| Admire and Comment | Find something good and comment on it, genuinely, with a question |
| Benefits not features | Only the benefits you know they want, each one linked back to a feature |
| Close – have a favourite | Have a favourite close and use it, not too soon and not too late |
| Diagnose their needs | Question to find out their needs before you try to prescribe a solution |
| Easy to contact | Great voicemail message, / footer, & always get straight back to them |
| Follow up | Show interest and efficiency and get a decision / learn why not |
| Get past the Gatekeeper | What is your short intriguing line to push past the defence? |
| Hot buttons | Find out the personal things and work factors that excite the buyer |
| Influencing | Learn Cialdini – scarcity, small starts, reciprocity, contrast, etc |
| Judging is likely to be wrong | Type of person, and their needs – don’t pre-judge |
| Keep the door open | If you get a “No” get agreement to contact them again in the future |
| Liking | Be liked! From: common ground, listen, compliment, talk about them |
| Matching | Same speed, tone, exact words, and seating position |
| Negotiate | Last resort – but trade rather than give away price |
| Objections, incl. The Onion | Peel the onion to find the real objection, then use Feel Felt Found |
| Prepare | Prepare about them, opening questions, likely objections and a close |
| Questions | Use the funnel, probing questions, and Question/Answer/Comment |
| Referrals | These are an easy sell, so ask for them when the customer is happy |
| Statistics | Track conversion rates, activity rates, and what works |
| Types of people | Adapt to the four types – Analytical Controller Enthusiast & Amiable |
| Understand their reasons | Why didn’t they buy? Why DID they buy? |
| Value to them | Price is irrelevant if you can demonstrate value to them |
| Which means | The connecting phrase between the features and the benefits |
| eXtra mile | Delight the customer with unexpected extras or personalisation |
| YOUR next action not theirs | Keep the next action with you, never agree to them calling you |
| Zap! | Not all customers can afford you and that’s fine. You have power! |
