Wendy Wiess has a good post on IBS (Initial Benefit Statement), here is a quote:
The point is that you need to get into your customer’s heads and figure out what differentiates you (your company/products/services) from the competition and why your customers buy from you. Then in your cold call opening, lead with that differentiator and/or that reason. Once you are able to stop making your offering into a commodity and instead focus on the value, your prospects will respond.
While at Three Value Logic, I learned that the first 10 – 20 seconds of a call are the most important, and really determine the ultimate outcome of the call. I’ll have more to say on this point later.
