Determine what the prospect wants, whether it be gaining more customers, improving employee performance or introducing a new service, and show how your product can produce that outcome—how it can become an investment for the future rather than a purchase.
Emmer explained the idea further. "Asking, 'Would you like to see your business do better this year than last year?' normally would get a 'yes' answer. Asking, 'Would increased productivity from your employees be valuable to your business?' might also work," he said. "The point is that you need to sell the outcome, not the product."
Allison Ebner is content editor for Promo Marketing, NonProfit PRO and Print+Promo. Reference any animated movie, "Harry Potter" character or '80s band and you'll become fast friends.