Power Statement

Power Statement

Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at gitomer.me.


What is a Power Statement? A statement that makes your product or service outstanding, understandable, credible (incredible), and buyable. A (non-traditional) statement that describes what you do and how to do it in terms of the customer and their perceived use or need for what you’re selling.

Where does the statement get its power? Your creativity.

You’re trying to make a sale or the impact that leads to one. The objective is to persuade and motivate the prospect or customer to act. That’s what a Power Statement is designed to do. If you do it right, it also distances you from and sets you above your competition.

How do you create a Power Statement for your business? Easy – just think of what you do in terms of how your customer will benefit. Not a boring description. A vivid, alliterative, benefit-filled picture. An energetic group of words that has the prospect wanting more.

Here’s the mindset needed for generating Power Statements:
Don’t sell drill bits. Sell the perfectly smooth holes they create.
Don’t sell printing. Sell the brochures that will reflect your prospect’s image and impact her sales.
Don’t sell cars. Sell the prestige and status they’ll have — or the perfect ride.
Don’t sell insurance. Sell safe, financially secure families protected from tragedy.
Don’t sell eyeglasses. Sell better vision and a stylish look.

Power Statements have several purposes and can serve many needs in completing and solidifying the sale. A Power Statement is…

  • A statement that makes a prospect think about what you do in terms of how he or she can use what you offer.
  • A statement that build your credibility with a prospect.
  • A non-traditional statement that describes what you do and how you do it in terms of benefits to your prospect.
  • A statement that draws a clear line of distinction between you and your competitor.
  • A statement that makes the prospect want to hear more.
  • A statement that gives the customer a reason to buy.
  • A statement that breaks down resistance.
  • A statement that gives the customer more confidence to buy.
  • A statement that makes a favorable impact on the prospect.
  • A statement that links what you do and how it relates to the prospect.
  • A statement that is memorable.

Have your created your Power Statements yet? Create your Power Statements now.
Get out a sheet of paper in your sales meeting.
Brainstorm with your sales team.
Bring in your most powerful salesperson – your president.
Write your Power Statements for all situations.
Why not take a fresh, powerful look at your selling expressions?