How To Master 1:on:1 Sales Conversations

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Facilitator Masterclass Training 5

"Try not to become a person of success, but try to become a person of value. "
— Albert Einstein. 

  • How to Master 1:on:1 Sales Conversations

    Description:  In this masterclass, you will learn the basic structure of a successful 1:1 sales conversation. You’ll get a paint-by-numbers approach to selling that lets your customers do most of the talking, basically “selling themselves” on the benefits of work with you.  We’ll teach you the 5 emotional phases of the sales process along with a series of benchmark questions that will let you know whether your potential customer is with you every step of the way.   We’ll also give you access to our Sales Mastery Bonus which is an entire program devoted to teaching you how to master the art of sales.

Masterclass Summary

  • Click the audio below to listen to the masterclass or download it to your device from the DOWNLOADS section below so you can listen on the go.  Each training contains Implementation Exercises and Reflection Questions to help you put this material into practice.  You’ll find the Transcript, Exercises, and Worksheets below.


    PHASE I – Curiosity:

    Are you curious about _____ ? (This question is focused on you, and what you can provide)


    PHASE II – Decision Maker:

    Assuming we are going to work together, and assuming you are the decision maker, is there anyone else you have to check with before making a commitment?


    PHASE III Possibility and Trust:

    So, what you want is ______(use keywords)______? 


    PHASE IV Ready-To-Act:

    Are you ready to do something about that now?


    PHASE V Money:

    Is ______ an appropriate investment in order to get __________
    (use exact phrase from phase III, “value”)_____?


    PHASE VI Details, Details:

    Is there anything else you need to know before making a commitment (or)

    How would you like to pay?


  • MASTERING PHASE III THE VALUE PHASE: Creating Possibility & Trust

    This is probably the most important phase in the process. The possibility that you are creating is the customers believe that the result that they want is really possible for them and the trust that you are creating is their trust in you to lead them to realize that possibility.

    Some basic NLP questions can be really useful here like:

    –  What would it be like for you to really achieve that?
    –  What’s important to you about that?
    –  What would having that do for you?
    –  How will you know that you have it?
    –  What’s it like now?
    –  Once you have what you want what do you think will be next for you?

    Become their tour guide leading them through their own world demonstrating that you understand them and understand what they want. This is the basis of the trust you are forming. If you are leading them seamlessly and expertly you are also developing the trust that they’ll need to experience in order to follow you. If your leadership here is clumsy or too weak or too strong then when the customer needs to ask themselves whether they can trust you to lead them where they want to go, they’ll encounter doubt.

    Once you are pretty sure that the customer is emotionally connected to their own possibility, they trust you as their leader, and the possibility feels a lot more valuable than the price that you will charge them, ask the benchmark question:

    So what you want is _________?

    It is absolutely crucial that you use their words here.


    As you practice, look out for these potential wrong turns.

    –  Moving on before you’ve really calibrated the emotion of the phase
    –  Benchmarking too late
    –  Letting the customer talk and talk as their emotional state fades away to nothing
    –  Not moving on once they reach their peak or not moving on once you benchmark – which is selling past the peak
    –  Going back to phases that have already been covered
    –  Answering questions (use ‘non sequiturs’ to keep on track and answer them later)


    Included in the Recode Facilitator Program is the FULL Sales Mastery Course with Bryan Franklin and Jennifer Russell.  If you follow along with this course and couple that with at least 10 practice sales conversations using this process you will be well on your way to mastering the art of 1:on:1 sales.   This course includes 3 videos, Q&A audios, 4 workbooks with summaries and exercises.

    –  We’ll explain the key distinctions of commodity and value markets and show you how to fight the trend toward becoming commoditized.
    –  We’ll give you more insights and reframes to help dispel the 3 lies of sales once and for all and give you the permanent mindset that successful sales people have.
    –  We’ll walk you through the best ways to elicit the 5 key emotions in the Natural Selling System
    –  We’ll give you a road map to the emotions so you can track them in your practice sessions
    –  We’ll show you something even scarier than selling and how to avoid it
    –  How to structure the conversation and set it up for success – even before you start
    –  How to make sure the customer is experiencing the appropriate emotion for each phase of the process – and what to do if you get off track
    –  We’ll show you a fun game you can play to instantly know how curious someone else is while you are talking!
    –  You’ll learn word for word benchmark questions that let you know it’s time to move on to the next phase – with confidence!
    –  We’ll give you insight into empowerment and decision making, so you know how different people access that experience and how to make sure you don’t lose the deal in the end by forgetting something at the beginning
    –  You’ll learn the importance of effectively dominating in a sales conversation and how to lead someone in the direction you want it to go
    –  You’ll learn how to use Non Sequiturs, the art of smoothly not answering questions,  to keep your conversations on track
    –  You’ll learn what the most common objections that people might have and how to expertly handle them, so they just disappear and people feel ready and excited to say “YES” to you!
    –  You’ll also learn how to nail what’s often the most difficult part of the sales process, the Value Phase – where you are eliciting possibility and trust.
    –  And we’ll teach you the 6 ways to establish an unbeatable sense of value.

  • Implementation Exercises

    The key to getting value from any endeavor resides in your willingness to integrate what you are learning and implement it in your life.  All new thought and new ideas are useless unless we act upon them.  The same is true in this course.

    If your goal is to be the kind of person that catalyzes change for others it will require you to step just outside of what’s known and what’s comfortable to act as you breathe and accept the challenges that lie before you.

    “You can’t cross a sea by merely staring into the water.” — Rabindranath Tagore

    As you begin to create your content for a group facilitated experience, you’ll need to begin with determining which clear story you plan on presenting and then adding engaging and transformational elements to that clear story. Complete the exercises below to create your content for a group facilitation.  If you are using RECODE content to become a RECODE FACILITATOR then much of this work is done for you and it’s a matter of learning and practicing it.  You’ll find that information in the RECODE WORKBOOK.

    Please note as a professional if you end up using our RECODE content in your non RECODE events please attribute us and this program.  Do not replicate our material without attribution.

    1) The Curiosity Meter. Find yourself in a group of 2-3 people to practice Phase I Curiosity of the sales process.  Choose these 3 roles: Seller, Customer, and Observer.  The Seller’s job is to create curiosity.  The Customer’s job is to give feedback to the seller about how curious they are by holding your hand out with your thumb directly to the side (this is neutral).  Point your thumb upwards to indicate your curiosity in degrees if it is raising, point your thumb downwards as your curiosity is decreasing.  The Observer’s job is to make note of the kinds of things that generated curiosity and the kinds of things that didn’t.  Switch roles and repeat.  U-Turn Immediately if what you are doing isn’t working.

    2) Value Calibration Exercise:Use the following questions to calibrate and build value as much as possible in PHASE III of The Sales Process.  Find yourself in a group of 3 (perhaps with your board). Choose the following roles: a Seller, a Customer, and an Observer. Your goal as the Seller in this exercise is to practice building as much value as possible. The Observer watches the Customer and says “NOW” when they calibrate that the Customer is peaking in their experience of the value – the point where the value is sufficient to justify nearly any invest :

    –  “What do you want?”

    –  “What’s important to you about that?”

    –  “How will you know when you have it?”

    3) Sales Process Scorecard.  Have at least 5 sales conversations this week.  Using the scorecard (handout below) mark ‘I’ each time in a sales conversation you successfully phase each phase and have a clear indication that you created the desired emotion from that phase and asked the appropriate benchmark question.   Notice which phases you skipped, which phases were easy, which phases tended to get you stuck. These are the phases to work on.

  • Self Reflections

    Reflections exercises are one or more questions that we’d like you to be in deep consideration of for the entire week.  These are meant to be shared with your family, friends, and community so that they can offer you a more complete 360 view of yourself, your identity, and your reality.

    Everyone has blind spots.  These are areas where we are less developed that are outside our view.  Getting reflections will point out things that you might not ever know yourself.

    In addition, the more you consider these reflection questions the more likely you’ll be able to break through your current level of thinking and use the exercises to leap frog into a new level of consciousness.

     Here is this weeks self reflection question.

    1) Which of the 6 emotions are you least confident that you generate in the customer during a sales conversation?

    1 – Curiosity
    2 – Empowerment
    3 – Possibility and Trust
    4 – Urgency
    5 – No Brainer
    6 – Having Begun

    2)   Over the next week or two, notice all the times that you have that specific emotion. What caused it? Where do you feel it in your body? How long does it last in your system? What other people are good at eliciting that emotion? How doe they do it? Start to “get to know” that emotion and get familiar with its common triggers.

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Up Next - Facilitator Masterclass 6 - How To Structure Your Presentation