5 Steps to Acquiring More
Clients, Money and Influence
Rayandra Slonina
???
You Will…
Recognize the one ingredient that
motivates a prospect to act
Understand how to shorten your
prospect’s decision-making process
Discover a way to secure more
revenue, clients and influence
Are humans, by
nature, resistant to change?
“A long habit of not thinking
a thing wrong, gives it the
superficial appearance of
being right….”
Thomas Paine (1737-1809)
Why Change?
We ask ourselves these questions, in this order:
Am I Safe?
Am I Secure?
Am I Happy?
Am I Healthy?
If not, we implement a change
We evaluate the situation
We operate a continuous feedback loop
What changes do you
help your clients make?
What results do your
clients want from these
changes?
At the heart of it, what
does anyone want as a
result of making a
change?
Why Change?
People move in the direction of greater…
People will change to gain or maintain…
People will not change if they are already in…
People want/buy what gives them…
CONTROL!
Control
Control is the ability to regulate , direct or influence the outcome of a process or event
People are not resistant to change, they are
resistant to losing control
The more out of control a client feels, the more valuable our solution becomes
The only thing we sell (or buy) is control
Why Change (Buy)?
The ultimate thing that we sell is (greater) control
A client will not buy if she feels in control
A client will buy if she feels out of control
The more out of control a person
feels, the more valuable a
solution becomes.
Creating the Conditions for
Change
In order for someone to change (buy), they must feel out of control
People feel more or less tension, depending on
how in or out of control they feel
Tension is the physical, intellectual and emotional activity that a person is experiencing at any
given moment in time
People pay attention to where they find their
tension
Productivity
Tension
Threshold of Activation
The level of tension at
which we take
immediate, definitive
action.
Creating the Conditions for
Change
At any given time, we are managing the tension level of our prospect
Different stages of a successful sales
conversation require different levels of tension
The prospect’s decision-making process is condensed if we follow 5 steps
Integrity and Trust
Creating Conditions for
Change
Five Step Model
Ideal Situation (Green)
Obstacles (Black)
Emotions (Red)
Yellow (Solution)
White, green, black, red…in this order or you’re dead!
Step Questions
Current reality of the situation
Questions to seek factual information
Quantifiable information
Manages tension downward
Tension
Pro
du
ctiv
ity
Green Step Questions
Desired state
Seek positive and compelling goals
Logical and emotional
Manages tension upward
Tension
Pro
du
ctiv
ity
BlackStep Questions
Obstacles hindering achieving the desired state
Objective and subjective challenges
Logical and emotional
Manages tension upwards to the Threshold of Activation
Tension
Pro
du
ctiv
ity Threshold of Activation
RedStep Questions
Utilized prudently
Awakens hunches and predictions
Emotional
Are asked in relation to the obstacles, not the goals
Tension
Pro
du
ctiv
ity Threshold of Activation
YellowStep Questions
Used after solution is presented, during the summary
Client verbalizes the solution to see the value it provides
Confronts the obstacles and addresses the stated goals
Tension
Pro
du
ctiv
ity
5 Steps to Acquiring More
Clients, Money and Influence
Rayandra Slonina
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