This document outlines a 4-step sales framework: 1) Introduction, 2) Asking a broad question to get the other person talking, 3) Listening actively until they stop talking and responding based on how they stop (statement, question about past/future), 4) Closing by making promises to do something if they express interest and want help. The goal is to follow what the customer wants by responding to how they stop talking and addressing any objections by relating a relevant past story.

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