Foundation 1: The 5 Steps to a Conversation

Question 1

What are the 5 steps?

Answer 1

Introduction
Short Story
Presentation
Close
Rehash

Question 2

What are your goals during “Introduction”?

Answer 2

Create positive first impression

Break the ice

Set the tone of the conversation

Question 3

Which acronym should we use to create a powerful first impression?

Answer 3

SEE

Question 4

What does SEE stand for?

Answer 4

Smile
Eye contact
Excitement

Question 5

Why is smiling important?

Answer 5

It reflects your attitude

It is inviting

It can be contagious

Their reaction allows you to gauge their interest level/mood

Question 6

Why is eye contact important?

Answer 6

Eyes are the window to the soul

You come across as open and honest

This builds their confidence and trust in you

Question 7

Why is excitement important?

Answer 7

It creates impulse and curiosity

They assume you are talking about something exciting

Question 8

What percentage more excited than the potential customer should you aim to be?

Answer 8

10%

Question 9

When does your first impression start?

Answer 9

As soon as they see you/your setup

NB: This might be before you see them!

Question 10

What is the purpose of “Short Story”?

Answer 10

To explain who we are and what we’re doing

Question 11

Which acronym is useful during “Short Story”?

Answer 11

KISS vs. KILL

Question 12

What does KISS vs. KILL stand for?

Answer 12

Keep It Short and Simple

Keep It Long and Lengthy

Question 13

Should you ask questions during “Short Story”?

Answer 13

YES!

Questions here increase their interest and investment

Question 14

Two “No”s and …?

Answer 14

GO

Move along and play the Law of Averages

Question 15

What is our main goal during “Presentation”?

Answer 15

Maximise the perceived difference between value and cost

ie. Maximise perceived value, minimise perceived cost

Question 16

Value - Cost = ?

Answer 16

Savings

Question 17

How do we show customers how great the deal is?

Answer 17

Paint a picture of their life including the product

CPPS

Make value and savings seem huge, use expansive body language, emphasise words like “huge”, “massive, talk about money in pound terms

Make costs seem small, use body language, use minimising words like “just”, “only”, talk about money as “quid”/”pence”

Ask closed questions to create a “yes train”

Incorporate impulse factors

CPR

Question 18

What does CPPS stand for?

Answer 18

Create Problems, Provide Solutions

Question 19

What is the acronym for impulse factors?

Answer 19

FUGIES

Question 20

What does FUGIES stand for?

Answer 20

Fear of loss
Urgency
Greed
Indifference
Effect of Jones (ie. trends)
Suggestive language

Question 21

What does CPR stand for?

Answer 21

Create a Personal Relationship

Question 22

How do you CPR?

Answer 22

Ask 3 things about them and tell them 3 things about you

Compliment them

Think of them as your “5 minute friend”

Question 23

Why should you CPR?

Answer 23

The customer will buy into you more than they will into the product

People are more likely to buy from friends!

They are less likely to cancel on a person than on a company (if they remember and like that person!)

Question 24

What does ABC stand for?

Answer 24

Always Be Closing

Question 25

Is a close a sale?

Answer 25

No! A close is a decision/conclusion

Question 26

Do we assume they’re a “yes”?

Answer 26

Yes! Why else would they have stayed this far into your pitch?

NB: Try creating a “yes train” to reinforce this

Question 27

When is it a good idea to break eye contact? Where should you direct your gaze?

Answer 27

Look down at your tablet when asking for personal details

This directs the conversation, shows your intentions, and won’t feel invasive/creepy

Question 28

What is the point of “Rehash”?

Answer 28

Seal the deal

Consolidate the sale

Sell more?

Avoid cancellations!

Question 29

What does REHASH stand for?

Answer 29

Remember Everyone Has Another Sale Hidden

(Can you make another sale here? Can you up-sell while they’re in the mood to buy? Will they tell their friends about you/their deal?)

Question 30

How do we utilise Rehash to avoid cancellations?

Answer 30

Eradicate buyers remorse

Leave the customer feeling positive

Answer any questions

Make sure they understand the next steps

Question 31

What happens if there has been a misunderstanding or miscommunication?

Answer 31

They will probably cancel

Question 32

What happens if they have a question once they get home, or their housemate has a question?

Answer 32

They will probably cancel

… it is easier than speaking to someone at a call centre in search of answers

Question 33

Should the bulk of the information come near the start, middle or end of the pitch? Why?

Answer 33

The end

We don’t want to overload the customer at the start and we want to leave them feeling informed

Question 34

Why do we use the “5 Steps”?

Answer 34

To control the outcome of the conversation

To elicit trust

To build curiosity

To control impulse