Page 58 - engage workbook

7

I We You framing

• I – Purpose • I thought it would be good to

talk today to…
• We – Process • We could use the time…how

does that sound?
• You – Outcomes • What I’m aiming for You to

get from this discussion is…

Benefits for the Benefits for the consultant /
salesperson
potential buyer
• Credibility aided by the buyer’s
• Sense of having some control
perception of your confidence
• Understanding of what the
• The buyer’s attention is more
conversation is about
focused
• Understanding of how the
• Stops you talking too much and
conversation will run
taking control
• Reduces the risk of cognitive
• Understanding of what they will
get out of the conversation
bias

The key is to recognize that customers are also looking to
lower their interaction costs, so any contact with them must
be meaningful.

McKinsey Quarterly,
The basics of B2B sales success

53 engage-universe.com