On Friday, November 5th, I arrived at the Atlanta airport by 6:35AM. I checked my bags by 6:40. At 6:45, I walked into the Brooks Brother Store near Delta’s check-in area. Before the clocked hit 7:00AM on the dial, I spent $198 for a gray suit jacket to expand my working wardrobe.
As I handed over my credit card, I didn’t worry about price or wonder if there was a better gray jacket to be found at another store. I was happy to spend the money because buying clothing at the airport at the crack of dawn saved me time.
We’re all short on time and we all want more of it. Even when buyers claim they need a low-priced option, most of them really mean they want the lowest acceptable price taking the least amount of time to find.
What does this mean for sales professionals?
It means all of us need a time-saving component in our selling scripts. “Customer, we save you time because . . ."
• We’re easy to deal with.
• We’re watching your back.
• We are experts at this.
• We eliminate problems.
• Customers get what they expected to get.
• Customers like the end-product.
More time is the one thing everyone wants to buy. Selling your time saving advantage helps you sell more.
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