In this first rolepay post, I'm going to compare the selling process to the game of chess.

Just like chess, you make a move, then the prospect makes a move.  That process goes back and forth until you get one of three outcomes.  A 'Yes' - which mean the prospect decides to buy.  A 'No' - which means the prospect decides not to buy.  join your organization.  Or a 'Lesson' - which means something else
happened.

You are only seven moves (at most) away from closing any sale.  Seven moves sure doesn't seem like many, but that's the maximum number of objections any legitimate prospect can come up with.  Your job is to identify when someone has made a move, and have the skill to counter it.

The Private Understanding is the foundation for a successful sales call.  It establishes the prospect's motivation.  Determines if the prospect has, or can obtain, the finacial ability to make a purchase.  Summerize your sales process (the information you will be sharing with the prospect).  And it gets the prospect to agree to give you a decision once all their
questions are answered.

Here is part 2 of Private Understanding.

In Part I of the Private Understanding we talked about two ways that prospects disqualify themselves.  The first one is that they are not looking, and the second one is the lack of adequate finances.  In Part II we will discuss the process review and decision agreement.

By summarizing your sales process to the prospect, you put them at ease.  It's the difference between going to the dentist 50 years ago, before dentists understood the value of human communication, and today's dentist.

Pendulum Theory is the foundation of Ethical Persuation Process, and is my favorite strategy, because it works so well at getting a decision from a prospect.

In the next two lessons, you will see examples of The Crossover Move, The Fade Move, Embedded Commands, and Cushions.  This is really going to be fun.

Pendulum Theory is based upon physic's First Law of Motion, which states: An object in motion tends to stay in motion, and an object at rest tends to stay at rest.

In Part I of the Pendulum Theory I gave an example of using it on a negative prospect.  Now I'll finish by showing you how to use the Pendulum Theory on positive and neutral prospects.

The Positive Prospect:

The positive prospect says, "I love your company, you guys make great widgets."

The YNT Move is the final move in the Private Understanding Gambit.  It is a well disguised close which eliminates the prospect's ability to use the 'think it over' move on the you.

The Ethical Persuader uses the YNT Move after he has uncovered the emotional reasons why the prospect is looking (i.e., pains and consequences), and their budget.  The next step is to review the recruiting process.  Once that is done, the YNT Move is used.  In its' generic form, it sounds something like this:

You are only seven moves (at most) away from closing any sale.  Seven moves sure doesn't seem like many, but that's the maximum number of objections any prospect can come up with to avoid buying your product or service.  Your job is to identify when someone has made a move, and have the skill to counter it.

The Ethical Persuader uses the prospect's pain and consequences to move them to a decision.  Most people are motivated to action when avoiding pain.  For example, you go to the dentist when you have a toothache.  Your trip to the dentist is to stop your current pain (your toothache), and avoid the consequences of even greater pain (having your tooth extracted).

I discussed in Pendulum Theory that your prospect is either positive (interested), negative (not interested), or neutral (indifferent).  You also learned that prospects will swing back and forth from positive to negative as they go through your sales process (and how you can control the prospect's direction by using the methods I've outlined).