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USING THE SALES SCRIPT Educational Programs We said earlier that our sales technique was not an actual script. It does get practiced like one, except for the actual proposal and pictures we paint along the way. If sales is not a step-by-step mechanical procedure, why so  much  memorization?  The  reason  is  that  by  learning the  bridges  so  they  can  be  naturally  delivered  we always have focus. We can smoothly go from one step of the sale to the other, Now, let’s talk reality. Every prospect will not move from step to step as we have practiced. We have to know when to skip a step and when to go back. Determining what step is needed can be made easier if we remember the purpose of each step. Recruiters must be constantly alert to the prospect’s subtle signals as well as to what he or she says so recruiters know where they are in the sales presentation. Sales can be made using as few as two steps, conversation and close. Conversation must be a part of every interview to make sure  rapport  exists,  eligibility  is  determined,  and  want, need, and DBM are identified. Even presold prospects should be blueprinted to include the want, need, and DBM  in  case  they  balk  at  MEPS  or  get  buyer’s remorse. Recruiters   may   have   to   return   to   the conversation  step  many  times  with  some  prospects before completing the sales cycle. The close is the other step  of  the  sale  that  must  always  be  used.  Every prospect  must  be  aware  that  he  or  she  has  bought before he or she becomes an applicant. We should tailor the  presentation  not  only  to  our  prospect’s  want,  need, and DBM but also to his or her capacity for absorption. Move too slow and you could lose the sale to boredom; move too fast and you could lose the prospect along the way. It is an art – an art that can be refined through practice and analysis. KNOWING  YOUR  COMPETITION All  professional  salespeople  take  the  time  to  get  to know a little about what the competition is offering. In recruiting,  we  should  be  aware  of  the  programs  offered by other services, vocational and technical schools in our  area,  and  civilian  industry.  Keeping  up  on  the competition  is  not  a  lever  to  use  the  information  to degrade them, but a method of offering fair comparison analogies  and  preventing  misconceptions.  Supervisors should  be  especially  conscious  of  gathering  information on the competition and ensuring it is issued regularly at zone   training.   The   following   are   examples   of competition comparison information you should know about. Obtain current information on the Army College Fund,   Air   Force   College,   civilian   colleges,   and vocational/technical  schools.  Look  into  local  tuition fees, placement   guarantees,   and   any   special considerations made for veterans. This is information that you should know or at least have available to use as  evidence  for  prospects  wanting  to  continue  their education. Use the  Educational  opportunities  in  the Navy pamphlet  to  show  Navy  programs, Civilian Industry  – the  Local  Labor  Market Be  alert  to  local  labor  market  shifts,  Are  they hiring, laying people off, freezing wages or new hires? These  are  all  factors  you  should  be  aware  of  in  the civilian industry. Reading the local newspaper financial section,  talking  with  Chamber  of  Commerce  personnel, and generally keeping in touch with the area will go a long way in making sure you are up to date on the local industry and labor market. Training  Differences A prime selling point for the Navy has always been our training programs. The Navy offers more than 60 different jobs. All other services offer more, with both the Army and Air Force boasting of over 400 different jobs  from  which  to  choose.  On  the  surface  this  may seem  like  an  unlikely  point  to  bring  to  the  attention  of our prospects. Let’s look a little deeper to see what that means to them. The Navy offers a much broader range of training within the 60-some job fields. If you look at the job titles for the other services, most end with the word specialist.  They tend to specialize a lot more than the  Navy.  Of  course,  we  do  have  specialty  Navy Enlisted  Classification  (NEC)  codes,  but  our  initial training covers a broader spectrum in most occupational fields.  Most  of  this  difference  is  brought  about  by necessity. Our ships limit the number of personnel that can  comfortably  and  safely  be  assigned.  We  cannot afford  to  take  on  a  team  of  specialists,  when  one thoroughly trained technician can do the job. Let’s take the Navy’s rating of Aviation Machinist Mate (AD) for example. Other services may take up to seven different job titles to cover the same training as a Navy AD. This gives the Navy trained individual a much broader base of knowledge and makes him or her more marketable to   civilian   employers.    It   also   tends   to   give   the individual  more  variety  on  the  job  and  a  sense  of knowing  more  about  the  overall  occupation. 6-37

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