It would be an oversimplification to state that selling a product or service relies solely on the personality of the salesperson.
Don’t we all wish it were that simple!
That ability to get in communication with another individual and build a high level of affinity and agreement is vital, we know that. But a salesperson’s personality and all that comes with it is not always enough to make the sale; you still have to “make the case” for your product or service.
How do you make the case for anything?
Imagine you’re a lawyer standing in front of a jury. As a lawyer you have to “sell” the jury on you, your client’s innocence (or the defendant’s guilt), AND prove your case at the same time.  That’s a tough gig.
So the question for the salesperson is: are you proving your case? If not, you face a much steeper uphill climb.
You have to make the case for your product or service by following the golden rule; there is power in the written word – in other words most people will believe what’s written before they will believe what’s said.
The written word has influence because most of us believe (or perceive) those words to have more authority.
For example, if I say something I didn’t mean to say, or use the wrong word when speaking, I can correct myself and make the most of it. Most others will forgive the mistake. But not with writing. Because written words are chosen, and therefore had “intention” behind them, they are not so easily discarded or forgiven by the reader.
So, how do you use this to your advantage in selling? By creating marketing materials that can be used in your presentation to make the case for your product. Not pretty, platitude filled prose – real proof.
For example.

• If your product is faster than the “other guys” then prove it. Show images, videos and a third party “speed” analysis. That third party can be an independent agency. Don’t have one? Find one, it will be worth it.
• If you do a better job than the competition then prove it. Show your online ratings versus theirs, your awards and industry acclaim versus their lack of.
• If your technicians or installation crews are smarter and do a better job than your competitor’s then prove it by profiling them in a flattering way and emphasizing their credentials.
• If your company is more nimble, service-oriented and caring than your bigger competitor then prove it.

All of this is geared towards emphasizing your company’s attributes and minimizing the competition’s power.
We hope you get the point.
There will be much more to follow on this subject at SELLability.com
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