The first words out of your mouth

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We’re an impatient nation. We want what we want right now. And that poses a challenge for sales professionals.

If the first words out of your mouth don’t grab immediate attention — whether they form an intriguing question, an elevator speech, or an irresistible offer, — you’re sunk.

There was a time when sales trainers taught the AIDA system, where A = Attention, I = Interest, D = Desire, and A = Action. It’s not taught any longer, as we’ve all learned the importance of dialogue and questions over a monologue during the sales/buying process. But when you consider how many competing messages yours must fight against to stand out, it’s time to reconsider those first few words.

That brings me to a book I purchased a couple of weeks ago, Book Yourself Solid, by Michael Port. Now, it’s primarily an Internet marketing book, or at least geared more towards self-employed service professionals. But there is one section in one chapter in particular, focused on your introductory dialogue with people, that is just plain powerful for sales representatives. I have searched high and low for the best thinking on 30-second commercials, or unique selling propositions, whatever you want to call them. Michael has nailed it.

His book is too new, so I don’t feel it’s appropriate to reveal his approach, but trust me, it’s good stuff that even a seasoned veteran would do well to follow. Sales managers, take note. Read the book, if only for that section alone. At the very least, really analyze what the first words out of your mouth are in any business greeting. They can either establish you as a service-minded, credible professional, or a sloppy, doing-the-best-he-can newbie.

Book Yourself Solid at Amazon. Check it out.