Concepts..Reflections..Sending..Touching..Clicking..Inviting.. Actions . So did you get it? just words :)

1. By Ashraf M. Diaa
ODHR Director
ERA COMMERCIAL - Egypt

3. #1 YouWe normally like to hear our
names and listen about our
own stories from someone else.
“You” is the secret termination
point from feature to
benefit.
“You”, informs the customer of
his make it clear on the actions
needed from him.

4. Feature to Benefit exercise
He is an honest employee.
Walking distance to the gym.
Secured by cameras.
Near to international school.
Near to commercial port.
Business Park atmosphere.
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5. #2 “Tell me”
“If you think you can sell by doing all
the talking, then how shall you close?
“
A perfect salesman will not talk but
listens. Will not force but guide the
customer’s speech of needs and helps
him to decide and choose his best
solutions.
The more we listen, the more we
understand, the more we consult
better.

6. #3 …., and you know
better”
Compliments customer’s
knowledge level.
Shows assurance and closes the
chances of debates.
Sometimes used to answer a
customers (closed ended)
questions as a metaphor of “It is
very clear”.

7. #4 “WE”
75% of the people around (expressive,
amiable & analytical) you would love to
take their decisions with people
supporting that decision. (Decision
Support Shield)
The other 25% (Drivers), can not live
without the word ”WE” .
“WE” means we are one team & sharing
the same journey of decision.

8. #5 Proven
Reminds customers that the
mentioned product, service or
business is tried-and-true.
Evidence based info are the most
trusted and unbiased opinion
reference .
Helps you dig for more the accurate
info and avoid assumptions

9. #6 Prime / Elite
Who doesn’t want to feel special.
A word that shows differentiation
and an additional price for
intangible value.
Invite for moving from the
“Need” to the “Want”.

10. #7 Why?.. Because
A proactive reasoning helps
eliminating the doubts of your
prospect and paves the way to
“logical persuasion”.
Without showing the reason
behind the action it is almost
impossible to “call for action”.
“Because” can also help a lot in
handling objections.

11. #8 Never– Point out a Pain
Used before pointing out a
pain you’ll help your customer
get rid off.
Be careful to misuse it, might
show you less committed if it’s
not true and realistic.
Used to warn and hold a
wrong decision of your “client”.

12. #9 Value
This implies customers are getting
something versus losing something (i.e.
money when you say “cost” or “price”).
Run with your customer from the
“paying” to the “gaining”.
You should study the situation and your
client’s needs in order to find and explain
the value within the product/service you
offer.

13. #10 “Your Family”
Your client’s first responsibility and priority is the
family, no matter it is an income property, a
sold house or buying a second home.
Family means Focus on their happiness as a
big value.
“Your family” also means your client should
avoid risk.
A family is your client’s biggest motive to think
strategically for the family’s future.

14. #11 “The Newest”
What is new is always attractive.
What is new is what is not known to your employee yet.
Responds to NEW :
– Pioneer
– First followers
– Early majority
– Late majority

15. #12 “Risk”
Reduce probability of lose.
Importance of securing action.
Satisfying and Safe Solution.
Knowing what to avoid and
What to approach.

16. #13 “Safe/ Secure”
Mostly appears in preparation to close after
highlighting the risk and the problems could
be avoided by following the advised action.
If real estate is a safe shelter for housing clients,
Safe investment for investors. So, every part of
your sales call should consider the safety
concept.
Selling through safety is discussing (needs and
musts) than selling through Wants.

17. #14 “Opportunity”
Opportunity touches 2 main
important points:
– Positive return on action.
– Limited time-frame
Investors would invest money ,
time and effort for an info that
might open a gate for
opportunities.

18. #15 “To recap the agreed”
People has different social styles, and so does
their interactive respond and their memory and
understanding.
Recap and revise the points of commitment you
will do and your client as well.
Be clear. Avoid “ I thought you meant…..”
Do not assume … assure instead !
Recap means process and plan for next actions.

19. #16 The Apology scheme
I’m Sorry
It is my
fault
How can I
make it
right for
you?