The quickest way to move to the bottom of a prospect’s list is to drop the ball when it comes to quantifying the impact of what you are offering. If you can’t do that, you probably can’t make a strong case for moving the sale forward.

Here are six ways you can make sure that the spoken (or even more often unspoken) “So what?” question is put to rest:

  1. Here’s what: More money. Every problem you solve, or goal you help a prospect achieve, ultimately has some kind of business impact. In simple and clear terms, make a compelling business case for the financial payoff from buying your product or service.
  2. Here’s what: You’ll feel better. Make the emotional impact come to life. Whether the result is increased prestige, faster promotion or just a more enjoyable, hassle-free workplace, there are a lot of non-financial impacts or influences. Do not discount the value of peace of mind, even though you cannot measure it in dollars. Paint a positive picture of the outcome whenever you can.
  3. Here’s what: We’re the best. You need to have command of the facts when it comes to alternatives available to the prospect. For example, if your company offers an improved ROI, better service after the sale, or a superior product, you can make a better case for working with you.
  4. Here’s what: You can’t afford to procrastinate. Your prospect may see a lot of benefit from working with you, but fail to see the impact of taking no action. This can result in uber-slow decision making — or worse, a decision to stay with the status quo. An antidote is to ask, “What won’t happen if we don’t move forward on this?” The question can spark a discussion of the consequences of inaction: Will their competition get ahead? Will they lose market share? Will that promotion be on hold?
  5. Here’s what: We’ve done it before. Your value proposition may be clear, and you are selling what they need. But sometimes buyers need to know that you have been there and done that. When this happens, it’s time to roll out success stories about customers you have helped get through similar situations in the past.
  6. Here’s what: Things will get better. What is change going to look like for them when they get on board and engage you? Consider developing before-and-after scenarios to share. Remember that some decision makers are visualizers, who respond more quickly to graphics or charts. Others, like CFO types, “get it” just by looking at a column of numbers. Either way, the more tangible the effect, the better.

Sales conversations need the kind of impact that will take a prospect on an intellectual and emotional journey to a place they would rather be — problems solved, more money, more success. Without that kind of impact you’ll fall flat, and prospects won’t see the need to add you to their agenda.

Source: A posting by Mike Schultz. For more, visit

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