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hen selling to key decision influencers, you will help the buyers to minimize risk when you can support your proposal with solid evidence for each of your claims
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For example, when your prospect is mentally comparing his present service provider with your service, you may make a complete comparison of the two List the advantages and disadvantages of working with each firm In fact, you can get the prospect to do this for you by asking the right questions and leading her through the analysis When making a service comparison, you want to be overly fair to your competitor so you don t appear to be heaping negativity on the other firm in a biased way But, you certainly want to get your prospect to talk about and amplify the reasons for changing firms By getting the prospect to articulate the reasons for the change, you will be able to help him remember those reasons and perhaps remind his associates of those reasons
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Many people have an aversion to change and may need some help in overcoming this fear You could demonstrate the cost of delaying Many businesses use professionals for many years after the business has outgrown the usefulness of the professional But they are reluc-
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tant to change By reviewing the lost profits or lost satisfaction or hassle factor, you can support your proposal with solid financial reasons to make a change to you However, you want to focus on nonfinancial (qualitative) as well as financial reasons for clients working with you
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By relating a case history or showing a testimonial letter, you offer solid evidence of a good result You should develop several good stories around successful client applications of your service Better yet, ask your client to call the prospect and relay the story in his own words A guarantee often removes resistance by reassuring the prospect that the engagement will not result in a loss Guarantees must be meaningful and must provide for recourse on the part of the customer if the service does not live up to the guarantee
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Conclusion
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Buyers make decisions on emotion, then justify the decisions with logic By providing solid evidence, your claims will stand the test of logic
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Minimizing Risk
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t the moment of making a decision to hire you, many would-be clients balk At the last minute, the decision process focuses on risk What are we risking to make this change, the CEO asks Prospects fear change The perceived risk of changing is often worse than staying with the known problems with their incumbent professional firm I have witnessed many companies go out for bids, and then keep the same firm they are unhappy with How can you minimize fear and close the sale By improving on the use of a tool you already have the service guarantee
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Give a Guarantee Now!
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Most advisors essentially give a guarantee now without reaping the benefits Will you appease a complaining client If your client is unhappy about his bill or your service, will you modify the bill or rework the service If you stand behind your work, you are giving a service guarantee But you are giving it after the fact, not at a time when it will help you You re missing a powerful marketing and practice aid when you use guarantees after the fact, rather than up front Many professionals balk at the idea of giving a guarantee Yet the word guarantee is one of the 12 most powerful in the English language, according to linguist Dorothy Leeds When you guarantee satisfaction, you remove the risk inherent in the transaction And you employ an attractive marketing tool at a point in the business transaction when it can get you the client
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