How Crucial are Benefit Statements?

We are digging deeper into the 6 secrets of sales prospecting success and now we have arrived at the role of benefit statements.  

For the vast majority of salespeople, the point of entry with a prospect is through voicemail.  The vast majority of phone calls wind up in voicemail because the person is either too busy to answer or they are screening their calls and can see on their phone that the person trying to call them is not somebody they know.

The challenge when the call rolls into voicemail is in how to leave a message that will be compelling enough that the person will want to return the call.  The answer is in leaving what I refer to as a strong “benefit statement.”

It’s not about leaving a voicemail that details what you do. Sorry but the customer is not interested in you — they’re interested only in themselves.

The benefit statement is typically a single sentence and it is something the customer would find of value, thus it’s a called a “benefit statement.”  Ask yourself if the person you’re calling would find value in what it is you want to tell them.  If you don’t believe with 100% certainty they will find value in it, then it’s not a benefit statement.

Use the benefit statement as the central part of the voicemail message.

A few examples of strong benefit statements might be:

“Jerry Smith recommended I call you.”   Anytime you can reference another name, you’ll find it a strong benefit statement because the person you’re calling is naturally going to be interested in what it’s about.

“I just received new information about how the news laws will be impacting companies like yours.” People are busy, and if you have some information that is timely and important, then offering it to them can be viewed as interesting.

“Congratulations on the growth you’ve had the last couple of years. I’d like to share with you some information that I feel would allow you to continue growing your company for years to come.”  This example plays off of the person’s ego and success, which is always going to be well received.

These are just a few examples.  Take the time to think through more and to be on the lookout for news about your prospects and customers and their industries, so that you can be prepared when making the call.

The benefit statement must be of value to the person you’re calling.  Whether it be left in a voicemail message or shared in a live conversation, the role of the benefit statement will always be significant.

As for other secrets to sales prospecting success, check out what we’ve already shared about confidence, follow-through, and telephone skills.

Copyright 2012, Mark Hunter “The Sales Hunter.” Sales Motivation Blog.