The What / Why / How
1) What is the problem the prospect is coming to them with?
2) Why is that a problem? (an answer to this question almost always leads us to
discover the Business Problem)
3) How is the problem impacting the organization and prospect? (every deal needs
the emotional and rational component in order to complete the picture)

Emotional component = how the prospect feels about the problem

Rational component = how the problem impacts the business
Define EVERYTHING
: The customer states the problem/issue
“Would you be open enough to define what you mean using numbers?”
Nobody likes to think of themselves as “not open”
People buy emotionally and justify intellectually. And in order to accomplish the
“justify intellectually” bit there must be an airtight business case (ROI) to working with
you.
The expected value of working with you must exceed the cost to work with you
by a large margin in order for it to make “business sense” to work with you.
Get to the numbers.
Only then if the numbers are compelling would I then dig in to the root causes of
their stated problem
If one of the root causes happens to be a problem my solution can solve then my
chances of winning the deal are higher because I’ll be able to make a sound
recommendation for how to solve the problem.
Know which problem the prospect really has
The more granular, the better
In sales, the gold is always in the details and “realness” of your message
Never be in a rush
Prospect: We need to move through this as quick as possible because I’ve got
another call coming up. Are you okay with that?
Analysis

The prospect is using a Time Frame stacked with a Power Frame.

The prospect assumes the High Status position by commoditizing
the seller’s time and deal value. The subtext here is the seller is just
another task to deal with because the prospect has more important
things to do.

I understand that people are busy but a high stakes situation with 6
figures on the line is literally the last thing you want to be rushing
through
Analysis

A weak attempt by the seller to regain control of the Frame.

The prospect doubles down on the Time & Power Frame. Another
Time Frame used i.e “I only have 30 minutes” and the Power Frame
by steamrolling ahead with the agenda assuming it is okay to do so.

The prospect isn’t in the wrong here because the seller did “agree”
to it by asking how much time he has. This is what happens when
you are passive and don’t set boundaries.

Prospect: We need to move through this as quick as possible because I’ve got
another call coming up. Are you okay with that?

: Actually that’s not going to work as I need the full hour with you. I need
your full attention as the stuff we’re going to be covering is important so let’s
reschedule

^ a Moral Authority Frame ending with a suggestion to move things forward.

Frame & Status intact.
People buy from people *like* them
You need to know who you are selling to on a personal level.. what kind of person
are they and what would they respond to?
Go beyond the obvious (job title / functions, etc)
No consequences, No sales
Example
The conversation would then go like this:
: So why did you reach out to us?
Prospect: Because I need help with xyz.. I have no idea what I’m doing
: Makes sense. I’m assuming this is your first time doing xyz?
If yes, proceed to question 2A
If no, proceed to question 2B
2A: Okay. And a bit of a tough question but let’s pretend we’re 3 months into the
future. What will need to have happened in order for it to be clear working with us
was the right move?
2B: No? What happened last time?
Continuing Question chain 2B:
Prospect: I tried doing it myself with a different project and was unable to [get desired
outcome].. I ended up wasting a ton of money and time
: That’s super frustrating.. Unfortunately, that’s not an uncommon experience.
But surely you must’ve learned from those mistakes.. why not try it again yourself?
Get them to fight for it.
Challenge their ability / willingness to Change
For his Discovery calls I had him using Pre-emptive Strikes as well.
The problem they complain about isn’t the real
problem to be solved
People buy emotionally and justify it intellectually.
What compels them to agree to a meeting with a salesperson?
They have a problem they want solved. That “problem” is a symptom causing them
Discomfort:
Symptom = missing project deadlines
This is where 99% of salespeople begin selling.
But what is causing them to miss those project deadlines?
You need to focus on the root causes that your solution can directly solve while
disqualifying the other reasons.
Sales is about getting the buyer to realize they need you or don’t need you through
the questions you ask.
Accumulate easy status points
Why salespeople so willingly drop their pants is beyond me.
Stop self-deprecating and giving them free Status points!
Choose your words carefully


I advise nearly all of my clients to start their calls by asking:
: What are you hoping to see or hear on this call today?
This question is designed to begin qualifying the prospect on their Buying Criteria.
Buyer says:
“We want to figure out how you guys can help”
vs
“We want to figure out if you guys can help”
Can you spot why there is a difference between the two?
There’s 2 levels for the buyers’ decision making.
Level 1: If = yes/no if you can help. This answer is absolute.
Level 2: How = process / degree to which you can help
“We want to figure out how you guys can help”
I know this buyer is likely to have already decided my category of solution or even
product/service is the right one for them and now it’s just a matter of aligning process.
If I hear a buyer say:
“We want to figure out if you guys can help”
I know this buyer still needs to be convinced.
Note: This convincing will be done through the questions I ask, not the
answers I give, so they can convince themselves.
Timelines vs Priorities
Salespeople love to ask their buyers about timelines when instead they should be
asking about priorities.
They do this because of assumptions and lack of experience.
They assume it’s a priority for the buyer because they are only asking about
timelines and not priorities.
Write this on a post-it note and put in front of you when talking to buyers:
Priorities dictate Timelines.
Not the other way around.
Who’s ticking the boxes?
The more you talk the more likely you are to say something wrong that (silently) kills
your deal.
The more the buyer talks the more you get to dust off that old and barely used
checklist so you can evaluate if you want them as your next customer!
You know what you do works. You have a successful business based on that fact!
You don’t have to prove that fact to the buyer.
Your solution is the independent variable.
The buyer is the dependent variable. Their situation, problems, and goals need to
align with what you can offer. If it doesn’t they aren’t suitable to be your next
customer. How can you discover this if you are too busy talking?
It all comes back to assumptions. You are assuming they are a good fit but they
haven’t made that decision yet! They decide by talking themselves into it, not by you
doing it for them.
Provide validation through the questions you ask
The majority of buyers believe salespeople don’t really listen to them in their
conversations.
I agree with this. They don’t listen. They hear what they want to hear.
Giving validation is the easiest way to force yourself to listen and show the buyer they
are in fact being heard.
Unfortunately, salespeople providing validation is often either an
afterthought or overdone (sucking up to the buyer)
I don’t see many salespeople who are able to validate the buyer from a high
status position (that’s the kind of validation everyone craves)
The less effort it requires on your end to show the buyer validation,
the more likely the buyer is to perceive it as sucking up to them.
Prospect: *asks question*
: Out of curiosity, are you asking me this because of what you said earlier about
[previous context]?
or
: You’re probably asking because of [previous context] right?
If yes, this stroke of validation + question combo will show them you’ve been
listening and keep them talking (a good thing for you!)
If no, they’ll still feel validated (that you’re listening) and either correct you so you can
answer the right question.
Win win.
Lead them to the conclusions you want them to
make