One of the most frequent questions people in sales ask me is:
"What should I say to someone about my product?" And…
"What I do say gets almost no response. They mostly look away or glaze over and that's that. Should I just talk to more people?"
Everyone knows something is wrong, but no one knows what.
:(
I asked a group of network marketers on last Friday's call to describe the things they think they should do to "pitch" or make their product presentation to a prospective customer. Here is the first thing one offered:
Tell them the features and benefits.
There were voices of agreement, and then they wailed, "Even when we do that people just glaze over. People don't relate to what I say."
Typically people are taught to tell others all about the so-callled features and benefits (f & b) of their products. Basically this goes:
Product X is (the best) this or that, it has the most scientific this or that, it's the most/least this or that (the features) AND it helps you save/do/look/feel like this or that (benefits). You get the idea.
More and more people are finding that this approach falls on deaf ears. What is wrong here?
One idea: Since EVERYONE is doing that, maybe regular people just don't believe that stuff anymore. So they tune out.
How about we modify this f & b marketing approach and turn it into a story instead?
Let's compare these.
1. Here's an example of a traditional f & b spiel from someone marketing a nutritional product:
"Many people realize that many factors can weaken our body's immune system, thus increasing the risk of many kinds of sickness and disease. Our product assists in raising the bodies' glutathione levels, and although you probably haven't heard of glutathione, high glutathione levels in the body have been proven to be a factor in maintainng good health, and in promoting a strond and healthy immune system…"
Read that out loud and see how you react.
2. Now let's turn the f & b's into a story – a story about what the speaker experienced with the product. So instead of preaching about the product's attributes, we tell an authentic story, with no technobabble, about how the product affected us or why we chose it.
STORY version:
Product X is for people who are so tired they fall asleep at work and when they get home all they can do is crash on the couch, like what happened to me.
I tried different vitamins but nothing seemed to make a difference.
Then I tried this product and after a couple of weeks I was able to stay awake at work, and when I got home, I had enough energy to play basketball with my kids and even jump on the trampoline with them. It's been 6 weeks now, and the kids love it.
Do you know anyone who might like to know about a product like that?
Read this out loud and see how you react.
Which person would you like to hear more from?
Then decide how YOU want to approach someone else. Story approach or f & b?
Will your story touch everyone? Hmm. But will you at least connect with someone who identifies with your story or who knows someone who does?
How long will you keep losing the attention of people by giving the usual f & b spiel?
Two ways to learn how to tell your story right now – highly recommended by the owner of this blog
Learn to tell your story so you can build a customer base for your business – the book.
"If My Product's So Great, How Come I Can't Sell It?"
Related Articles
Believe Nothing...
By: Kim Klaver | 15/10/2006 | Affiliate Programs
When I first got started in network marketing some 17 years ago, my upline all ran ads that were variations of "Making $10,000/mo. Need help."
So I ran them too.
I didn't have any other ideas, and they said do that, and I did. I was excited.
Movie "believe" Boring, Disappointing
By: Kim Klaver | 15/10/2006 | Affiliate Programs
I knew this flick ( http://believethemovie.com )would dump on mlm, and I went to see it with high hopes because I figured if nothing else, we'd promote it to all New Schoolers as a way to tell their prospects: This is how we do NOT do this business.
Shall We Follow Google?
By: Kim Klaver | 15/10/2006 | Affiliate Programs
Google has gone from being the #1 online search service to becoming a giant, wildly successful advertising company.
Top 50 Network Marketing Companies: Week 15
By: Kim Klaver | 15/10/2006 | Affiliate Programs
Just updated five days ago by Alexa.
The Top 50 Network Marketing Companies are ranked by Internet popularity - number of visitors to the company websites averaged over 3 months.
The numbers are compiled by Alexa.
Do People With Scripts Do Better?
By: Kim Klaver | 19/10/2006 | Affiliate Programs
Some people say use scripts when talking to prospects. Others say scripts make you sound stiff and well, scripted.
Some say get a good ice-breaker, and you're good to go.
It's The Gory Story
By: Kim Klaver | 19/10/2006 | Affiliate Programs
Why does prospecting seem to be so hard in our business today?
A skeptical market place is one thing. And that's partly the result of marketers everywhere making promises and more promises that they don't keep.
Is Your Company Woman Friendly?
By: Kim Klaver | 06/10/2006 | Affiliate Programs
Woman Friendly Test #1.
Do You Make This Mistake Recruiting Women?
By: Kim Klaver | 06/10/2006 | Affiliate Programs
Women tell me that the biggest reason they contemplate quitting is because they don't think they can say and do what they're being taught to – even when their upline is a woman. Here's a stark example of something like that.
Got a Question? Ask.
Ask the community a question about this article:
Frequently Asked Questions
Why japanese firms tend to be so competitive
By: merry thu | 20-07-2008
why japanese firms tend to be so competitive
Solicitation of family and immediate friends
By: Marilyn | 18-07-2008
I belong to an MLM compnay who told me that we can not solicite immediate downline people into another network markeing company we are involved with.
The products are non completing although they fall under supplements. They have different purposes. The first company limts us from doing any solicitiations with family and friends that we have brought in to their company into another company.
Someone told me that there is a law recently passed that makes this illegal.
My company has had an inquiry from All Star ...
By: gwetter | 17-07-2008
My company has had an inquiry from All Star marketing group in Hawthorne NY. I have been unable to find the names of the principles of that company
Multimap search campaign?
By: affilimate | 16-07-2008
Multimap are number 1 in google for "maps"? I'm interested to know what type of search terms they are struggling to get ranked for?
Events similar to the Machester Digital Roadshow
By: Nick Lapham | 16-07-2008
Hello, the Netimperative Regional Digital Roadshow- Manchester Date: Thursday 17th July 2008 is exactly what I need, but I shall be on holiday, are you planning anything similar at any other location? Nick Lapham
Car information , car sales , marketing
By: Michael | 14-07-2008
HOW MANY CARS SOLD PER DEALERSHIP ? Hello , I am trying to get information about the auto industry . What i would like to know is .... " How do I find out how many cars are sold , by dealership it possible ". Can I find that information by Market Area ......... ie. Hartford , Atlanta , Orlando , Nashville , etc. ........ new cars and used cars , Trucks and SUV's ? Thanks for your help .....
My name is Michael
e-mai BUSSINESS4MICHAEL@AOL.COM
Q&A Powered by:
More from Kim Klaver
And The Leading Cause Of Stress Is...
By: Kim Klaver | 30/03/2007 | Marketing
"Reality is the leading cause of stress among those in touch with it." - Lily Tomlin
Compare two lists of ten ways to cut back on stress.
List #1. Top item: Find An Outlet - A hobby, like fishing
List #2. Top item: Be passionate - About how your work improves people's lives
Which...
The Great Players Of The World.
By: Kim Klaver | 30/03/2007 | Marketing
Doug Rushkoff ("Get Back in the Box") is not the only one who insists that the work one does can and should indeed be something YOU so enjoy that it feels like play - not something to be "compensated for" because it's so dreadful, and so non-motivating that you only...
More Women Giving Up Work Outside The Home
By: Kim Klaver | 29/03/2007 | Marketing
The New York Times reported that women are "stretched to the limit" raising a family and working outside the home, and that they are choosing to stay home more these days, after four decades of marching to work.
"Most of us thought we would work and have kids, at least that...
What Else Could Come Stuck To A Pop Bottle?
By: Kim Klaver | 29/03/2007 | Marketing
So, you're looking for innovative ways to introduce your product and not be just another one of the hundreds out there?
How can you stand out?
Here's a unique idea cooked up by a college student in Australia. She wanted to introduce a new little magazine, and wanted to bypass the usual...
For Love Or Money?
By: Kim Klaver | 29/03/2007 | Marketing
On a call the other night, one gal said she was changing companies because the one she was with wasn't paying enough for amassing customers, which is what she wants to do in her networking business.
She's one of those who likes to find a product she loves, and then get...
Did We Fall Out Of The Box?
By: Kim Klaver | 28/03/2007 | Marketing
In his delightful and thought provoking book, Get Back in the Box, Doug Rushkoff explains how so many American companies have become the faceless, soulless things we love to hate.
When there's no one running the show that loves doing the thing the company is supposed to do best, e.g. make...
How Would You Improve It?
By: Kim Klaver | 28/03/2007 | Marketing
You have ideas. Ideas about what can be done to improve Network Marketing.
For example, what do you think can be done to:
1. Improve its image.
2. Improve the results you are (not) getting.
3. Improve how they pay you.
4. Make it so it's more fun to do it.
5. Attract better people.
These are...
On Language Women Hate...
By: Kim Klaver | 09/03/2007 | Marketing
Even though the business of direct sales and network marketing is made up of 80% women, the language used in front of the room and on websites, in autoresponder emails and everything else from corporate and upline is basically male.
Business as the art of war.
Language such as "We're going to...
Internet 
