June '16

For the Business of Apparel Decorating

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14 || P R I N T W E A R J U N E 2 0 1 6 Jeffrey Gitomer is the author of The Sales Bible, Custom- er Satisfaction Is Worthless Customer Loyalty Is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Get - ting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, SELLING SMART B Y J E F F R E Y G I T O M E R and Social BOOM!. His website,, will lead you to more information about training and seminars, or email him personally at Show Me The Value Or I'll show you the door H ow do you make a sales presentation? No, I don't mean warm up, probe, present, overcome objections, close. I mean, what's the big picture of your sales presenta- tion? What's the content of your sales presentation? And most important, how are you certain that you engage your prospect in the presentation? What makes your sales presentation different AND compelling? Consider this: in order to engage the prospect or probable pur- chaser, or even your established customer, there must be some form of interest or perceived value on their part. If there's no interest or perceived value, there's no engagement. DETERMINING VALUE There are many obvious customer-based values. For example, they need what you're selling, and you have it in stock or no one else has it in stock. But that's too easy. And that situation hardly ever exists. If you had a customer-based value proposition every time you went into a sales call, and that value proposition had real value for the customer, it would give you a consistent approach, consistent engagement, and a consistent competitive advantage that takes the issue of price off the table. What is a value proposition? Let me define each element. Once the value proposition is broken down, you will clearly see how your sales presentation needs to be restructured so that the cus- tomer will know what's in it for him or for her. The value proposition is broken into strategic parts. Each part stands alone, but each part is critical to the other because they build momentum, reduce perceived risk and ultimately create a buying atmosphere. Here are the components: 1.) The value that your company provides. This is an oppor- tunity for you to talk about your company in terms of what they stand for, how they partner, how they have produced for others, and how they serve others. It's a chance to talk about capability and loyalty without mentioning the words "integrity" or "ethics."

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