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The Four Step Sales Framework

This is a lightweight framework to explain

everything that happens in a sales presentation,

so the user always knows where she is. Great

salesmen follow what the customer wants, so

after you initiate the process, you will respond to

the other person.

Materials required - Introduction and PSR stories

from “Talk Your Business! How to make more

and better sales right away.”

Step 1 - Introduction – There are five points to a

good introduction which takes less than 15

seconds. An energetic introduction lifts the

energy of the conversation, so more gets

accomplished.

1. Name?

2. Title?

3. Organization?

4. Why are you here?

5. Why are you excellent?

(If Title and Organization are not easy, leave

them out.)

Step 2 - Ask a broad, non-specific question

designed to get the other person explaining what

they are interested in. It helps to know what they

are interested in before you meet them from

journalism, mutual acquaintances, Linked In, etc.

How do you know this person? What do you

know of them?

Step 3 – Eventually they stop talking. (People

will routinely talk about themselves for an hour

or more. You just listen actively…nod, smile,

move forward, etc.

Option 1 – Most of the time when they stop

talking, they will end in a statement. They don’t

want to hear anything from you, yet. Repeat the

last phrase of the statement as a question and off

they go again.

Option 2 – 20% of the time they will end by

asking you a question about the past. That is a

good question for you to answer. Tell your one

minute story that most closely fits what they are

asking. Finish with a question, like “Is that what

you are looking for?” or “Fair?” so they know

they should talk.

Option 3 – Less than 10% of the time they will

finish by asking you a question about the future,

asking for your opinion. When I am selling, I

don’t have an opinion. This is a dangerous area.

The safest answer is, “That’s a difficult question.

It reminds me of when…” and tell your closest

story about the past. They can (and will) differ

with you about your opinion. It is easier for them

to accept something that has already happened.

Option 4 – Objections. Most sales trainers make

a big deal about “objections” like, “You cost too

much!” One, objections almost never happen

(less than one percent of the time in my

experience), and two, an objection is nothing

more than a statement. So instead of getting

emotional, go back to Option 1, say, “I cost too

much?” and watch the interviewer talk herself out

of her objection.

Step 4 – The Close – Another highly arcane and

technical concept sales trainers like to make

indecipherable and bury under gobbledygook.

Simply put, a close occurs each time you and the

other person make promises to each other to do

something. If they don’t want anything, there is

nothing to close. However, if your stories are

interesting, they will want your help. When they

ask you to do something, that is the next step to

them getting what they want. Don’t be in a hurry

to move on, but discuss timing, size and what are

the key aspects. Write them down on the spot and

then furnish what they want as soon as you can.