Video- Your Trump Card
Ever play pinochle or bridge? Spades or whist? These are card games that employ 'trump.'
The lowest card in the trump suit can take the highest card in any other suit. Trump is powerful, and if played right can give you an extreme advantage in the game you're playing. Especially the game of sales.
Sales Trump is about playing your best card at the moment the sale can be won or lost. I use the analogy of trump for anyone who has ever played bridge or pinochle or other card games where the trump card overpowers all the other cards that have been played.
The best example of sales trump is a video testimonial. In his seminars Sales guru Jeffrey Gitomer, after he talks about the topic, plays actual video clips that not only eliminate any fear or objection that a prospective customer may have, they also offer proof (testimony) that his value is greater than his price.
How much video do you use? How many video testimonials do you have? Your answer is probably somewhere between very few, not enough, or none. Big mistake.
"Video is everywhere. And it's beginning to dominate the Internet. The YouTube founders are billionaires. Video surveillance cameras are the primary PROOF of identity. "Caught on tape" is a phrase associated with certain guilt. And, if you do it right, video makes sales.
Your examples may be a customer who used your competitor and then switched to you. It may be someone who paid a higher price for your product or service because of their perceived value.
Take a moment and write down what your sales trump might be, and which customers might be willing to speak about it on video. Then take another minute or two and a write a one or two sentence game plan in order to implement the strategy immediately after reading this.
Here are the 3.5 keys to the sales trump process:
1. Identifying what trump you need.
2. Identifying the customers that could be players.
3. Filming, editing, and possessing the trump.
3.5 Playing the trump at the right moment.
Here are two ways to use sales trump to differentiate from and even destroy the competition:
* In your sales presentation.
The prospect will have barriers. Price, other supplier loyalty, and multiple proposals are the big three. Proactively admit to these and have videos that prove your value. Display that customers switched from other vendors to you and love you, and that customers chose you without going through the proposal process. Play these videos at the END of your pitch.
* When a proposal is necessary.
Tell the prospect that you are providing them with a video from existing customers to support every claim made. Add the DVD to your proposal. Ask your prospective customer to make all other bidders prove their claims in video as well. SCRIPT: "Mr. Jones, anyone can make a claim. Me included. But very few are willing or able to PROVE their claims. In our proposal, we make several claims, all of which are backed up with customer video testimonials to support them. They even support why our price may initially be higher, but that our long-term cost is lower, and our value is greater. To be certain you make the best choice, please request all other bidders are required to do the same."
When do you play your trump? The easy answer is: when the time is right. The worst thing you can do with trump is play it too soon.
Okay, you've just been given one of the most powerful selling concepts on the planet. And you're probably not using it much - or at all. So, what are you going to do about it?
HERE'S WHAT TO DO: Commit to making a video this week- even if you shoot and edit it yourself. Make two more each week for a month. Make sure each one is specific to you and your value. Then slowly learn how to use trump to make sales.
One more thing. Pray your competition isn't reading this."
And Gitomer's first rule of making video testimonials: Hire a Professional.
By getting us to produce them for you you'll get the best technical result along with emotive, positive, powerful, ready to present to customers, client testimonials without spending valuable time figuring out the best way to go about it. It's what we do- for ourselves.
For more fantastic sales tips like this (and even ones that don't use video) I recommend visiting Jeffrey Gitomer's website- www.gitomer.com - where you can subscribe to his awesome free ezine.