A schema is a conceptual model that offers an organizing principle for how business buyers evaluate and purchase. The challenge is to match your sales effort to where they are in the process.
Three Laws of
|1. Overt Benefit||Understand||Observe (Orient)||Ensure prospect has a problem you can address, explain the benefits of your solution.|
|2. Real Reason to Believe||Believe||Decide||Offer testimonials, references, other proof of your benefits.|
|3. Dramatic Difference||Act||Act||Identify a trigger or event, explain a substantial difference from status quo.|