Page 59 - engage workbook

7 Every time you meet your buyer, or talk to them by

phone, you have the chance to make an impression. I We
You framing helps you make the best impression through
focusing on your buyers’ needs and demonstrating a desire video
to deliver value.

It is about being the person your buyers want to talk to, Learn
Why
as opposed to the person they feel they have to talk to
(because you made an appointment and they have already
postponed twice!)
Learn
Explain
I We You framing is useful in many situations: 1) to request a conversation; 2) to open a
phone or face-to-face discussion; 3) to frame a particular topic within a conversation and
re-emphasize your focus on your buyer's interests.

toolbox
Key to your success is resisting the temptation to talk to your agenda and topics, focusing
instead on the needs of the buyer – as quickly as possible. To guard against cognitive bias
and help you get the focus right, I We You, suggests purpose, process and outcomes as
a loose verbal agenda.

I for INTENT (Purpose)
“The reason why I thought we should talk today is…”

This shows respect for the other person’s time as well as demonstrating focus and
structure. Most people like to know the reason for a conversation.

We for how WE should make best use of the time that you have set aside (Process)
“One way we could use the time is to…Does that sound OK to you”
Suggesting how to spend the time and asking for feedback shows both respect for
the other person’s time and a desire to involve them in a two-way collaborative
conversation. It also gets them speaking early and stops you entering into a
monologue about your organization, services or products.

You for what YOU will get as a reward for giving up some time to speak to me (Outcomes)
“And what I am aiming for you to take away from this conversation is…”
This shows that you appreciate that they are giving some of their valuable time
to you and indicates that you want to give them something in return. The stated
outcome is normally quite small and is expressed as an aim, goal or hope – there
is no guarantee.

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