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Facts plus benefits equals conviction
Very few people want to buy books, they want to buy benefits. Many times their need is to solve a problem. If you keep this in mind, your entire sales presentation will take on new meaning. In the Dale Carnegie sales course, this is emphasized over and over again. It is the third rule of the give great rules of sellikng. It is as follows, "Give your prospect enough sales facts, and tell him how they will benefit him, to convice him that he is justified in buying."
As you study this, you will recognize that the first thing you need to do is make an extensive list of sales facts about your books and then to each fact tie a benefit.
There's a difference between a fact and a sales fact. To illustrate, you may say, "These books come in the brown binding." This is a fact, but not a sales fact. Sales facts are facts which are of value to the prospect, in terms of benefits to him.
What Does This Mean To Them?
It stands to reason, the more sales facts the more effective your presentation. Every Literature Evangelist should know far more facts and benefits about his books that he will ever present.
Facts And Their Related Benefits
What Are They Really Thinking
Get Agreement As You Talk
Don't You Agree?
Use Testimonials Of Others
Be Specific, Be Believable
Be Successful
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