Inverse Bridging

Inverse bridging occurs when you start with a benefit and bridge it back to the supporting feature. This approach says to the customer, "This is what we can do for you (benefit) and this is how we do it (feature)." This is an excellent strategy to make a telephone appointment, to create demand in a new or existing account, or to gain interest when making cold calls. Customers frequently challenge salespeople by demanding, "Why should I see you?" or "How can you help my business?" or "I'm too busy, call me in three months." Sound familiar? When on the telephone the challenge is to get the customer's attention quickly and sell the appointment. Features rarely get attention quickly, but by stating a benefit right up front you may bait the prospect enough to stimulate mild curiosity. The question is, what benefits do you use to stimulate interest? My advice is to use the benefits that have proven popular with current customers. Do some research. Know the benefits of your product or service that are consistently accepted by your customer base. Alternatively, offer a benefit that you know will directly impact your customer's business. Remember, it is the customer who validates your benefit so don't be shocked if they reject your initial attempt at inverse bridging. If they do, simply acknowledge their indifference and suggest other benefits that may be more relevant. The objective with inverse bridging is not to sell them, but to gain access. The following illustration shows inverse
bridging.

Every salesperson at some point in time has experienced the frustration of trying to make appointments. One approach that has proven effective is to suggest to the potential customer during the initial telephone conversation that you may not have anything to sell him or her. If they ask, "What are you going to sell me?" simply respond with, "At this point, I'm not sure—maybe nothing. However, what I would like is 15 minutes of your time to explore the possibility of our companies doing business." The very suggestion that you are not trying to sell them something will get the customer's attention. They will feel more relaxed about granting you an appointment. The use of inverse bridging and the "maybe nothing" statement is a potent combination that will increase your success with first-time appointments. Participants at my seminars agree that this approach is unconventional but they recognize how it can be immensely effective.