Be Prepared to Answer Your Prospects’ Questions and to Sell Your Services

The Boy Scout motto applies to any marketing strategy where you are dealing with a potential client — always be prepared.

When making contact with prospects, Howard Shenson says, there are three key questions everyone (you and your staff) must be prepared to answer quickly, confidently and succinctly.

  1. Why should I listen to you?
  2. What’s in it for me? (WIIFM)
  3. Why should I use your services now?

Why should I listen to you?

You must figure out what sets you apart from everyone else that would benefit the client enough to listen to you.

What’s in it for me? (WIIFM)

Your prospects must understand why they should do business with you. What’s in it for them? Will you make them wealthier, successful, more productive, work less, etc? Avoid your selfish motives and focus on them.

Why should I use your services now?

This is a tough one. You must figure out how to get the client to act now instead of putting off the problem and letting it grow even bigger.

If you have staff talking to prospects, make sure that everyone is singing from the same song sheet when answering these three questions. Where appropriate script your replies. Hold discussion and role-playing sessions with your staff. You may only get one chance to answer these three questions for your prospect.

Dr. Darryl

L. Darryl Armstrong

ARMSTRONG and Associates

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