{"id":21,"date":"2013-01-30T02:30:38","date_gmt":"2013-01-30T02:30:38","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2013\/1\/29\/213038.html"},"modified":"2013-01-30T02:30:38","modified_gmt":"2013-01-30T02:30:38","slug":"telling-is-not-selling","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/telling-is-not-selling\/","title":{"rendered":"Telling is Not Selling"},"content":{"rendered":"\n\n\n
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Telling is Not Selling<\/b><\/strong><\/strong><\/span><\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n

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Advertising has always been simply ‘multiplied salesmanship’; telling your selling message repeatedly to mass audiences. In the modern selling world, we know that advertising must engage or be engaging.<\/span><\/p>\n

‘Engage’ means to draw into or involve. Telling is no longer selling, and just as your advertising must engage an audience, it’s even more important that your one-on-one sales presentation engage your prospect in an interactive manner.<\/span><\/p>\n

To draw your prospect into or involve them in your presentation, it must be interactive. You need to ask, rather than tell. <\/span><\/p>\n

For example, rather than telling your prospect about the power of top of mind awareness, you can help your prospect discover the link between awareness and sales by asking questions. You might ask "What’s the first brand you think of when I ask you to name a brand of soup you would expect to find in a super market." They will invariably get involved and answer. <\/span><\/p>\n

When they answer "Campbell’s’, you can follow up with another question, you might say "That’s interesting. Did you know that a study done by ENS media found that 80% of consumers named Campbell’s just like you did? And more importantly, did you know that 80% of the super market soups are sold by Campbell’s? Do you think there is a link between awareness levels and sales levels?"<\/span><\/p>\n

There is a simple magic to asking rather than telling. <\/span><\/p>\n

First, when a prospect is answering your question they have no time to think about their objections.<\/span><\/p>\n

Secondly, when they discover for themselves the answer you want, they take ownership of that answer and buy into the point you have just helped them discover. We call it Guided Discovery Selling.<\/span><\/p>\n

When you have a point to make, there is always a way to ask questions to help your prospect discover and agree with your point. For example, when a prospect tells you they tried radio on another station and "radio doesn’t work" resist the temptation to tell them why your station is better than the station that didn’t work. <\/span><\/p>\n

Instead craft a question. You might ask "Have you ever had a bad meal at a restaurant?" Of course they will say, "Yes". If you engage them further with a follow-up question like "Did you quit going to restaurants, or did you quit going to THAT restaurant?" they discover not all suppliers are equal. Now, you have opened the door for a discussion about why your station is different!<\/span><\/p>\n

In today’s confusing and evolving new media landscape, selling is teaching. The most effective teachers don’t preach or pontificate. They ask questions, initiate experiments, take field trips and use various engaging and interactive methods to help students discover the answers for themselves, rather than telling them what they need to know. In academic circles it’s called the Guided Discovery Teaching method. <\/span><\/p>\n

Click here<\/a><\/span> to inquire how our copyrighted Guided Discovery Selling method can increase your sales.<\/span><\/p>\n

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Telling is Not Selling Advertising has always been simply ‘multiplied salesmanship’; telling your selling message repeatedly to mass audiences. In the modern selling world, we know that advertising must engage or be engaging. ‘Engage’ means to draw into or involve. 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