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Building a Relationship to Spur Long-Term Success in Credit Card Sales Over the years, we have had the opportunity to service our clients and exceed their expectations, even beyond what they originally anticipated. One example comes from a large US bank, seeking assistance with credit card acquisition and fulfillment. Several years ago the client sought an outsource provider to help fulfill credit card acquisitions in a way both cost-effective and revenue-generating. The organization’s goal was to develop a substantial number of new client relationships using both inbound and outbound voice services.
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Information from Openforum.com, originally posted on June 13, 2012
Long held sales advice was, "Know the FEATURES, but sell the BENEFIT." The thought was while good selling skills require strong product knowledge of features, what people buy is the benefit the product or service brings to them. That is a good start, but don't forget the ADVANTAGE provided by the benefit. The advantage is the emotional edge provided by ownership of the item being sold.
If you break it down, every decision you make every day is guided by the question "What's in it for me?" The answer is not always about what you will get, but about how you will feel. This is one reason sales people talk about selling benefits and advantages as opposed to features. Benefits and advantages get closer to answering the question, What's in it for me? Often by appealing directly to an emotion.
Everybody is connected to the actor, Kevin Bacon. You may be familiar with the “six degrees of separation” theory that says it takes just six personal associations to reach anyone in the United States. For example, I know someone, who knows someone I don’t know, who knows someone else, who knows someone, who knows Kevin Bacon. So I am just six people associations from Kevin Bacon and Kevin could eventually get to me, too. Why? Maybe he wants a job.
At GCS, we staff hundreds of people who love to talk on the phone. They are eager to come to work and genuinely enjoy having conversations with the customers of our satisfied clients all day long. In fact, when you ask many of them why they like what they do, the generally answer by saying “Because I love to talk.”
One of our chapters in our Presentation Consistency Initiative is Product Conviction. Here is an article by Zig Ziglar about the importance of Product Conviction.
...or the Art of the Elevator Pitch... How many times have you been in a situation where you'd like to inform a stranger about the great things your company could do for them but found yourself stumbling or them uninterested?