Secrets of Closing the Sale

How do you get clear on your own story? First, know your story. Most people never stop to reflect on or realize the power of their own story. The truth is you have a wealth of life experiences, both successes and failures, that you can draw from to make your story stand out, and everyone loves a good story.

This ad or “sales talk” painted a beautiful picture of the features and benefits the Lowes had enjoyed as owners, but it did even more. It promised the new owners they would inherit the same beauty, benefits, and enjoyment.

The master salesperson takes a verbal paintbrush and instinctively uses full words like home instead of empty words like house.

North Carolina the highway patrol took a positive and imaginative approach with their roadside signs that proclaimed, “North Carolina uses radar to protect you from speeding drivers.”

understand proven health easy guarantee discovery money safety save new love profit right results truth comfort proud vital deserve happy trust value fun Note: Yale University has added five words to Thom’s twenty-four selling words: YOU, SECURITY, ADVANTAGE, POSITIVE, and BENEFITS.

23 Using Word Pictures to Sell

Mike! Excellent use of your time and your imagination, not to mention the fact that you tailored the script to fit your situation and asked six questions to get into an actual interview.

“Sir, my name is Hal Krause. May I ask you just one question?” Insurance company president: “Yes.” Hal: “In your training program, do you train your salespeople, when they have an hour between appointments, to utilize that time by making cold calls?”

“Mr. Prospect, will it be all right if I talk with your wife about solving your problem for you and your son?” The old boy said, “Well, whatever you can work out with her is perfectly all right with me. Just go ahead.”