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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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