Why Not to Skip Steps in the Inviting Formula

You may be aware of the very effective yet simple sequence you should follow when you first talk to your  prospects. In case you’re not sure, the steps within the sequence are:

1. Greet your prospect.
2. Qualify them (find out their wants, needs, and don’t wants to establish if you can help them).
3. Invite them to do something to further establish that you and your business are right for them (and they are right for you).
4. Handle any questions and objections.
5. Close your prospect to action.
6. Follow up.

Most of the time this sequence can easily be followed. And if you have a genuine willingness to help people get what they want in life, each step will bring you closer to getting your prospect to look at our service or your Ambit business.

The Problem With Skipping Steps

Occasionally, however, there are times when you may be hit with a question when you are least expecting it. As a result, you may skip one or more of the steps listed above. Take this situation for example:

“A few weeks ago I made contact with a prospect. The first question I asked she didn’t answer. Instead she came back and said, ‘Before I tell you anything about myself, I want to know what type of business this is.’  Although I didn’t give her any information other than a few basic facts, she seemed satisfied and I ended up closing her to action.”

On the one hand, you could say that was quick and easy. But this person isn’t going to know how successful they have been until the follow-up. On the other hand, the prospect was closed to action – so does that mean the conversation is over?

The real problem here is the person never got past the greeting step and never found out the prospect’s real wants or needs. So, should this consultant keep talking after the prospect was closed to action? Should they try to go back through the greeting and qualifying steps? Or should they leave it and wait until the follow-up call?

What to Do With Skipped Steps

In any situation there is an element of risk.

If don’t return to previous steps until the follow-up, there is a risk in failing to qualify the prospect. You don’t know if their priorities, wants and needs are for our service only, or if they are for a desire to enhance their lifestyle by joining your Ambit business. So, although you closed them to action and they agreed to take that action, you will have no idea whether your suggestion was the right one until the follow-up call.

As a result, going back through the greeting and qualifying steps can sometimes be the more appropriate action to take. Although it’s important to consider the risk in doing this. Now that you’ve closed the person into action, the rule is that you end the call. After all, close to action means you complete what you’re doing. If you open up and start again, you’re going to get either some questions or objections. So if you do choose to do it, know that you’re doing it with a risk of it opening questions and possibly objections.

Feel Out the Situation

You, and only you, can decide – and it may not always be the same decision. For example, the tone in which your prospect speaks to you may be a determining factor. If they are aggressive and hostile, it probably makes a great deal of sense to close the call and follow up as soon as possible. If the conversation is more positive and upbeat, going back and qualifying the prospect properly is an important step and is definitely worth any associated risk.