Sell the Sizzle - Not the Steak

Sell the Sizzle - not the Steak!

I’m sure you’ve heard this saying. People don’t just buy product. They buy the benefits that fulfill their needs, which are derived from the products.

In today's market, your potential prospects have one thing in mind. "What's in it for them", and in our sales business, you must realize this. While the "nuts and bolts" of our product or offer are important, that is not normally what gets someone's initial interest and makes the sale.

If you are in the market for a raincoat, what is the primary thing you want? While the fact that it is double stitched and made out of high-grade material is great, what you really want is to keep dry when it rains.

The best sales people in the world understand human nature almost intuitively. Think of how much more you can sell if you see their needs or wants from the Customer’s perspective and not from yours. You must sell your product because that’s your business. They will only buy if it satisfies THEIR needs. So, once you ask open-ended questions and find out what your customer’s real needs and wants are, you can adapt your sales approach to fit exactly what they want to buy.

If you are to succeed, you have to figure out what other people are looking for. While they are really looking for a "steak", it will be the "sizzle" that will sell them.

#15 - How to Approach a New Customer

Day #15 - How To Approach a New Customer
By Bob Oros


"I forgot they were coming!"

"I wonder how long this is going to take."

"My production supervisor is on vacation."

"My office manager called in sick this morning!"

"YIKES! Look at all the stuff they have with them!"

"There are two of them - they will probably never stop talking."

"This is going to take forever - I've got to do something - fast."

"I see they have a price book - good - I know how to get rid of them."

"I'll get a price quote on something and tell them they are way too high."

If you are having the door slammed in your face before you even have a chance to say hello - you may be doing it wrong.

Let me explain.

#13 - The Key to Selling Success

Day #13 -The Key to Selling Success
by Bob Oros

How would you like to KNOW with absolute certainty that you could sell anybody? What if you had a magic key that would open the door to everyone you called on? You can! And once you know the secret formula - and apply it - your sales will take off!

You will lose all feelings of call reluctance. Your confidence will double - or even triple. Your income will increase. You will have everything you ever wanted in life.

Here it is...

#12 - Why You Lose Business

Day #12 - Why You Lose Business
By Bob Oros

What is the easiest way for a competitor to take a customer away from you? Why do you lose accounts to your competitors?

Here are some reasons that sound good: Our service isn't up to par. Our prices are too high. We have too many out-of-stocks. My competitor is better known in my market.

I have a surprise for you. When you lose an account it is mostly due to one reason. I would say that 95% of all the accounts you lose to a competitor are for this single reason! This single reason will enable you to take away more business from your competitor than you can handle.

It's easier than you think. Here's why.

#9 - How to Build Credibility

I have a story to tell you about how I built credibility with one of my customers.

A few months ago I had a really nice lady placing orders with me.  Then one day she sent me an email . . . her perferred way to place her order.  However, this email wasn't an order.  It was to tell me that she wouldn't be doing business with me anymore.  WHAT?  WHY?  Her email was very stern and to the point "I will not be placing anymore orders with you". WOW!!  Where did that come from?  She and I had visited each time I would deliver her order.  I thought we were building a good relationship with each other.