If you are selling to people holding management positions, you need to use words and phrases that reflect what they want: certainty, little risk and most importantly, reliable results. Understand that management people are not entrepreneurs, they are not risk takers and their primary responsibility to their boss (the entrepreneur) is to protect and grow the investment.
Never use words and phrases that will frighten these managers, like "Rapid growth", "Double your return", "Massive profits", "Take more risks" and "Dare to be different". The following 22 words and phrases are most suitable:
- Minimize your risk
- Going one step at a time
- Protect what you've built
- Go straight down the middle
- Spread the risk
- Cementing your career further
- No conflicts
- Free of controversy
- Keeps everything controllable
- Stays on an even keel
- People won't find anything to argue about
- Stable
- Widely accepted
- Respectable
- Restrained
- Looking good
- Creating the right image, inside and outside the company
- Resolve everyone's concerns
- Get everyone on board
- Non-confrontational
- Prudent
- Thought through
A typical e-mail from the vendor (Professional IT services firm) to the Prospect, an Operations Manager, may look like this:
Dear Manager,
You've made a major investment in your career. And to protect what you’ve built, you have to minimize your risks and go straight down the middle.
Over at ABC Services, our DAP Software will help you to accomplish all your goals free of conflicts and controversy. On top of that, you'll get our quality service to help you keep everything on an even keel. Most importantly, they are now available at less than a third of what competing products cost.
(here you state your product's key features and pricing)
Here's what you'll get from our DAP Software:
- Easy to use
- Fast reliable results each and everytime
- People love it, for it makes their work more efficient
- Most importantly, your boss will appreciate the kind of results it delivers: doing more with less
As you know, the Government has subsidized the cost of IT software by at least 60% cash payout or 300% tax deduction under the PIC (Productivity and Innovation Credit) scheme. So your next cost is really down to less than 40%. Your company will be able to reap the benefits of this investment easily in less than 4 months.
I'll be calling your office in the next couple of days. In the meantime, please call me at xxxx-xxxx if you need further information.
Yours sincerely
Andy Ng
* P.S. Invest in just $5,000 in our software and your company can get the PIC Bonus of another 100% cash payout. This means that with PIC Bonus, your company actually get back (160%) more than what you spent. Call me Andy at xxxx-xxxx or email to me now.
By Andy Ng of Asia Trainers, details of courses at here. Related articles:
By Andy Ng of Asia Trainers, details of courses at here. Related articles:
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