Selling The Sizzle
This phrase is as old as dirt – but, still valid and a wonderful term to lock away in your head
and bring it forward as and when you are in a sales situation. What it means of course is to
make sure you are talking about the things that are or would be attractive to your client. So
attractive that they are eager to buy the travel experience from you now, today. Let’s explore:
Okay, think about the game, be out in the park,
near a camp fire, walking past a
street vendor and suddenly
the aroma of hot dogs and
onions comes zipping past
your nose… MMM!
Then there’s that steak on
the Barbie - and not only the
aroma but the sound of it
cooking. The sizzling sound
that suggests one very tasty
meal coming to your table
any minute now.
words that will have your clients salivating over
what you are cooking up for their
vacation.
When To Sell The Steak
Now we switch menus for
a moment. When you
have clients who are
beach lovers and enjoy all
things sun related – then
they are savvy to the
benefits of anything you
are going to tell them
about. What you do now
is promote the features of
the “steak”.
The phrase sell the sizzle not
the steak is what we’re
focusing on. In other words,
sell the benefits not the
features. You know all about that
steak in terms of what it is and where to buy it
and how to cook it. You also know that it’s very,
very tasty… AND it satisfies your hunger. Those
two comments are the key benefits. That’s the
sizzle you are selling. So let’s equate all this to
selling hot and sizzlin’ summer vacations.
So, this resort has a larger
swimming pool, they have 5
more night clubs than other similar resorts. The
golf course is one of the top courses in the area.
You see that in reviewing these types of features,
a savvy client would be picturing the benefits in
their mind. They know what a larger pool means
to them, same thing for the choice of night clubs
on the property and so on.
What’s HOT and on the Summer Menu?
Adding The Secret Sauce
First stop is to search online for THE WORLD’S
BEST… and then you can fill in the blank with the
words: beaches, surfing, scuba, with night life
and then when you check the results of your
search you can check with your preferred
suppliers to determine if they feature that
specific destination.
When it’s time to market your chosen SIZZLIN’
vacation spot then you’ll be searching for those
Every top salesperson has a secret sauce or an
ingredien Ёѡ