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Procter & Gamble 5 Step Persuasive Selling / One Page Memo

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Procter & Gamble 5 Step Persuasive Selling / One Page Memo

  1. 1.   Procter  &  Game  One  Page  Memo  Format  /  Five  Step  Persuasive  Selling   (Bastiaan  van  de  Werk,  bastiaan@roos-­‐vandewerk.nl)     This  format  works  from  any  situation  requiring  you  to  convince  someone  of  your  proposal.  I   use  it  myself  for  memo's,  emails,  presentations  and  yes  for  business  proposals  too.  When  you   need  someone  to  do  something  your  way,  first  put  yourself  in  their  shoes,  present  the  facts,   reinforce  the  benefits,  and  be  clear  about  what  you  are  asking  for.     1.  Summarize  the  Situation   Bring  your  listener  up  to  speed  on  the  scenario.  Lead  them:  make  them  arrive  at  your   conclusion  even  before  you  share  it  with  them.  Your  situation  summary  could  include  facts   about  the  environment  surrounding  the  situation;  information  about  new  issues,   opportunities,  trends,  recent  research  or  whatever  else  prompted  you.  A  few  bullet  points   should  do.   2.  Introduce  your  Idea   Introduce  your  solution,  proposal  or  recommendation  in  clear  and  simple  terms.  This  is  not  the   time  for  lots  of  nice  words;  just  headline  your  idea  clearly  so  your  listener  understands  what   you  are  proposing.  One  sentence  should  generally  be  enough.   3.  Explain  How  It  Works   Share  and  explain  the  details  of  your  proposal.  This  might  include  product  information,   pricing,  sales  program  details,  timing  considerations,  or  any  other  specifics  that  will  help  your   listener  understand  your  complete  proposal.  This  is  an  opportunity  to  highlight  the  impressive   points  in  your  proposal  and  to  pre-­‐empt  any  questions,  objections,  or  concerns  you  foresee.     When  you’re  explaining  your  proposition,  start  from  the  perspective  of  their  needs  and  wants   and  think  about  how  you  can  fulfil  them  and  how  you  can  assuage  any  concerns.  One  of  the   keys  to  selling  is  to  put  yourself  in  your  listener’s  shoes  and  evaluate  your  proposition  from   their  point  of  view.   4.  Reinforce  Key  Benefits   Circle  back  and  reinforce  the  reasons  that  this  idea  is  good  for  your  listener.  Maybe  you  should   consider  the  alternatives  state  and  why  yours  is  the  best  option.  There  are  usually  only  three   good  reasons  to  do  anything:  it’s  a  lot  easier  to  remember  three  strong  points  than  seven  or   eight  average  ones.     If  you  end  up  with  more  than  three  reasons,  evaluate  your  list  and  cut  the  less  persuasive   reasons  out  or  group  them  into  three  main  categories.  Presenting  any  more  will  only  confuse   your  listener  and  usually  means  you  are  including  weaker  reasons  that  will  give  your  listener   room  to  argue  with  you  and  your  proposal.   5.  Suggest  an  Easy  Next  Step   Don’t  leave  the  encounter  “hanging.”  Be  specific  about  what  you  want,  and  ask  for  their   decision  or  ask  them  clearly  and  explicitly  to  do  what  you  need  them  to  do  in  order  for   you  to  move  forward.   +31  -­‐  010  218  0838  |  Roos  &  van  de  Werk  |  Straatweg  138c  |  3051  BN  Rotterdam  |  www.roos-­‐vandewerk.nl  

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