The Jelly Effect By Andy Bounds

• How to write AFTERS (Benefits)
• AFTERS that most people want
• How to create a Winning Pitch

Andy Bounds success as an International Communication Expert and top class motivational speaker is partly due to the insights he has gained through life experience.

Andy is blind in one eye and his mother has been blind since she was eight years old due to a hereditary condition called Sticklers Syndrome. As a child, Andy would sit on his mother’s knee and ask her; how can I explain it so you understand?

So, for as long as Andy could remember, he has known something that very few others have truly known: the natural way we speak is not necessarily the natural way for somebody else to understand. Andy had to change the way he described things to his mum.

Why the Jelly effect? Most business people say too much irrelevant stuff, hoping that something they say will stick. He compares it to filling a bucket with jelly and flinging it at the other person, hoping some of it will stick, some will but most of it won't - it is inefficient and wastes time. The few insights below can help to make the process of communicating the right messages quickly and effectively seem like a walk in the park.

How to write AFTERS (Benefits)

After you have completed your work, supplied your product to the customer and they have paid for it and you have exceeded their expectations, what have you left them with?

Whatever it was is what they wanted to buy. This is the concept of Afters.

For example do you buy:

• A light bulb or light?
• A Newspaper or news?
• A kettle or hot water?

The most interesting, most important, most critical fact to tell a customer.... is what they will be left with AFTER you’ve done your work.

Why do AFTERs based selling work?

Traditional selling focuses on who you are, what you do, how you do it, and the service you provide. In other words it focuses on everything you do up to the end of your work.

Clients want what you provide AFTER you have left, to sell more, you must focus on the time AFTER the end of your work.

Communicating with them about the results they will have, or what the product will do for them in the future, is the new insight.

A simple process to sell more:

Step 1 Establish your prospects AFTERs

Step 2 State with certainty you can provide those AFTERs

Step 3 Prove you can deliver those AFTERs

To establish your prospects AFTERs ask them questions, for example:

• When we have completed our work, what is it you want to be left with?
• If you could wish for something what would it be?

Finding out what your prospect wants to be left with, will help you deliver your sales pitch, you can design it with the AFTERs

AFTERs that most people want

RITES stands for five AFTERs that prospects tend to want some or all of the time they are:

• Risk reduction
• Income increased
• Time saved
• Expenditure reduced
• Stress relief

Incorporating these elements into your communications will help sell more.

How to create a Winning Pitch

Before you make a pitch to your prospect, it’s wise to know how people memorize; this will help you make sure that they remember the important points of your pitch and not the less important points.

Most people remember the first part, the last part the part that interests them and anything that is repeated.

So to make your pitch have more value, put your key afters at the beginning of the pitch, repeat them at the end of the pitch including how you are going to achieve them and prove that you can deliver them.

Repeat certain key points several times during the pitch and give it an interesting and punchy middle, with prospect participation.

If you do this you will have created a winning pitch.

All concepts are Copyright © Andy Bounds Limited 2009

For more information go to Andy's Resource page at: www.andybounds.com

• If you want to deliver a winning pitch, buy the book
• Focus your communications on what you leave your customer after you have completed your work.
• Create AFTER bases benefits for all your copy
• Prepare your quotations and presentations repeating the key AFTERs from the introduction at the end repeat key points and deliver an interesting middle.
• Ask the magic questions to find out what your prospect is looking for after you have completed your work. This will give you an advantage when preparing your pitch.

The Jelly Effect: How to Make Your Communication Stick