Hi,

I see that in your book, "Perfect Phrases for the Sales Call" that the Apply step mentions price and answering objections. And then the Convince Step is mentioned after that. But technically doesn't the Apply Step & Convince Step happen at almost the same time? Before you mention price you'd want to mention case histories/testimonials behind the efficacy of the product wouldn't you?

Mike

Mike:

Thanks for your question. The length of time in each step depends on the nature of what you're selling and who you're selling it to. However, the Apply step is all about demonstrating your solution and the Convince step is providing third-party corroboration for your claims. You should only move to the Convince Step AFTER you've fully applied what you're offering to what your prospect is looking for.

Thanks.

P.S. Thanks for reading Perfect Phrases for the Sales Call.