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Think about the way you sell and the way you present your product or service. How many times do you think you use the word we? My bet is hundreds.
How many times should you use the word we? My answer is none.
Everything you do or say is in “we” format—especially if you have a marketing department. Does the customer care about you or themselves? Obvious answer. So why do you “we-we” all over them? They don’t care about you—unless you can help them.
The key in mastering any kind of sales is switching statements about you and how great you are and what you do, to statements about them, and how great they are and how they will produce more and profi t more from ownership of your product or service.
Here’s the secret: Take the word we and delete it. Delete it from your slides, your literature and especially from your sales presentation. You can use I but you can’t use we.
Here’s the power: When you stop using we, you have to substitute the word you or they and say things in terms of the customer. How they win, how they benefit, how they produce, how they profit, how they will be served and how they have peace of mind.
We is for selling. You is for buying.
Mandate for understanding: Go through your entire presentation, record it, listen to it actively, which means taking notes. Count the word we. I’ll bet there are plenty.
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