Step 1 Create the Initial Benefit Statement

The Initial Benefit Statement, or IBS consists of two parts.

First, you state an Opener which consists of a current need, problem or desire that your prospect would like to satisfy.

Second, you close with a Benefit Statement that includes specific idea or solution (your request) that answers that need. Stating the IBS is done using the pace-lead rhythm previously discussed in order to maximize its effectiveness.

The IBS acts to whet the appetite of your prospect to listen and pay heed. When you formulate your IBS, you can use the following examples:


"It is my understanding that you "

"We've found that most people are looking for..."

"I hear you have a problem in the area of..."

"What most people want..."

"It's hard to be unproductive because "

Benefit Statement:

"This is why many normally do this " "X works specially well in this scenario..." "In such situations, x is the best possible solution..." "In other words, what you're looking for is "

When making the initial benefit statement, be certain to point out that your idea does solve his problem. If you can accomplish this, you have enticed your prospect.

This would be a sample IBS using the Pace-Lead Rhythm.

"Mr. Richards, times have been bad and money doesn't flow so well anymore, specially for small firms such as yours. We know that your operations are no longer very efficient and it cuts back on your profits. We can provide you with the necessary computerized networking solution that can cut wastes 90% and boost profits 70%. How does that sound to you?

The IBS certainly grabbed his attention, didn't it? He saw that he had something to gain.

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