Bill:OK, I look forward to meeting with you.
Fast-forward to personal appointment at the prospect’s home.
Bill is prepared with an attractive photographic portfolio of before-and-
after pictures of several of his past basement renovations. Each bears
the name, address, and phone number of the homeowners who have
consented to serve as references for him. Bill phones the day before
and leaves a message confirming the appointment.
Bill:Hi, Mr. Prospect. Thanks for meeting with me today. I like this
neighborhood. Your lawn looks great. How do you keep it so
green?
Notice that Bill starts at the beginning of the sales map, reestablishing his
connection with the prospect. Anytime there is a gap in time between
conversations or meetings, always go back to Step 1 of the Sales Map
and build the connection. If you don’t, you will have a difficult time
making the sale. Remember, people like doing business with people like
themselves. Don’t you?
Bill: Now, I remember when we spoke on the phone, you men-
tioned the importance of using your basement for your busi-
ness. Is that still the case?
Can we take a look at it?
Bill has summarized his previous conversation and informally checked
whether the prospect still has the desire mentioned on the phone. This is
Step 2 of the Sales Map. If, in the interim, the customer has taken a job
outside his home, for example, Bill wants to know this right away. This
doesn’t necessarily mean he has lost the sale; the prospect may have an
alternate reason for renovating his basement. Make sure you know what
the need or desire is and have the prospect acknowledge it.
(After looking at the basement, they return to the kitchen table.)
Bill:Do you have an idea how you want the finished basement to
look and feel?
Here Bill is linking ahead to the prospect’s desire. This is Step 4 of the
Sales Map. Bill shows the prospect samples of paneling and flooring
material based on prospect’s taste.
Using the Five-Step Sales Map to Sell a Service 243