STEP 1. ESTABLISH CONNECTION WITH THE PROSPECT (BUILD RAPPORT)
Put yourself in the other person’s shoes. When you receive a call
from someone you don’t know, your mind spontaneously wonders
“Why is this person calling?” and “Why is this person calling me?”
The first 20 seconds of your call is to establish a connection with
your prospective customer by very quickly answering those two
questions, even though they have not been asked out loud. Match
the customer’s voice pitch, rate, and tempo as well as the represen-
tational system they prefer—visual, auditory, or kinesthetic. If you
are in front of your prospect, match his or physiology, as well. All
these things will build a connection to your prospect.STEP 2. GET ACKNOWLEDGMENT OF A NEED OR DESIRE BY ASKING QUESTIONS
Make your questions as broad as possible to increase the possibility
of an affirmative response. Phrases such as “would you ever” or
“have you ever” are good ways to do this. The person with moving-
away motivation is more likely to express a need than a desire,
whereas the person with moving-toward motivation is more likely to
express a desire than a need. Once you understand the broad need
or desire, ask questions that define the need or desire more specifi-
cally. The more details you can collect, the better. Make note of any
unusual word choices the prospect uses at this point. You will be
able to use them in Steps 3 and 4.DECISION POINT: ACKNOWLEDGMENT OF NEED OR DESIRE
If the prospective customer does not acknowledge a need or desire
for what you are offering, thank the person and move on. You waste
your own time and that of the other person by trying to persuade peo-
ple who are not interested. Immediately contact your next prospect.STEP 3. ESTABLISH VALUE RELATED TO THE NEED OR DESIRE
Here you begin the presentation of your product or service with the
prospect’s need and desire in mind. Present your product or ser-
vice in such a way that it will fulfill the client’s need or desire. If
your product or service cannot fill a need or desire, say so and
thank the prospect for his or her time. Never sell people something
they don’t need or desire. Refer the person whose need or desire
you cannot meet to someone who can. This is just as good as creat-
ing a satisfied customer because of the resulting goodwill and refer-
rals you receive.226 Learning to Sell the Easy Way