Do You Have A Good “I.B.S.”?

If you want to be successful in business, it helps to be a good salesman. We’ve produced a series of brief training videos that focus on improving your selling abilities. Here is our latest offering about developing a good “I.B.S.” – Initial Benefit Statement. It’s only about 2 minute long, so why not watch it now?

Here is the video transcript:

HARRY:  Hi, Sam. Why so glum?

SAM:  Harry, I haven’t sold a vacuum in over three weeks. I think I’ve lost my touch.

HARRY:  Don’t worry, Sam. Every salesperson falls into a slump from time to time. You just have to get back to basics.

SAM:  The basics?

HARRY:  Right. Tell me how you begin your sales presentation.

SAM:  OK, well I know our vacuum is more expensive than the competition. So I start off by saying, Madam, this week our company is offering a $50 discount on our vacuum and three easy payments with no interest.

HARRY:  I think I may see your problem.

SAM:  Really? Tell me, please.

HARRY:  You’ve got to begin your sales presentation with an IBS. Do you remember what that is?

SAM:  Hmm, IBS? Well I know what “BS”  is. Does it mean exaggerating what the product can do?

HARRY:  Absolutely not. IBS is short for Initial Benefits Statement. In other words, what is the primary benefit the product offers to the customer?

SAM:  I’ve got that covered. It’s savings,remember? I’m offering a $50 discount, plus no interest financing.Who could resist that?

HARRY:  Evidently everyone you’ve talked to for the past three weeks. Savings isa benefit, but if you haven’tconvinced the prospect to buy, then it doesn’t matter how much savings you’re offering.

SAM:  So what’s your IBS?

HARRY:  Here’s how I begin. Madam, our powerful, lightweight vacuum will cut your cleaning time in half. It has a hypoallergenic filter that will make your home healthier, and there are no messy bags to empty and replace. Can I give you a demonstration?

SAM:  Wow, that’s pretty powerful. You didn’t even mention price or discounts.

HARRY:  I save the discount offer for my closing, if I need it.

SAM:  Thanks, Harry. I can’t wait to get back out there and use my new IBS.

HARRY:  Remember to keep the IBS short,about 15 seconds is ideal. Andkeep refining your IBS with each presentation. The better it is, the more you’re going to sell. Good luck, Sam.