The 4 Step Sales Framework shows the most effective way to successfully guide the prospect to a buying decision.

1. The Four Step Sales Framework
This is an easy and complete framework to Option 2 – 20% of the time they will end by
explain everything that happens in a sales asking you a question about the past. That is a
presentation, so the user always knows where good question for you to answer. Tell your one
she is. Great salesmen follow what the customer minute story that most closely fits what they are
wants, so after you initiate the process, you will asking. Finish with a question, like “Is that what
respond to the other person. you are looking for?” or “Fair?” so they know
they should talk.
Prerequisite - Introduction and PSR stories from
Talk Your Business! How to make more and Option 3 – Less than 10% of the time they will
better sales right away. finish by asking you a question about the future,
asking for your opinion. When I am selling, I
Step 1 - Introduction – There are five points to a
don’t have an opinion. This is a dangerous area.
good introduction which takes less than 15
The safest answer is, “That’s a difficult
seconds. An energetic introduction lifts the
question. It reminds me of when…” and tell
energy of the conversation, so more gets
your closest story about the past. They can (and
accomplished.
will) differ with you about your opinion. It is
1. Name? easier for them to accept something that has
2. Title? already happened.
3. Organization? Option 4 – Objections. Most sales trainers make
a big deal about “objections” like, “You cost too
4. Why are you here? much!” One, objections almost never happen
5. Why are you excellent? (less than one percent of the time in my
experience), and two, an objection is nothing
(If Title and Organization are not easy, leave more than a statement. So instead of getting
them out.) emotional, go back to Option 1, say, “I cost too
Step 2 - Ask a broad, non-specific question much?” and watch the prospect talk herself out
designed to get the other person explaining what of her objection.
they are interested in. It helps to know what they Step 4 – The Close – Another highly arcane and
are interested in before you meet them from technical concept sales trainers like to make
journalism, mutual acquaintances, Linked In, indecipherable and bury under gobbledygook.
etc. How do you know this person? What do you Simply put, a close occurs each time you and the
know of them? other person make promises to each other to do
Step 3 – Eventually they stop talking. (People something. If they don’t want anything, there is
will routinely talk about themselves for an hour nothing to close. However, if your stories are
or more. You just listen actively…nod, smile, interesting, they will want your help. When they
move forward, etc. ask you to do something, that is the next step to
them getting what they want. Don’t be in a hurry
Option 1 – Most of the time when they stop to move on, but discuss timing, size and what
talking, they will end in a statement. They don’t are the key aspects of completion. Write them
want to hear anything from you, yet. Repeat the down during the conversation, send a copy of
last phrase of the statement as a question and off your understanding as soon as you can, and then
they go again. furnish what they want as soon as you can.
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