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n Are they trying to build up the pressure?

n Do I feel comfortable with this?

The sequence for presenting an idea, product or service to
lead the listener comfortably through the cognitive map of
decision-making

1. Express the listener’s most important objective that you can help
them to achieve and make it clear that achieving their objective is the
sole topic of your conversation.

2. Explain why they may need to change their behaviour to succeed
because the world is changing and what has worked in the past is no
longer necessarily as effective in helping them to attain their goals as
it once was. Ensure that they understand that you are not dismissing
their old behaviour as “wrong”. You are merely recognizing that
because other people’s attitudes and behaviours change what once
worked so well meets with opposition today. (If this is not true, if their
treasured behaviour is still the best way to get the results that they
want, you do not have a case. Why would you want anyone to reject
something that works unless you have an idea that will work better?
And if you have an idea that will work better there simply have to be
problems associated with the old approach. You must sensitively show
that it is not a matter of fault, it is merely the result of changing
circumstances beyond either the listener’s or your control.)

3. Suggest one or two benefits that they will get from simply listening to
what you have to say. Limit yourself to one, or at most two. If
listening will lead to the listener to enjoy even one benefit, then a
reasonable person will be prepared to listen. If, however, you go
overboard and list a whole series of benefits, no matter how truthful
you may be, you will sound over-anxious and tedious as well as giving
the listener the impression that you are trying to push him or her into
something that is your interest rather than theirs.

4. Explain your idea in detail. What it is. How it is used. Who has used
it. What they say about it. What resources the listener already has to
make it work for them. What resources you can contribute to help
them to succeed. Deliver a total feature presentation so that the
listener fully understands that this product, service or idea infallibly
delivers the goods that they desire. Be selective, however, in the
details that you decide to offer. If I believe myself to be a great
innovator, I will not respond positively to the news that hundreds
have already tried the idea. If I am averse to risk I am unlikely to be
enthused when you tell me that I will be the first to use the approach
that you are are suggesting. It comes back, as it always does, to
preparation. And the key to preparation is to know your customer.
That is why the best, most successful salespeople listen far more than

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