NETWORKING TIP OF THE WEEK
Purpose of Initial Communication:
Within 60 seconds you must:
1. Turn suspects into prospects
2. Qualify for interest
3. Set an appointment
Communication Plays:
1. Rapport Play – Who I am
a. Your goal with the rapport play is to: Break the ice, lay the foundation for a relationship,
establish professionalism and credibility, and it lets them know who you are.
b. You must execute with confidence, keep it short, and make a connection.
c. Example: “Hello Mr. Jones, I’m Jordan Wexler with Encino Business Network.
You may have heard of us.”
2. Positioning Play – What I do
a. Your goal with the positioning is to: Stake a claim and let them know what you do.
b. You must “claim it or never own it” and state it often.
c. Example: “I am running the Encino Business Network where we connect thousands
of local business professionals together.”
3. Benefit – Why clients like you care
a. You must transition your focus to your prospect where you make an offer of something
desirable and compelling. You must tell them why customers care about your service
so they are inspired to meet with you.
b. Remember that all prospects are self-interested so you must present benefits, advantages
and features to peak their interest.
c. Make sure that your benefit play covers one of these benefits for your prospects: Profit,
Pain Relief, Pleasure, Prestige or Preservation.
d. Example: “We help business professionals receive quality referral leads from consumers
and other business professionals while also assisting them in getting ranked on the first
page of major search engines.”
4. Proof – Evidence/proof of why you should care
a. You must include proof to back up your benefits to strengthen your credibility and
validate any of your claims. This builds confidence in you as a salesperson, and it
shows evidence of the benefit to the consumer.
b. Remember that sales is an honorable profession, so keep it that way. Integrity leads
to repeat business, so the proofs must be true, verifiable and related to stated benefit.
Keep the proofs reasonable specific and include any referral names if possible to strengthen your claims.
c. Example: “Many of the business professionals in my network have been ranked on the
first page of major search engine in as little as 2 weeks; and Mr. Hansen,
who owns a local painting store, has already received more than $13,000 in referral business from my network.”
5. Schedule the next event
a. Before going into a more in-depth explanation of your service, try to schedule the next
event. This alleviates frictions in the sales process and it also sets the expectation of
moving toward the close.
b. By scheduling the next event, you increase your likelihood of moving forward to a close,
and saves time and follow-up work.
c. Example "I’m confident that my business network will help you grow your business, but
I would like to know more about your business so we can identify how my business network can help you increase your bottom line. Do you have a minute right now,
or can we meet on Wednesday or Thursday at 4:00 pm, whenever is most convenient for you?"
Summary of Initial Communication Play
“Hello Mr. Jones, I’m Jordan Wexler with Encino Business Network. You may have
heard of us. I am running the Encino Business Network where we connect thousands
of local business professionals together. We help business professionals receive quality
referral leads from consumers and other business professionals while also assisting
them in getting ranked on the first page of major search engines. Many of the business
professionals in my network have been ranked on the first page of major search engine
in as little as 2 weeks; and Mr. Hansen, who owns a local painting store, has already
received more than $13,000 in referral business from my network.. I’m confident that
my business network will help you grow your business, but I would like to know more
about your business so we can identify how my business network can help you increase
your bottom line. Do you have a minute right now, or can we meet on Wednesday or
Thursday at 4:00 pm, whenever is most convenient for you?”
THE CRECCO COMPANIES
Real Estate Remodeling Social Media
Anthony J Crecco
Short Sale and Loan Modification Expert
Thornwood NY 10594
914.269.8184
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