Last week we talked about how the Benefit Play turns the focus from the sales person to the needs and wants of the suspect in the Case Open Routine. It is important to remember that at this stage of the sales process, using you and your in the Benefit Play is too direct. For example saying "we help increase your sales," is too direct, it lacks finesse. When a play lacks finesse it may irritate or offend the suspect. On the other hand, skillful construction of the offer invites the suspect to continue the conversation.

Compare two different play sets. The first will use the more direct play, "we help you increase your sales," the second will use a bit of finesse, "we help our clients increase new sales." This is how the benefit play would flow starting from the Rapport Play.

• Rapport: I'm Scott Baird with Griffin Hill. Darryl Sisk suggested I give you a call.
• Position: Griffin Hill specializes in human and organizational performance.
• Benefit: We help you increase your sales using our specialty in human performance.

This play set can be a bit presumptuous and abrasive. When the play set is abrasive the suspect may be irritated and will be less motivated by it. In fact, an irritating Benefit Play may stimulate the suspect to terminate the conversation. Here is the same play set with just a bit of finesse.

• Rapport: I'm Scott Baird with Griffin Hill. Darryl Sisk suggested I give you a call.
• Position: Griffin Hill specializes in human and organizational performance.
• Benefit: We help our clients increase sales using our specialty in human performance.

The second play is inviting instead of irritating. The point is to avoid making the offer too abrupt and direct at this stage of the selling process. To make it less abrupt avoid using you and your in the Benefit Play. Replacing you and your with our clients will add a bit of finesse that will make the play more inviting, and it will inspire your suspects to want to meet with you.