What You Are REALLY Selling
by Ken Hall
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So, how does that help my family get the great vacation we deserve?
Well, if you will take the time to ask me questions about what is
important to us ; if you will listen to me and then make recommendations;
if you will convince me you can save me a lot of time and look like
a hero to my family, I’ll buy from you. I’ll not only
buy from you, I’ll sing your praises to my friends, neighbors
and co-workers. I’ll be so happy with you I’ll call
you again next year for even greater vacation plans.
I’m sure you are tired of hearing me talk about ME but remember,
I am the customer. No, I don’t mean I am going to be a jerk
and you just have to put up with it, I mean that I am the customer
and therefore the transaction is about me…about us…about
our family. It isn’t about you and what you want to sell,
it is about us and what will be best for us to buy.
It might help you to understand how I view a sales situation. I
want to know four things: (1) What are you selling? (2) How much
does it cost? (3) What’s in it for me? And, (4) why should
I trust you? You need to answer those questions for me before I
am ready to hear a lengthy presentation.
The answers aren’t that difficult:
What are you selling? You are selling me your expertise in helping
me find a really great vacation for my family.
How much does it cost? Really, it doesn’t cost me anything
because you earn a commission on the products you sell me. And if
you charge a fee all you have to do is convince me I will save more
money in the long run by using your professional services.
What is in it for me? Having an expert help us plan our vacation
will insure we get the best experience and best value for our money.
We wouldn’t invest money in the stock market without consulting
our financial advisor, why should we invest money in a vacation
without the help of an experienced professional?
Why should I trust you? You have been in business for a number
of years. Tell me how many satisfied clients you have, how many
of your clients repeat their planning with you year after year.
I want to trust you because I am not sure I can trust the online
sites. After all, they tell me I can save $300 but I have heard
that is off the full rack rate, is that true? I just need reassurance
that you are a trusted vacation advisor.
In summary, what you are selling is your expertise
that will make our vacation great, not just good. I can do “good”
online, I can do “good” direct with the hotels, etc.,
I can do “good” on my own but it will take more time.
Tell me that with your knowledge and experience you will help me
make it “great” and I will be your client for life.
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