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Establishing and Maintaining Rapport
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Navy Counselor 1 & C (Recruiter) - Military manual for recruiting
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Figure 6-9.-Verbal bridges in the sales process
l  Don’t  sell  out  of  bounds. Verbal Bridge Conversation Summary After we have talked with our prospect for a while, we  can  sense  the  rapport  and  probably  have  some  feel for qualifications, want, need, and DBM. To complete our qualifying questions, we might lead into this phase with something like this: l   “John, I do want to talk with you in a little more depth. Do you mind if I get your answers to a few more questions?” l    Advise  the  prospect  of  the  Privacy  Act  as necessary. l    Complete  the  qualifying  questions  using  the prospect card as appropriate. Once  you  have  qualified  your  prospect,  you  might return to questioning toward determination of DBM. Once you feel that you have the prospect’s DBM, you should   summarize   the   want,   need,   and   DBM   by confirming them individually. This helps to focus the prospect’s mind on his or her problems and to ensure your  understanding.  Here  is  an  example  summary. “John, let me see if I understand you correctly. You said  you  want  to  travel.  Is  that  correct?  You  also mentioned  that  you  need  money  to  travel.  Is  that correct? And once you get the money to travel, you’re going  to  have  the  variety  in  life  that  you’ve  been looking  for.  Is  that  correct?  Did  I  miss  anything’?” At the end of the conversation step of the sale, your prospect  should  be  mentally  saying  to  himself  or herself, “He’s a nice guy, I like him,” or “She’s a nice gal, I like her.” CURIOSITY In the previous step we have actually been trying to sell ourselves. Now we are going to make the prospects hungry  to hear our proposal. This step is missed by more salespeople than any other. It is easy enough to conclude,   however,   that   if   the   prospects   are   not interested in what we are talking about, we are wasting our breath. The curiosity step will arouse their interest and give them a reason to pay attention. We briefly mentioned that Navy sales uses a series of bridges rather than a script. The purpose of a verbal bridge is to provide a smooth flow of conversation from one step of the sale to another. Figure 6-9 provides a ready  reference  to  the  verbal  bridges  in  the  sales process. Verbal Bridge From Conversation to Curiosity The  first  verbal  bridge  is  used  to  make  the transition from conversation to curiosity. The bridge used is the following: “The reason I mention (ask) this, we have a way for you   Want,   Need.   DBM Navy (DBM-Related   Claim) (Product   Identification) The  idea  of  the  bridge  into  curiosity  is  to  make  the prospects hungry to hear more as you tell them that they can realize their want, need, and DBM right here in the Navy. An example would be as follows: “The reason I mention this is that we have a way for  you  to  get  that  good  job  with  training  and experience so you can have a secure future right here in the United States Navy.” At this point you want your prospect thinking or even saying, “Tell me more.” CONVICTION The next step of the sale is conviction. The prospect is now anxious to hear how we can satisfy the want, need,  and  DBM.  In  this  step  we  will  provide  a presentation   of   conviction   units   and   evidence   to convince our prospect that our proposal will solve his or  her  problem. Bridges From Curiosity to Conviction Four bridges are provided to provide a smooth flow into the conviction step. Your choice is optional and any combination that works for you will accomplish the purpose. “Based on what you told me. . .” “For example. . .” “You mentioned earlier.  . . 6-26

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