The 30-Second Personal Commercial – How to deliver it.

The 30-Second Personal Commercial – How to deliver it.

Written By Jeffrey Gitomer
@GITOMER

KING OF SALES, The author of thirteen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His real-world ideas and content are also available as online courses at www.GitomerLearningAcademy.com.

Can you deliver? Last week you wrote your personal commercial. Now it’s time to deliver it.

Think of your personal business commercial as a pitcher in a baseball game. You want to make a pitch that’s a strike, but all batters are not alike. Some require different types of pitches fast ball, curve, slider and the ever popular screwball. (Isn’t it amazing how many screwballs we pitch?)

In order to pitch the batter most effectively, you need to know what type of hitter he is. You need to know his hitting strengths and weaknesses. Every baseball team has a “book” on every other player in the league so they know how to pitch him, and where the fielders should play in the event he hits the ball.

It is no different in sales.

You can’t pitch the prospect effectively if you don’t know what his needs are.

You must know how to play each prospect. It’s easy to get a strike in sales. All you have to do is ask the prospect questions. He or she will be delighted to tell you all about themselves.

Your objective is to deliver 1530 seconds of information that states who you are, what you do, how you can help others, and why your prospect should act now. In the middle of your commercial (between what you do and how you help others), you are going to ask a series of open-ended power questions that will gather enough information for you to formulate a response that will lead to prospect interest and action.

Ten Personal Commercial Delivery Rules…

  1. Be brief Your remarks (other than questions) should be no more than 30 seconds.
  2. Be to the point Say something that creatively tells the other person exactly what you do.
  3. Be remembered Say, give or do something that will stay in the prospect’s mind (in a positive, creative way).
  4. Be prepared Have your information at your command. Rehearsed, practiced and polished.
  5. Have power questions ready Prepare a list of questions in advance and rehearse them.
  6. Get the information you need by probing Ask power and followup questions that generate information, establish interest, show need, and allow you to give your information in a meaningful way.
  7. Know when to say what Unless it’s an announcement or in a speech, split your commercial in half. Before you deliver your problem solving capabilities, know enough about the other person to allow your commercial to have impact. In the conversation, you must gather as much information as you can first. Dialogue or questions by both parties is crucial. Ask your best questions and have your most concise message ready to deliver when the timing is right – after you have extracted all the information you need.
  8. Show how you solve problems The prospect doesn’t care what you do, unless what you do helps him/her. He/she is bored to know what you do, unless you tell him in a way that serves him.
  9. Have fun Don’t press or be pressured, it will show.
  10. Time’s up When you have delivered your message, made your contact and secured the next meeting or action move on.

IMPORTANT… Don’t say ANY words that aren’t an integral part of your commercial. Be as concise as possible. Be creative. If it drags, no one will listen or be inclined to act. Say, do, or hand out something that will be remembered. Ask open-ended, thought provoking questions.

Your commercial can be used in various forms at a networking event, business or trade association meeting, trade show, PTA meeting, or church.

Be prepared. When you meet a prospect, or a prospect comes up to you, are you ready?

Test yourself:

  • What do you want his/her first impression to be?
  • How quickly can you qualify him or her?
  • What kind of questions can you ask that will qualify them and generate interest in what you do?
  • Do you have a list of your power questions? Are they rehearsed?

Lets say I’m in the copier business. I’m at a networking event or business meeting, I’m well dressed, I’ve got my business cards…and I spot a prospect…

Give your name and company. “Hey, I’m Jim Riggins, with Technocom.”

Shake firmly. No one wants to shake hands with a dead fish.

Creatively say what you do. “We help businesses build their image through quality document duplication. You know every time you make a copy and send it to someone, it’s a reflection and expression of the quality of your business. Your customer, prospect or supplier subconsciously forms an opinion about your company when he sees the quality of your copy. We supply Toshiba copiers to some of Charlotte’s finest businesses.”

Now, ask an open-ended power question or series of questions:

  • What type of copier do you have? (variations and additions:)
  • What does your company do?
  • How often does your present copier need repair?
  • How many copies do you make per month?
  • How many copies have you logged on your present machine?
  • What type of policy do you have regarding the quality of copies you allow to be sent to a customer?

Let the other person talk until you get a firm idea about how he/she can use your product or service.

Don’t deliver too soon. Wait until you have enough information
from the prospect before you strike.

Make a statement and show how you help. “Some of our major accounts like …… (said to gain some confidence) are people we’ve been dealing with for more than seven years. Our experience has shown us that the copy quality we are able to maintain impacts the image our customer is trying to portray to his customer. You’re concerned about your image, aren’t you?”

Solidify an action plan and get together. “I’d love to have an opportunity to show you instead of telling you. If you give me your card, I’ll arrange a free two day test and demonstration; this way you get a chance to see if it works for you in your environment… when would be a good time to get together?”

The delivery of your commercial is successfully achieved when you are able to exactly match your services to specifically identified prospect needs. This can only be achieved with excellent pre-planning and preparation. The statements you make and questions you ask must blend with the the information you gather in order to be victorious.

If you’re going to play the game, it’s a lot more fun when you hit a home run.

FREE GitBit

30Second Personal Commercial Worksheet. If you don’t already have a 30Second Personal Commercial, you’re losing sales! This worksheet will step you through the writing process. Just go to www.gitomer.com, click Access GitBit/Redbit at the top of the screen, register if you’re a first time user and enter the word WORKSHEET.