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Unit of Conviction
Navy Counselor 1 & C (Recruiter) - Military manual for recruiting
The Trial Close
direction  in  life,  and  some  career  guidance,  you  will have  that  self-satisfaction  you’re  looking  for.” Evidence You’ll notice that, in our examples, the recruiters showed the prospect a map, a postcard from a prior recruit,  and  a  newspaper  article  to  illustrate  Navy opportunities.   This   is   called   using   evidence.   The purpose of evidence is to add credibility to your words when  you  feel  the  need  to  be  more  convincing, Evidence   can   be   used   anytime,   but   is   especially effective toward the end of the conviction step of the sale.  Visual  evidence  is  especially  effective.  The  saying “a  picture  is  worth  a  thousand  words”  is  proven  in sales. People normally are more likely to believe what they can see. There are four types of evidence that are represented  by  the  acronym  STAR: l Stories. A story-type example about yourself, a shipmate, or another prospect. Stories are especially effective if you can relate one about someone from the prospect’s own school or area. l ~estimonials. A testimonial is verbal or written proof of your benefit. A letter from a recruit, a copy of your  college  degree  and  an  explanation  of  how  you used  Navy  education  programs  to  obtain  it,  or  a newspaper article about a hometown recruit realizing some of the prospect’s own desires are all examples of testimonials. l Analogy.   An  analogy  is  a  comparison.  A  good example of an analogy is to compare getting a college degree in the Navy with traditional 4-year institutions. Another might be to compare a military pay chart and added  monetary  value  of  benefits  with  what  a  prospect is   now   being   paid.   The   idea   is   to   compare   your evidence  with  something  the  prospect  can  relate  to. l Recruiting aids. A multitude of recruiting aids can   provide   additional   proof   during   your   unit   of conviction.  Supporting  materials  are  especially  effective when  explaining benefits  such  as  educational opportunities and training programs. THE SUBTLE SIGNALS Recognizing a prospect’s buying signals can help shorten your interview time by as much as 50 percent and  sometimes  even  save  a  sale.  We’ve  all  heard  of body  language.    Subtle  signals  are  the  individual gestures, expressions, actions, and verbalizations that make  up  body  language.  A  recruiter  must  become experienced at reading these subtle signals that can tell him or her how the prospect actually feels about what is being said or shown. Subtle signals can be positive buying signals or negative signals. Buying signals are defined  as  anything  the  prospect  says  or  does  that indicates  mental  ownership.  Negative  signals  indicate lack of interest or belief. Buying  Signals Buying signals may be either physical or verbal. The following are provided as examples, but are by no means  all-inclusive: l  Physical  buying  signals.  Stroking  the  chin, sparkling  eyes,  sudden  relaxation,  suddenly  reexamining a product-related object or recruiting aid, or suddenly becoming   friendlier l Verbal or audible buying signals. Exhalation of breath, friendlier tone of voice, asking questions that indicate  the  prospect  is  mentally  involved  in  some aspect of Navy life; for example: “How much will I get paid?” Negative  Signals Recruiters  must  be  just  as  receptive  of  negative signals so they can alter the interview course and regain rapport or provide additional evidence. Negative signals also  can  indicate  misidentification  of  the  prospect’s want,  need,  or  DBM.  Some  examples  of  negative signals  include  the  following: l   Tenseness l  Crossed  arms l  Negative  facial  expressions l  Touching  the  nose l  Checking  watch  or  clock  often l  Nervous  energy Some prospects may be nervous about coming to the  recruiting  station.  For  some  it  is  the  first  job interview  they  have  been  on.  Others  may  simply  be  ill at ease in talking with an authority figure. Negative subtle  signals  that  result  from  this  type  of  anxiety should be handled the same as those that are caused by 6-29

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