Many entrepreneurs, from all walks of life, have great products, offer incredible services and have ideas that would truly be beneficial.  However, many times they lack the ability to effectively communicate their message in order to get a response!  Response is the key word. If you can’t communicate your message…if you can’t get others to want what you have… if you can’t “create the need” for what you have – do you know what happens – nothing!  Red Motley once said, “Nothing happens until… somebody sells something!”

Some equate this to having to “sell.” Many people get uncomfortable just hearing this word: sell.  But it is the only way someone will “buy” what you have. You should never think of selling anything.  he key to successful communication is to always think of how what you have can truly help the other person. Your marketing message can’t be a trick or gimmick.  Your message has to be based on honesty, sincerity and integrity.

How many times have you been talking with someone about your product, service, business or idea and at the end of the conversation they would get up and leave – with no response?  And your thought would be, “… I don’t understand. I told them everything about my product.  Why didn’t they respond?”  That’s the problem – you told them everything you knew – instead of telling them what they wanted and needed to know.

Your message (what you are saying about what you have) has to be delivered in the same way the other person is receiving it.  The problem is we all think we have to tell the other person everything we know – we think the more facts the other person has will enable them to respond and take action!  Remember: “… facts provide the information, but the emotion provides the interpretation.”  What is meant by this is that whatever we are saying the other person is taking it in and “mentally digesting” all the information on an emotional, not on a factual, level.  Now, it’s very important to understand you need to still talk about the facts. The other person still needs to understand the facts, but that will not “create the need” for what you have. It is the combination of the features (facts) and the benefits that cause the magic to happen.

There are 5 key elements always present in a successful sales presentation – whether you are looking at someone face-to-face, talking with someone on the phone, making a presentation to a group or trying to communicate your message via a video for your website or on YouTube or some other social media platform.  You can use this information in two ways: creating your presentation or in a review mode to make sure you included all the needed information.

No. 1  GRABBER: this is the best way to start.  A grabber can be defined as a mutual point of agreement.  This is the first step in establishing a relationship that stems from a “helping” perspective.

No. 2  PROBLEM/SOLUTION: this proven method of communication has been used for years, but the key is how it is used.  Everyone talks about their product, service, business or idea as a solution.  But what we don’t do is talk enough about the problem.  Think about it this way: if the other person doesn’t know they have the problem – why would they need your solution.  However, if the pother person realizes they have the problem, now they want your solution.  There is a major difference between needing and wanting!  When thinking of creating and designing your personal marketing message, it’s important to keep in mind your role is one of being a problem solver.  Take a look at what you have – your product, service, business or idea – and ask yourself, what problem am I solving?  Every product on the market today, solves a problem.  If you are at the “idea” stage, it is crucial to clearly define, and communicate, what the problem is and how are you going to solve it.

No. 3  P O D: This stands for “point of difference.”  What is so unique about what you have? What separates what you have from everything else on the market?  Is it an ingredient?  Your guarantee?   Your price point?   Your customer service?  Or maybe, it’s YOU!

No. 4  WSGAT^®: Or, “What's So Great About That?” This is my trademarked system to make sure you are communicating benefits (not just features) that will resonate with the other person.  Remember: you have to stop looking at what you have for what it is and start thinking about what you have for what it do for others! Features tell… BENEFITS sell!

No. 5  CTA: this stands for “Call To Action.” At the end of the communication process, you must ask the other person to take action on what you are offering.  If you don’t – guess what – they won’t!  This is usually where one asks for the “magic close.”  And here it is – there isn’t one!  If you are following all of the above steps, you are closing ALL the time. Again, this is NOT based on tricks, manipulation or gimmicks – but on honesty, sincerity and integrity.

Remember… the mediocre entrepreneur is one who tells… the good entrepreneur is one who explains… the GREAT entrepreneur is one who demonstrates… but it is the SUPERIOR entrepreneur that inspires the buyer to feel the benefits!



About the Author
With more than three decades of sales experience, Circosta is television’s first home shopping host who played a major part in creating the multi-billion dollar television home shopping industry.  He has logged over 25,000 hours of live selling on television, made over 75,000 product presentations, and has sold more than $1 billion in merchandise.  

His breakthrough strategies have been featured on NBC’s Dateline, ABC’s Good Morning America, NBC’s The Today Show, 20/20, USA Today and The Wall Street Journal. Circosta has also helped celebrities such as Suzanne Somers, Fran Drescher, Florence Henderson, Ken Paves, Jennifer Flavin-Stallone, Carol Alt, Jillian Barberie, Dixie Carter, Patti LaBelle, Bob Hope, Ed McMahon, Farah Fawcett, and Cindy Margolis sell their products.  He owns Bob Circosta Communications and currently lives in Clearwater, Florida.

More info: www.BobCircosta.com