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Entice Nervous Buyers With Added Value

Even in an uncertain economy, you can still get prospects to spend money on your business.
November 11, 2002

Q: I'm in IT contract staffing, and lately the IT industry has really been struggling. I'm trying to prospect for new customers, but they want to be called when things pick up, not before. I would love to call on these prospects and offer to bring some sort of value to their day along with my service, but I don't know how. Any ideas?

A: It's not just the IT industry--the "perched-pen" syndrome is showing up everywhere. Here are a few tips on finding ways to add value to your prospects and customers' businesses while the economy gets back on its feet.

Take a serious look at the way your existing customers are using your products, services and solutions and ask yourself if you can impact one or more of the following areas:

Now ask yourself: Can my products, services and solutions create ROS, ROK or NWC? If so, make sure you can articulate your ideas in a way that your prospects can easily understand.

The bottom line? Begin to find ways to create greater value to your prospect's top, middle and bottom lines, and you'll get them to do business with you faster than you would have ever imagined.

Tony Parinello is the author of the bestselling book Selling to VITO, the Very Important Top Officer. For additional information on his speeches and his newest book, Secrets of VITO, call (800) 777-VITO or visit

The opinions expressed in this column are those of the author, not of All answers are intended to be general in nature, without regard to specific geographical areas or circumstances, and should only be relied upon after consulting an appropriate expert, such as an attorney or accountant.