That is a good question. If not asked verbally, your prospect is undoubtedly thinking it.
Most agents would reply by telling the prospect what they think of themselves. They provide a data dump of superfluous information, which is of no interest to their prospects. They flatter themselves hoping that others share the same interest in them and their history. Ladies and gentlemen, this isn’t the way things work.
Excuse my bluntness but, by and large, people don’t care about you… or the horse you rode in on.
I want you to answer their question, but I want you to address it from a different angle: from the eyes and experiences of your current customers. I want you to tell this prospect what your customers think about you… not what you think about you.
Answer: “Jim, I’m glad you asked me that. The last three couples who selected our service, when choosing their first river cruise, selected us because they appreciated our follow-up and follow-through. In addition to our clear explanation of possible options, they feel comfortable with our meticulous attention to detail. We can offer this very same high-level service to you.”
The secret here is that you don’t have to make anything up. No stumbling, stammering or having to think on your feet. You simply relay the facts as delivered to you by your current client base.
Another secret is to make the connection with the prospect. Size them up as best you can before providing your answer. If they are a small business seeking help with their sales meeting, you say, “The last two small companies who worked with us to manage their sales meeting chose us because…”
The last single traveler who…
The last large corporation…
The last family investigating the possibility of staging a reunion called us because…
You get the idea. When possible, look for “the hook.” It will help you to arrive at the next phase of the conversation.
Mike Marchev is a down-to-earth motivating sales trainer, author and business coach who specializes in the travel industry. For a complimentary copy of Mike’s 12-Word Marketing Plan send him an email at firstname.lastname@example.org with the number “12” in the Subject Box. His daily column is made possible by AmaWaterways.