Dollarization I can’t imagine going on any sales call without dollarizing the opportunity for my client or customer. Yet every day, many well-intentioned salespeople fail to do it.

I first ran across the term, “dollarization,” in a book by Jeffery Fox – “How to Be a Rainmaker.” When I read the concept, it struck me as odd that anyone would not be familiar with the something so important, yet so basic and fundamental to making an effective, fact-based, sales presentation. Yet, when I put it to test on some of the sales people at my present organization I found that most were clueless about this very simple method that can help them close the sale. In an earlier article I wrote that customers don’t buy products they buy what products can do for them. Unless we tell them how much they are going to make, how will they ever know what the product is going to do for them? Most of us are familiar with the catch phrases that we like to put in the benefits section of our presentation – attract customers, blacken your bottom line, spur impulse purchases, enhance your image – and the list goes on and on. In actuality, we continue to put these wonderful lines in our sales presentations, but they have all lost their meaning with the buyer. How many times in a day do you think they hear these? But most of this can be avoided with the very simple concept of dollarizing – showing your customer their ROI – what they are going to make from their investment. Simply said, you show them the money! Don’t make another sales call without dollarizing the opportunity for your customer.