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6 Ways to Communicate Impact in Sales

blog author
Written by Mike Schultz
President, RAIN Group

You’ve worked on building rapport with your prospect and you’ve uncovered their aspirations and afflictions. The question then becomes, "So what?"

If your afflictions don't get solved, so what? What won’t happen? Will they get worse? How will they affect the bottom line of your company, division, or department? How will they affect your life?

If your aspirations don't become reality, so what? Will your competition get ahead of you if you don't innovate? Will you lose market share if you aren't aggressive in your strategy? Will you never be able to grow your business to a point where you can sell it and reach your personal financial goals? Will the promotion you desire continue to elude you?

Your ability to quantify the impact and paint the "so what" picture is the foundation for how important it is for the decision maker to buy from you. If you don’t answer the "so what" question, the initiative will fall to the bottom of the priority list.

Make the impact clear, and the prospect's perception of the gap between where they are and where they want to be grows to its widest. Impact is the I in RAIN Selling. To learn more, download our ebook, RAIN Selling: Keys to Leading Masterful Sales Conversations.

6 Ways to Demonstrate Impact in Sales Conversations

Show someone a way to succeed more, solve problems, and make more money...suddenly that person feels stress drop away, is excited to make a difference, and anticipates greater success and worry-free weekends. You’ll make the sale and you’ll both be happier for it.

Fail to demonstrate the impact in your sales conversations, however, and you won’t capture the prospect’s interest and desire, you won’t take him on an emotional journey, and he won’t feel that it’s important enough to put your agenda on top of his to-do list.

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RECOMMENDED READING >> 5 Things You Must Do in Every First Sales Conversation

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Topics: Sales Conversations

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