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“Provided you qualify. . .”
Unit of Conviction
Next, you will develop your unit of conviction to
help the prospect justify buying your proposal. A unit
of conviction is made up of a supportive claim, a fact,
a benefit package, and the buyer’s emotional benefit all
tied together with verbal bridges.
l Supportive claim. The supportive claim starts
with “You will” or “You can” followed by attainment
of the want or need. For example, “You will get to
travel. . .” or “You can get a college degree. . .” are
both supportive claims that will be expounded on.
When possible, the supportive claim should be built on
the want. If the prospect has his or her want, the need
becomes immaterial.
BRIDGE: Because. . .
l Fact. This step of conviction is used to state a
short fact that will be further explained in the benefits
package. For example, “. . the Navy is a great place to
start, . .” or “. . the Navy is a worldwide organization.
. .” could be used for facts.
BRIDGE: Which means to you. . .
l Benefits package, Now we are
the real meat of the presentation.
information to prove your supportive
narrowing down the benefits to four or
ready to get to
Give enough
claim. Usually,
five main ideas
will be most effective. You want to give enough
information to help the prospects justify buying but not
so much that you overwhelm them. Make sure each of
the benefits that you expound on relates to the
prospect’s want or need that you have used in the
supportive claim.
BRIDGE: And the real benefit to you. . .
l Buyer’s emotional benefit. At this point you
want to tie it all together by letting them know with the
Navy’s benefits they will be able to realize their DBM.
Let’s take a look at a couple of examples of units of
conviction.
“Dustin, based on what you’ve told me and
provided you qualify, you will get to travel because the
Navy is a worldwide organization; which means to you
that you will start your travel from the first day of your
active duty by traveling to the Recruit Training
Command in Orlando, Florida; San Diego, California;
or Great Lakes, Illinois. After that you’ll receive
training at one of the fine naval training centers located
across the United States. It won’t stop there, Dustin.
Our ships visit foreign ports most people only read
about and we have Navy duty stations around the
world. Also, you’ll have the benefits of being able to
use our Navy travel services for reduced airfare on
commercial flights or flying free on military aircraft
This map shows all the countries I have visited while
I’ve been in the Navy and that postcard next to it is
from a young man who graduated from high school last
year and is now stationed right there in Hawaii. And the
real benefit to you is that with the travel and pay
benefits in the Navy you will have the variety in life
you said was so important to you.”
“Daniel, based on what you’ve told me and
provided you qualifv, you will get that direction in life
you are looking for because the Navy provides guidance
throughout your career which means to you that starting
with your visit to the Military Entrance and Processing
Station, the Navy’s classifier will sit down with you and
find you a career field based on the potential you have
shown on the Armed Service Vocational Aptitude
Battery and your own desires. Not everyone gets a
chance to see where their best potential really is before
deciding on an occupation. I will continue that guidance
while you are here in delayed entry. I’11 make sure you
are thoroughly prepared for recruit training. In recruit
training, professional petty officers will indoctrinate you
on the Navy way of life so when you report to your
first command, you’ll have a good idea of how the
Navy works. During your training period, some of the
most knowledgeable and experienced technicians in the
world will provide further direction by teaching you the
intricacies of the career field you have chosen based on
the classifier’s advice. Throughout your Navy career,
direction and guidance will be provided. We have
career counselors assigned to every Navy duty station
whose job is to make sure you have the best advice
possible about career, training, and education decisions.
Let me show you an article from our local paper. This
is a picture of Johnny Jones. He joined the Navy last
year. He had no idea what he wanted to do for a career
until he had the chance to sit down with the Navy
classifier and find out where his potential was. He was
surprised to find that he had an aptitude for mechanical
jobs and this article proves that was true. He was
meritoriously promoted at his first command for being
one of the top Aviation Machinist Mates on board, And
the real benefit to you, Daniel, is that once you have
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