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here's what the big one is this is where you'll get the biggest breakthrough understanding the pattern a successful sales conversations follow a pattern there is a pattern of behavior right in the same way that successful guitarists understand there's a scale to the way that you play music successful Sports people understand that there's a particular pattern of behavior for success for these scoring goals successful people who create movies know that there's a pattern that great movies follow and you can follow that pattern and you'll create a great movie script we need to say okay successful sales teams have a pattern of conversation now the first thing I want you to know is that success is not normal so when you've got a successful sports team it's not normal to behave like a successful sports team they have to practice and they have to rehearse they don't just kick a ball around they actually practice and rehearse their their craft when you have someone up on stage delivering an amazing play it's not normal for someone to be able to deliver Shakespearean lines they have to practice and they have to rehearse in order to make it seem normal to make it send to the audience that it's a normal way of doing things when you've got military people jumping out of planes that's not normal they have to practice and they have to rehearse in order to make it seem like it's a normal thing to do when you've got people playing amazing guitar up on stage that's not normal they have to practice and they have to rehearse in order to learn how to deliver that so that it seems like a normal thing right so it's the same with sales if you're going to be a a great salesperson you do have to practice and rehearse in order to deliver a sales presentation that is going to seem like it's normal but it's actually not normal it's not a normal way to talk if you spoke the same way as a if you take a successful salesperson into a dinner party and they sit down and have a dinner party conversation with their sales hat on they're going to get kicked out of the dinner party right it's not a normal way of having it having a conversation with people so here's how it works this is the pattern of successful sales conversations successful conversations they follow this pattern part one is called setting the frame part two is building rapport we then want to understand the other person's world we want to understand the present the prize and the problem so what is their present situation what is the prize that they imagine and what is the problem that they face as to why they didn't do it themselves why are they not there already once we understand that we want to share with people an Insight that helps them to understand their situation and methodology for overcoming their problem and a solution that they can buy to get their prize then we discuss whether that's suitable for them and then we complete the sale so this is how sales conversations should flow framing Rapport present prize problem or problem prize present insights method solution discuss complete whenever we are doing sales um in in any of the businesses I've been part of we train people on how to understand this pattern of conversation and we make sure at every given time we know exactly where we are in that sale so earlier when someone was mentioning that they have lots of chit chat with people and get to know people that is a rapport building part of the sale and it's understanding present price and problem and you can speed this up if you know that that's the job if you know that the job is to build rapport and then discover the present situation the prize and the problem then you can say okay what are the fastest ways to build rapport how can I quickly discover the present price and problem share insights share method share Solutions discuss it and complete it spend the whole process up because essentially we can either run through these bases slow or we can run through these bases fast but unless we hit the bases we're not going to get to this completing the sale part we've got to go through all of these bases to to complete the sale