The Two Most
That Will Make You Sell More
By Lee B. Salz
So, the title
pulled you in because you think that someone has found a new formula
for water…that there are two words that you can say that will
skyrocket your revenue and commissions. The title referred to these
words as "powerful" so they must be new, since you haven't heard
them before. Perhaps, these words are a deceptive trick that
hypnotizes prospects into pulling out their credit card to buy from
Well, these two
words are not ones that you can ever say to a prospect, but they are
guaranteed to drive your revenue and income. Yes, you read
correctly…guaranteed. Who would be crazy enough to say "guaranteed"
about two little words? Well, it's not crazy. In my travels working
with thousands of sales professionals, I've found a common thread in
those who are tremendously successful. That thread comes down to two
words on which they base their entire sales career.
Many think that the
rock star sales people are born with a gift of gab and that makes
them a success. Not true, these two words can be taught to any sales
person and they can effectively include them in their selling
repertoire. Enough mystery, the two most powerful sales words are
synergy and priority.
the process by which matches between the needs of a prospect and the
capabilities of the supplier are identified. Synergy means you are
crafting a solution, not pitching wares. Synergy means you
understand the buying players as individuals, not just their
company. Keep in mind that, to date, a company has never bought
To master synergy,
there are a few actions that need to be taken. The first is to study
your buying players and make sure you fully understand them and what
makes them tick. As they lie in bed at night thinking about their
work, where is their mind focused? If your buying player is a CFO,
he is probably focused on profits. How does your solution help the
profitability of the company?
The second is to
fully study your company and understand its capabilities. What is it
that your company does that solves the awake-at-night problems for
your buying players? If you cannot identify these synergies, now you
know why you cannot get meetings with the people you want to engage.
Your solution has to be congruent with their focus.
The third action is
to develop a template needs analysis program that includes questions
that expose the prospects' perceived challenges and positioning
questions that expose opportunities where your firm can improve upon
the present situation. This part takes work, but it becomes the
foundation for your sales success. Needs analysis, also two words,
In my keynote
speech, I use a Velcro metaphor to make the point about synergy. As
you know, there are two sides of Velcro the cotton side and the hook
side. If you evenly overlay the two sides, there is a tight bond and
it is difficult to separate the two pieces. If you only match a
corner, it is easily separated. Synergy in sales means that you are
forming a tight bond between a supplier and a prospect based on a
match of needs, wants, and desires. As you can imagine, the needs
analysis discussions are critical to a sales person's ability to
identify the synergy. And, needs analysis plays a role with the
other most powerful sales word…priority.
what leads a prospect to buy today, not tomorrow, not in the
future…today! Synergy gets the prospect into the pipeline. Priority
leads a prospect to become a client. The same tools earlier
referenced for synergy are also necessary for priority. A sales
person's ability to facilitate effective needs analysis discussions
are the key to mastering priority.
"Why should they
buy this today when they can just as easily buy tomorrow?" Sure,
there are motivators that can be employed…discounts, incentives,
etc. However, if you truly understand your prospect, their
challenges, and the solution, you are armed with the information you
need to get the deal done without those motivators being offered.
Priority's arch enemy is status quo…and don't under-estimate the
power that it has. It is the number one killer of sales pipelines.
Status quo will win every time if you don't have the information you
need to understand why the buyer should buy today.
Ah, but the
decision maker is a busy person…"She is a heavily influential person
in the company and it will be difficult to get her attention." Bet I
can get your attention. Imagine you checked your email and you see a
note from your CEO who wants to meet with you at 1:15pm tomorrow to
discuss tripling your salary. You won't even check your calendar
before responding, "I'll be there!" Making money is a priority for
you. All else gets cast aside when someone wants to put more money
in your pocket.
The same concept
applies to sales. If the solution that you have designed is aligned
with the priorities of the decision making buying player, the deal
happens. If not, status quo will win it.
Read other articles and learn more about
Lee B. Salz.
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