Smart Prospecting That Works Every Time!: Win More Clients with Fewer Cold Calls

Start with Benefits

Step inside the target’s mindset so that you can understand the benefits of your product, service, or solution from his perspective. If you put the “what’s in it for me” (WIIFM) hook up front, you will have his attention, guaranteed. By the way, this works for business-to-consumer selling as well as it does for business-to-business sales. This is a good time to leaf back to Chapter 1, “How Does a Prospect Think?” and review the work you did on identifying behavior and learning styles for your prospect and yourself.