Author Jeffrey Gitomer Enforces Video Testimonials
What's the difference between sales trump and Donald Trump?
Ever play pinochle or bridge? Spades or whist? These are card games that employ 'trump.'
The lowest card in the trump suit can take the highest card in any other suit. Trump is powerful, and if played right can give you an extreme advantage in the game you're playing. Especially the game of sales.
Sales Trump is about playing your best card at the moment the sale can be won or lost. I use the analogy of trump for anyone who has ever played bridge or pinochle or other card games where the trump card overpowers all the other cards that have been played.
The best example of sales trump is a video testimonial. In my seminars, after I talk about the topic, I play actual video clips that not only eliminate any fear or objection that a prospective customer may have, they also offer proof (testimony) that my value is greater than my price.
How much video do you use? How many video testimonials do you have? Your answer is probably somewhere between very few, not enough, or none. Big mistake.
Video is everywhere. And it's beginning to dominate the Internet. The YouTube founders are billionaires. Video surveillance cameras are the primary PROOF of identity. "Caught on tape" is a phrase associated with certain guilt. And, if you do it right, video makes sales.
Your examples may be a customer who used your competitor and then switched to you. It may be someone who paid a higher price for your product or service because of their perceived value.
Take a moment and write down what your sales trump might be, and which customers might be willing to speak about it on video. Then take another minute or two and a write a one or two sentence game plan in order to implement the strategy immediately after reading this.
I guess you can't help but think of Donald Trump when reading this. Whatever you think of him, you can't knock his branding. But the question is: Does Donald Trump need sales trump?
REALITY: Donald Trump is already in the winners seat - he can use personal power to impose will and pressure to say yes. His stature, his wealth, and his reputation can create deals that others can only dream about.
BUT... I'll bet The Donald doesn't think he needs video to support his claims - and if he enters a meeting with you as the prime competition, and you have several video clips that prove his facts to be "shaky" - you could actually trump Donald Trump. That's the power of sales trump. That's the power of video.
Here are the 3.5 keys to the sales trump process:
1. Identifying what trump you need.
2. Identifying the customers that could be players.
3. Filming, editing, and possessing the trump.
3.5 Playing the trump at the right moment.
Here are two ways to use sales trump to differentiate from and even destroy the competition:
* In your sales presentation. The prospect will have barriers. Price, other supplier loyalty, and multiple proposals are the big three. Proactively admit to these and have videos that prove your value. Display that customers switched from other vendors to you and love you, and that customers chose you without going through the proposal process. Play these videos at the END of your pitch.
* When a proposal is necessary. Tell the prospect that you are providing them with a video from existing customers to support every claim made. Add the DVD to your proposal. Ask your prospective customer to make all other bidders prove their claims in video as well. SCRIPT: "Mr. Jones, anyone can make a claim. Me included. But very few are willing or able to PROVE their claims. In our proposal, we make several claims, all of which are backed up with customer video testimonials to support them. They even support why our price may initially be higher, but that our long-term cost is lower, and our value is greater. To be certain you make the best choice, please request all other bidders are required to do the same."
When do you play your trump? The easy answer is: when the time is right. The worst thing you can do with trump is play it too soon.
Okay, I've just given you one of the most powerful selling concepts on the planet. And you're probably not using it much - or at all. So, what are you going to do about it?
HERE'S WHAT TO DO: Make two videos this week and learn how to edit them. Make two more each week for a month. Edit them. Make sure each one is specific to you and your value. Then slowly learn how to use trump to make sales.
One more thing. Pray your competition isn't reading this.
I have one more powerful strategy in the trump process. If you want it, go to www.gitomer.com, register if you're a first-time visitor, and enter LIVE TRUMP in the GitBit box.
The lowest card in the trump suit can take the highest card in any other suit. Trump is powerful, and if played right can give you an extreme advantage in the game you're playing. Especially the game of sales.
Sales Trump is about playing your best card at the moment the sale can be won or lost. I use the analogy of trump for anyone who has ever played bridge or pinochle or other card games where the trump card overpowers all the other cards that have been played.
The best example of sales trump is a video testimonial. In my seminars, after I talk about the topic, I play actual video clips that not only eliminate any fear or objection that a prospective customer may have, they also offer proof (testimony) that my value is greater than my price.
How much video do you use? How many video testimonials do you have? Your answer is probably somewhere between very few, not enough, or none. Big mistake.
Video is everywhere. And it's beginning to dominate the Internet. The YouTube founders are billionaires. Video surveillance cameras are the primary PROOF of identity. "Caught on tape" is a phrase associated with certain guilt. And, if you do it right, video makes sales.
Your examples may be a customer who used your competitor and then switched to you. It may be someone who paid a higher price for your product or service because of their perceived value.
Take a moment and write down what your sales trump might be, and which customers might be willing to speak about it on video. Then take another minute or two and a write a one or two sentence game plan in order to implement the strategy immediately after reading this.
I guess you can't help but think of Donald Trump when reading this. Whatever you think of him, you can't knock his branding. But the question is: Does Donald Trump need sales trump?
REALITY: Donald Trump is already in the winners seat - he can use personal power to impose will and pressure to say yes. His stature, his wealth, and his reputation can create deals that others can only dream about.
BUT... I'll bet The Donald doesn't think he needs video to support his claims - and if he enters a meeting with you as the prime competition, and you have several video clips that prove his facts to be "shaky" - you could actually trump Donald Trump. That's the power of sales trump. That's the power of video.
Here are the 3.5 keys to the sales trump process:
1. Identifying what trump you need.
2. Identifying the customers that could be players.
3. Filming, editing, and possessing the trump.
3.5 Playing the trump at the right moment.
Here are two ways to use sales trump to differentiate from and even destroy the competition:
* In your sales presentation. The prospect will have barriers. Price, other supplier loyalty, and multiple proposals are the big three. Proactively admit to these and have videos that prove your value. Display that customers switched from other vendors to you and love you, and that customers chose you without going through the proposal process. Play these videos at the END of your pitch.
* When a proposal is necessary. Tell the prospect that you are providing them with a video from existing customers to support every claim made. Add the DVD to your proposal. Ask your prospective customer to make all other bidders prove their claims in video as well. SCRIPT: "Mr. Jones, anyone can make a claim. Me included. But very few are willing or able to PROVE their claims. In our proposal, we make several claims, all of which are backed up with customer video testimonials to support them. They even support why our price may initially be higher, but that our long-term cost is lower, and our value is greater. To be certain you make the best choice, please request all other bidders are required to do the same."
When do you play your trump? The easy answer is: when the time is right. The worst thing you can do with trump is play it too soon.
Okay, I've just given you one of the most powerful selling concepts on the planet. And you're probably not using it much - or at all. So, what are you going to do about it?
HERE'S WHAT TO DO: Make two videos this week and learn how to edit them. Make two more each week for a month. Edit them. Make sure each one is specific to you and your value. Then slowly learn how to use trump to make sales.
One more thing. Pray your competition isn't reading this.
I have one more powerful strategy in the trump process. If you want it, go to www.gitomer.com, register if you're a first-time visitor, and enter LIVE TRUMP in the GitBit box.
Jeffrey Gitomer is the author of The Little Red Book of Selling and eight other business books on sales, customer loyalty, and personal development. President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts Internet training programs on sales, customer loyalty, and personal development atwww.trainone.com. Jeffrey conducts more than 100 personalized, customized seminars and keynotes a year. To find out more, visit www.gitomer.com. Jeffrey can be reached at 704.333.1112 or by e-mail at salesman@gitomer.com
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written permission from Jeffrey H. Gitomer and Buy Gitomer, Inc • 704/333-1112
