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Electric Heating Co., Inc |
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| Minimizing Risk Value, value, value ... is what many successful salespeople spend all of their time selling. Features, advantages, benefits become the center point of "consultive" selling. But in their enthusiasm, salespeople often forget the flip side. Many of today's decision makers approach their buying from an investment standpoint, with concern about using their company's money wisely. Another approach to employ, depending on the response of your prospect to your investigating questions, is to minimize risk. How can your offer minimize their chance of experiencing problems. Machine downtime is a killer in a manufacturing environment and is usually far more expensive than the cost of a cartridge heater.
 If you can effectively isolate several concerns on the part of your prospect, risk reduction may be the most effective approach. Bore seizure ... we can eliminate that. Constant replacement of heaters ... the Watt-Flex® cartridge heater will extend operations with its longer life. Problems with sections of a heater going cold ... our continuous coil make that risk go away. Don't let a prospect assume that risk and problems are limitations with which they must live. Effective questioning will uncover the risks and if they are a primary concern, become an ally in minimizing them.
Friday Funnies
A: In the Middle Ages, when many people were unable to read or write, documents were often signed using an X. Kissing the X represented an oath to fulfill obligations specified in the document. The X and the kiss eventually became synonymous. Q: Why are people in the public eye said to be "in the limelight"? A: Invented in 1825, limelight was used in lighthouses and stage lighting by burning a cylinder of lime which produced a brilliant light. In the theatre, performers on stage "in the limelight" were seen by the audience to be the center of attention. |
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