PersuasionPocketGuide PDF

The Persuasion Pocket Guide
by Michael Bernoff
Yes - You Really CAN Close At “Hello”

Dear Friend,
If you’re like most people you do OK with your sales process all the
way up to the end where you have to actually close the deal. EEKS.
The SCARY part! Those days are over! What if you knew how to ask up
front BEFORE you get started on your spiel in such a way that makes
you and your prospect comfortable from the very beginning of your
sales presentation, and close more deals than you ever have before!
Now you can.
Simply follow these four steps and you can have the results that
successful people have without stressing or worse yet...sweating.
The Four-Step Process of Persuasion

So yes, it’s a 4-step process, yet the very first thing you do before you
start the 1st step is tell them that it is a 4-step process. This is the
most beautiful foundation for your sales presentation because you
A. Put them in a relaxed state (there are no more worries about you
“selling” them in their mind distracting them from listening to
you) …
B. Let them know you are a real business person and take this
seriously and …
C. Are indeed going to ask them for a decision at the end of your
presentation.
So...The first thing you do is say something like this:
“The way I do business is a four-step process...Here’s how it works.
First - I want to find out if we get along.
Second - I want to find out what you’re looking for.
Third - I’ll show you what I have and
Fourth - You make a decision.”
Saying this in advance let’s them know exactly what’s going to
happen. Then you can ask them for permission to get started on the
first step with a simple question such as “So are you ready to get started?”
When they say YES they are buying into the process and have just
agreed to make a decision at the end. (And you haven’t even started
your presentation yet!) Then you’re ready to go through the four
steps.
Michael Bernoff’s Persuasion Pocket Guide

Copywright 2011 HCI LLC
Any reproduction of this information must credit Michael Bernoff at all times! 2
by Michael Bernoff
1) Let’s Find out if We Get Along
Can you believe you actually say that to your prospect? Think about it -
how many people really want to do business with people they don’t
like? About zero.
Imagine if you set the record straight right up front that you get
along/like each other/are compatible. The minute you get their
agreement that you do in fact get along...the whole
2) Find out What You’re Looking For

How good do you think your prospect will feel when you don’t even
start selling or presenting to them right away, but rather ask them
questions to really get an understanding of what they truly want?
They automatically presume that you won’t even move on to Step 3 if
what you have doesn’t match what they want. You are building
immediate trust! People buy from people they know, like and trust.
3) Show you What I Have
Now’s the time to fulfill their “What they’re Looking For” with your
product. You can now talk about the many ways that your
product/service can meet their desired outcomes.
As you present you can refer back to the things they are looking for
and tie them in to your sales presentation, which completely
customizes it just for them, ad hoc style!
4) You Make a Decision
You told them before you got started, that the fourth step in the
process was for them to make a decision. Before you launched into
Step 1 they agreed to the process, and here you are at Step 4.
Now’s the time for you to ASK for their decision and close the sale!

by Michael Bernoff
Occasionally - there is a 5th step. That depends on your business.

The best example of this is for real estate agents.
You may need to add in a step where they get financing/loan
approval. If there are contracts involved, typically you add in a 5th
step.
The Four-Step Process is so simple and so effective it’s the best
closing strategy I’ve ever taught. The coolest part is you can use it for
many areas of your life.
If you have a challenge with someone and want to sort out the conflict
- use the process!
If you want to ask someone out on a date - use the process! If you
want a raise at work - use the process! You can easily adapt the four-
steps to work for you and whatever scenario you are in.
On the next page, we will look at examples of the 4-step process in
action. You can use these scripts verbatim if they are targeted for
your business, and they will work. The blue text is mostly
instructional, so keep that in mind as you read…
~
The Four-Step Process
It’s powerful, it works, and it’s responsible
for tens of 1000’s of closed deals
across the world.
~

by Michael Bernoff
Example 1: Real Estate

(Incorporates 5 steps to include approval process)
“The way I work with clients to help them find a house is a 5-step process.
1. The first step is to find out if we get along. I understand that buying a
home is a very emotional process and you want to buy a home from
someone you like and trust. I understand that not everybody “jives” with
everybody. So that will be our first step
2. The second step will be to find out what you’re looking for.
3. The third step is to show you some homes that I will select for you that
match what you’re looking for.
4. The 4th step will be for you to make a decision on a home you want to
live in and enjoy.
5. The 5th step will be the approval process to get all the necessary
paperwork complete so you can get into the house. And I will assist you
with all of that to make sure it’s not too overwhelming, as most people
feel overwhelmed by that part of the process.
I always follow this process with every one of my clients as it allows us to

move forward at the pace you prefer. We won’t move forward any faster
or slower than you are ready for. I believe this process is the reason my
clients are so happy. So does this 5-step process work for you?
Wait for response...
Ok Great! Let’s get started.
(Note: Now you go back through Steps 1-5, this time in detail.)
1) So as I said, The first step is to find out if we get along. I certainly don’t
want to move forward right now before we establish that we’re on the same
page. So as we’ve been chatting here now it seems to me like we get along,
do you agree? Are you ready to move on to the 2nd step?

by Michael Bernoff
Ok Great! Let’s move to Step 2.
2. Ok this is where I learn about what you truly want - so now let me take
notes while you describe to me everything you are looking for in a home.
Why don’t you just start with anything that comes to your mind and then
if I have any questions about specifics I’ll ask.
(Hint: When done, you can say something like “Ok I believe I have a detailed
picture of what you are want, and based on that I will look for some houses that
meet your criteria. Let’s set a time to look at these houses. When will you be
available to meet so we can move on to the 3rd step which is to show you what’s
out there?”)
3. During Step 3 you will be showing your clients the homes you’ve selected
for them to see that match their criteria. Be sure to really engage with
them while you walk through the homes and ask a lot of questions about
the way they see the home. You can also assist them in making a decision
(coming up in Step 4) by helping them visualize their life, their furniture,
their family in the house so it becomes a real option for them.
Most of Step 3 is truly you being a realtor. Using your expertise and real estate
specific-training to show them houses that will fit their needs.
4. During this step you will ask the buyer to make a decision. You may have
to assist them in identifying the things about a specific house that will
meet their needs if they have trouble making decisions. It’s a big decision
so the key here is not to push a house that isn’t right on them, yet to get
them to decide on one of the ones that is right for them and allow it to be
the perfect one for them!
5. During The 5th step you will again use your real estate specific-training to
assist your client in feeling comfortable and not overwhelmed. The key
here is to constantly stay in communication so your client is not left to
wonder or worry about any step of the way.
Congratulations! If you’ve followed this process you can now expect

to have sold a home to your client and a commission check is on the
way with your name on it!

by Michael Bernoff
Example 2: Product/Service Sale

This scenario is specific for those salespeople who offer a
product/service in a brick and mortar storefront.
After connecting with a client, whether via walk-in traffic or over the phone
or online, follow these steps.
In the opening conversation you’ll say the things you normally say such as “Hi -
Great to meet you. So you’re interested in purchasing a ______________. Then
you can launch into your 4-Step Process by casually rolling into it with a simple
statement.
Whenever I’m assisting someone in selecting a fill in the blank with

whatever product you are selling (i.e. TV, engagement ring, new phone, etc_
I like to follow a little process so I make sure you walk out of here with
exactly what you want.
1. The first step is to find out if we get along. Nobody likes to buy from
someone who they don’t like and trust and so that will be our first step.
2. The 2nd step will be to find out exactly what you’re looking for.
3. Then in the 3rd step I’ll show you what I have available that matches what
you are looking for.
4. And then the 4th step will be for you to make a decision to buy the one
you want.
It’s as simple as that! I always follow this process with everyone because I
want to make sure people feel very good about what they buy from me and
totally love it.
I believe this is the reason my clients come back to me anytime they want to
buy something in the future. So does this 4-step process work for you?
5) Wait for response...
Now you go back through Steps 1-4, this time in detail.

by Michael Bernoff
1. So as I said, The first step is to find out if we get along. It sounds a little
silly - I know! I just like to be sure we establish that we’re on the same
page because there’s so many salespeople out there that don’t care about
their clients.. So as we’ve been chatting here now it seems to me like we
get along, do you agree? Are you ready to move on to the 2nd step?
2. Ok this is where I learn about what you truly want - so why don’t you just
start with anything that comes to mind about product name here and
then if I have any questions about specifics I’ll ask.
3. Ok so as I said in the beginning - now that I am clear on what you are

looking for we can move to Step 3 which is to show you what I have
available. Why don’t we take a look at _________________________ and
then you can decide which you like the best.
4. Step 4 - After you’ve shown your client all the options available, you can
then ask them to make a decision, if they haven’t already. At this point
you may have to answer a lot of questions, which is good.
Remember their questions means they re interested in buying from you!

Take the time to make them feel confident in their decision. You can say
something like. “Well now we’re at Step 4 and now you can make a
decision. Which product name do you like the most/would you like to
take home with you/etc. ?
Congratulations! If you’ve followed this process you can now expect

to have sold your product to another happy client!

by Michael Bernoff
Example3: MLM/Network
Marketing/Direct Sales
This scenario is specific for those who are building a network
marketing or direct sales team.
After connecting with a prospect follow these steps.
Great to meet you. I’d like to share this opportunity with you because
______________ (or something similar to that.) Then you can launch into your
4-Step Process by casually rolling into it with a simple statement.
Whenever I’m sharing this opportunity with anyone I like to follow a 4-step
process so that we both can make sure we’re having a conversation that’s
worth your while. So here’s how it goes...
1. The first step is to find out if we get along. I understand that when you’re
talking about an opportunity as big as this you have to like and trust the
person (in this case me) that’s sharing it with you. And I want to make
sure you feel that way...so that will be our first step.
2. The 2nd step will be to find out exactly what you’re looking for. Of
course we wouldn’t be having this conversation if I didn’t know a little bit
about what you’re looking for, yet I want to explore that more with you.
3. Then in the 3rd step, if I believe I can meet your needs as you’ve
described them, I’ll talk to you about this opportunity, but only if it makes
good sense based on what you share with me in Step 2.
4. And then the 4th step will be for you to make a decision.
want to make sure people feel good about working with me and want to
seize this opportunity as much as I do. I believe this is a big contributor to
the success I’ve been able to achieve. So does this 4-step process work for
you?

by Michael Bernoff

1. So as I said, The first step is to find out if we get along. I know it sounds
a little silly - I just like to be sure we establish up front that we’re on the
same page because I’m very serious about this business and to me the
most important thing to building my business is to surround myself with
people that I truly like. And I want others to feel that way about me as
well. So as we’ve been chatting here now for a little while it seems to me
like we get along, do you agree? Wait for response... Ok great, well now
that we’ve got that out of the way are you ready to move on to the 2nd
step?
Wait for response... Ok Great! Let’s move to Step 2.
2. Ok this is where I learn about what you truly want - so why don’t you just
start with anything that comes to mind about what you’re wanting for
your professional life and your personal life, and then if I have any
questions about specifics I’ll ask.
3. Ok so as I said in the beginning - now that I am clear on what you are

looking for we can move to Step 3 which is to show you what I have
available. Does that work for you? Because based on what you just
shared for me I’m certain now more than ever that this opportunity is
exactly what you’re looking for. So let me talk to you about the
opportunity and then you can decide which you like the best.
At this point you share your opportunity as you normally would based on your
upline’s recommendation and training.
4. Step 4 - After you’ve shared your opportunity with your prospect, you can
now comfortably ask them to make a decision, if they haven’t already. At
this point you may have to answer a lot of questions, which is good.
Take the time to make them feel confident in their decision. Then you
can say something like. “Well now we’re at Step 4 and now you can make
a decision. When would you like to get started?
Congratulations! If you’ve followed this process you now have added

another person to your team!

by Michael Bernoff
Example 4: Insurance/Financial Planning

This scenario is specific for those who are offering insurance policies
or financial planning services.
After connecting with a prospect follow these steps.
Great to meet you. Thank you for the opportunity to go over some policies that I
believe will give you the protection you want and save you the most money. Then
you can launch into your 4-Step Process by casually rolling into it with a simple
statement.
Whenever I’m working with anyone I like to follow a 4-step process so that
we both can make sure you get exactly what you want.
1. The first step is to find out if we get along. I understand that when you’re
talking about something as personal as insurance/your financial future
(you fill in the blank) you have to absolutely like and trust the person (in
this case me) you’re working with. And I want to make sure you feel that
way...so that will be our first step.
2. The 2nd step will be to find out exactly what you’re looking for. I want to
be extremely clear that I understand all of your needs so I want to explore
that with you in detail.
3. Then in the 3rd step is to show you the policies/plans (fill in blank) that I
match what you’re looking for.
4. And then the 4th step will be for you to make a decision.
want to make sure people feel comfortable about working with me and
with the way we go about finding what’s right for you. I believe this is
why my clients have stayed with me for all these years and why they refer
their friends and family to me. So does this 4-step process work for you?

by Michael Bernoff
1. So as I said, The first step is to find out if we get along. I certainly don’t
want to move forward right now before we establish that we’re on the
same page. So as we’ve been chatting here now it seems to me like we get
along, do you agree? Are you ready to move on to the 2nd step? Wait for
response... Ok great, well now that we’ve got that out of the way are you
ready to move on to the 2nd step?
2. Ok this is where I learn about what you truly want and need - so why
don’t you just start with anything that comes to mind and I’ll take some
notes, and then if I have any questions about specifics I’ll ask.
3. Ok great, now I believe I am clear on what you are looking for we can
move to Step 3 which is to show you what I have available. Does that
work for you?
At this point you provide different options to your client based on your industry
experience and training.
4. Step 4 - After you’ve provided them with options for their insurance
policy/portfolio/etc (fill in the blank) you can now comfortably ask them to
make a decision, if they haven’t already. At this point you may have to
answer a lot of questions, which is good.

Take the time to make them feel confident in their decision. Then you
can say something like. “Ok Now we’ve arrived at Step 4 and now you
can make a decision. Which plan do you prefer?
Congratulations! If you’ve followed this process you now have a

new client!
Thanks for checking out my Persuasion Pocket guide! For more information, please
email michael@michaelbernoff.com and I’ll get back to you shortly!
Your friend,
Michael Bernoff


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The Persuasion Pocket Guide

Yes - You Really CAN Close At “Hello”

The Four-Step Process of Persuasion

Michael Bernoff’s Persuasion Pocket Guide

1) Let’s Find out if We Get Along

2) Find out What You’re Looking For

3) Show you What I Have

4) You Make a Decision

Michael Bernoff’s Persuasion Pocket Guide

Occasionally - there is a 5th step. That depends on your business.

Michael Bernoff’s Persuasion Pocket Guide

Example 1: Real Estate

I always follow this process with every one of my clients as it allows us to

Wait for response...

Ok Great! Let’s get started.

Michael Bernoff’s Persuasion Pocket Guide

Wait for response...

Ok Great! Let’s move to Step 2.

Congratulations! If you’ve followed this process you can now expect

Michael Bernoff’s Persuasion Pocket Guide

Example 2: Product/Service Sale

Whenever I’m assisting someone in selecting a fill in the blank with

Ok Great! Let’s get started.

Now you go back through Steps 1-4, this time in detail.

Michael Bernoff’s Persuasion Pocket Guide

Wait for response...

Ok Great! Let’s move to Step 2.

3. Ok so as I said in the beginning - now that I am clear on what you are

Remember their questions means they re interested in buying from you!

Congratulations! If you’ve followed this process you can now expect

Michael Bernoff’s Persuasion Pocket Guide

Wait for response...

Michael Bernoff’s Persuasion Pocket Guide

Ok Great! Let’s get started.

Now you go back through Steps 1-4, this time in detail.

Wait for response... Ok Great! Let’s move to Step 2.

3. Ok so as I said in the beginning - now that I am clear on what you are

Congratulations! If you’ve followed this process you now have added

Michael Bernoff’s Persuasion Pocket Guide

Example 4: Insurance/Financial Planning

Wait for response...

Ok Great! Let’s get started.

Now you go back through Steps 1-4, this time in detail.

Michael Bernoff’s Persuasion Pocket Guide

Wait for response...

Ok Great! Let’s move to Step 2.

Remember their questions means they re interested in buying from you!

Congratulations! If you’ve followed this process you now have a

Michael Bernoff’s Persuasion Pocket Guide

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