’s

knowledge level.

Shows assurance and closes the

chances of debates.

Sometimes used to answer a

customers (closed ended)

questions as a metaphor of “It is

very clear”.

#4 “WE”75% of the people around (expressive,

amiable & analytical) you would love to

take their decisions with people

supporting that decision. (Decision

Support Shield)

The other 25% (Drivers), can not live

without the word ”WE” .

“WE” means we are one team & sharing

the same journey of decision.

#5 ProvenReminds customers that the

mentioned product, service or

business is tried-and-true.

Evidence based info are the most

trusted and unbiased opinion

reference .

Helps you dig for more the accurate

info and avoid assumptions

#6 Prime / EliteWho doesn’t want to feel special.

A word that shows differentiation

and an additional price for

intangible value.

Invite for moving from the

“Need” to the “Want”.

#7 Why?.. BecauseA proactive reasoning helps

eliminating the doubts of your

prospect and paves the way to

“logical persuasion”.

Without showing the reason

behind the action it is almost

impossible to “call for action”.

“Because” can also help a lot in

handling objections.

#8 Never – Point out a Pain

Used before pointing out a

pain you’ll help your customer

get rid off.

Be careful to misuse it, might

show you less committed if it’s

not true and realistic.

Used to warn and hold a

wrong decision of your “client”.

#9 ValueThis implies customers are getting

something versus losing something (i.e.

money when you say “cost” or “price”).

Run with your customer from the

“paying” to the “gaining”.

You should study the situation and your

client’s needs in order to find and explain

the value within the product/service you

offer.

#10 “Your Family”Your client’s first responsibility and priority is the

family, no matter it is an income property, a

sold house or buying a second home.

Family means Focus on their happiness as a

big value.

“Your family” also means your client should

avoid risk.

A family is your client’s biggest motive to think

strategically for the family’s future.

#11 “The Newest”What is new is always attractive.

What is new is what is not known to your employee yet.

Responds to NEW :

– Pioneer

– First followers

– Early majority

– Late majority

#12 “Risk”Reduce probability of lose.

Importance of securing action.

Satisfying and Safe Solution.

Knowing what to avoid and

What to approach.

#13 “Safe/ Secure”

Mostly appears in preparation to close after

highlighting the risk and the problems could

be avoided by following the advised action.

If real estate is a safe shelter for housing clients,

Safe investment for investors. So, every part of

your sales call should consider the safety

concept.

Selling through safety is discussing (needs and

musts) than selling through Wants.

#14 “Opportunity”

Opportunity touches 2 main

important points:

– Positive return on action.

– Limited time-frame

Investors would invest money ,

time and effort for an info that

might open a gate for

opportunities.

#15 “To recap the agreed”

People has different social styles, and so does

their interactive respond and their memory and

understanding.

Recap and revise the points of commitment you

will do and your client as well.

Be clear. Avoid “ I thought you meant…..”

Do not assume … assure instead !

Recap means process and plan for next actions.

#16 The Apology scheme

I’m SorryIt is my

fault

How can I make it right for

you?