IMPACT
explain the principle of impact selling
be in front of qualified leads/prospects when they are ready to make a decision not when you need to fill a vacancy
what are the two essential components of selling
positioning and timing
explain the three customer impact principles
1. people commit to things for their reason not yours or mine
2. people don't want to be sold but they do want to buy
3. the decision to commit is and emotional response to the perceived benefits compared to the perceived price and cost
construct the impact selling diagram
draw diagram
explain the meaning of the terms nich, Target segment and Wall of apathy and resistance
nich: people who are eligible to join your branch
Target segments: applicants with and without military experience
wall of apathy and resistance: separates the recruiter from the target segments
identify the three rules of impact selling system
1. never skip a step
2: don't go to the next step until you have exhausted the previous step
3: make sure you and your applicant are on the same step at the same time
in the recruiting world what does the term quote " Focus " mean?
a singular concentration on the Applicants needs and wants
explain the difference between needs and wants
needs:
-above the surface
-fact orientd
wants:
-below rhe surface
-emotion base
identify the four areas where you can place your focus when working with an applicant.
1. yourself
2. your branch of service
3. your recruiting opportunity
4. the applicant
explain the fatal flaw in recruiting
happens when recruiters become so focused on what they want to happen that they lose sight of what the applicant wants to have happen.
provide three examples of what a recruiter might want
accession
to make goal
to win an award
provide three examples of what an applicant might want
hassle free process
straight answers
to avoid making a bad decision
explain the function of the investigate step
to gather sufficient information about your zone, target segments, and the individual leads or prospects within them to enable you to make the best presentation.
explain the three principles of the investigate step
1. the better you are at finding qualified leads/prospects, the higher your closing average will be
2. your future success in recruiting is indirect proportion to the quality inn breadth of your current lead file
3. the recruiter to ask enough of the right questions of the right people in the right places will always have plenty of leads/prospects
explain the meaning of the term "positioning" as it applies to a recruiting environment
how people perceive your role, and ability to have a positive impact on their professional and personal lives.
identify and explain the three factors associated with being properly positioned
PCA
1. perception: what people think of your organization you and the way you conduct business
2. choice: people have other options besides yours
3. awareness: do people know you exist
identify at least four good ways recruiters can be positioned
- career counselor
- advocate
- military expert
- successful testimonial
identify at least four actions recruiters can do to improve their positioning
- right articles for newspapers, magazines, or newsletters
- host COI's
- become a recruiting expert
- study your competition
identify at least four positioning mistakes recruiters might make that could damage their reputation and credibility
-acting too desperate to gain the commitment
-talking too fast
-benefits dumping
-selling jobs before qualifying the lead/prospect
Explain the meaning of the term prospecting as it applies to a military recruiting environment
the process of identifying and getting in front of highly qualified leads/prospects and applicants
Identify rhe five characteristics of a highly qualified lead/prospect of applicant
1. They have a need and are aware of it
2. they have the authority to make a decision and the ability to qualify for the recruiting opportunity
3. they have a relative sense of urgency about the decision
4. the recruiter has or can develop trust with the person
5. the person is willing to listen to rhe recruiter
Identify the two ways to prospect
1. Proactive
2. reactive
Explain what is meant by the phrase "Aligning your selling and prospecting strategies"
a recruiter strategies for selling and prospecting can be consistent of inconsistent. if either the prospect strategy are selling strategy is not consistent, the recruiters will not be fully successful. high performance results are only achieved when the strategies for both prospecting and selling are consistent. this is called perfect alignment.
explain the purpose and structure of a prospecting Parthenon along with the three types of information include on the graphic
the purpose of the prospecting Parthenon is to help recruiters organize their prospecting activities. the roof contains the Target segment. The columns contain their prospecting strategies that can generate leads. below the part that on are the tasks the recruiter must accomplish to make each strategy work
Explain the purpose of the direct value statement
a direct value statement briefly communicates the reason for your positioning existence and it explains your role in how you and your branch of service can have an impact on a person's personal and professional lives.
What are four questions that go through the minds of people when you are trying to get an appointment with them?
1. Who are you
2. what do you represent
3. wahts in it for me
4. whats it going to cost me
Identity at least five of the six great questions to ask leads.
1. what prompt you to look into the AFR?
2. what have you seen or heard that's appealing to you?
3. what factors will influence your decision about joining the AFR?
4. where are you in your decision making process?
5. who other than you is involved in this decision?
6. what kind of time frame do you have in mind?
before every meeting with a lead/prospect, applicant or influencer, what two questions should recruiters ask themselves?
1. what do I need to know?
2. where can I look for the information?
provide three examples of information that would be good to know before the interview begins?
• your competition
• your limitations
• the questions they might ask
provide for examples of places to look for information that would be good to know before the interview begins
• school newspapers
• separation rosters
• ASVAB Rosters
• Other Recruiters
identify the four members of the internal support team and describe the rules they play
• Buffer: stands between you and your lead/prospect
• Internal Advocate: your ally in the recruiting process
• Lead/Prospect/Applicant: the person you are trying to recruit
• Decision Maker: the person who can say "yes" or "no"
identify three tasks recruiters should complete before every interview
• Confirm your appointment
• mentally prepare yourself
• physical prepare yourself and your meeting location
Name the four Buyer/Behavior styles
- Dominance
- Influence
- Steadiness
- Compliance
Identify four major characteristics of the Dominance style
- Directing & Dominating - Tale charge person
- Exudes Power, authority and confidence
- Very competitive and naturally aggressive
- Quick impulsive, always pushing for time
identify at least four major characteristics of the influence style
- Enthusiastic, popular, easy to talk to
- stylish snd trendy
- Positive and optimistic
- Fears conflict
identify the four major characteristics of the steadiness style
- accepts others slowly
- indirect, prefers to suggest
- under pressure - slows down
- fears charge
identify four major characteristics of the compliance style
- thanks before acting
- prefers data, facts and order
- under pressure, becomes critical
- fears making a mistake
identify at least one factor that will create tension with each of the four styles
Dominance
• not reacting quickly
Influence
• Not displaying a sense of urgency
Steadiness
• Being possessive of information
Compliance
• overselling
explain the function of the meet step
build enough trust to set the face-to-face sales process and motion
explain the three principles of the meet step
1. you only have a small window of opportunity (roughly 19-34 seconds) to establish your credibility and convince a lead/prospect that the time spent with you will be valuable.
2. without trust you can only sell questionable options. with trust you can sell the value of opportunity
3. if you have positioned yourself and the AFR well before your first appointment, and if you have adequately conducted pre-appointment planning, your trust Factor will be higher from the outset
explain the meaning of the terms trust, rapport, and being like
Trust: a person's belief that you and the branch of service are creditable and will deliver on every promise/commitment
Rapport: matching the pace, tone, and behavior and actions of another person so they are comfortable and confident that you see the world in the same way they do
Being liked: doing all in your power to gain approval
identify at least four actions recruiters can take to make a positive first impression during an interview
- approach in neutral
- remember names
- maintain eye contact
- avoid unsolicited small talk
identify at least two mistakes recruiters should avoid making during an interview
- dominating the conversation
- interrupting the other person
explain the purpose of a statement of intention and provide an example
the statement of intention explains the reason for the Face to Face meeting and may also describe how the meeting will be conducted.
explain the purpose of the bonding statement and improvide an example
the bonding statement lets the applicant know the recruiter will be working on behalf of the applicant to help them get what they want
explain how to transition from the meet step by asking to important questions to test your bridge
1. do you mind if I ask you if you questions
2. do you mind if I take notes
Explain the purpose of the probe step
To have your applicants verbalize their needs and identify problems they want to resolve.
Explain the three principles of the probe step
1. the best way to serve your own interest is to put the needs and wants of your applicants first
2. to deliver value to your applicants, you must see yourself as a value resource for them
3. to be a value resource, you must first discover what your applicants perceive as value
Identify the two master keys to success in the probe step
• Asking
• Listening
Identify at least four tips for conducting an effective probe step.
- focus on what the applicant is saying
- Focus your body language
- don't overreact to anything and applicant says
- place Stars next to important points
identify at least four techniques for discovering what applicants will commit to doing
• don't ask questions in offensive or insensitive way
• focus on the applicants dominant buying motive
• don't be afraid of silence
• always prepare additional questions
Explain the technique for how a recruiter and the probe step can uncover or prevent objections that might come up later
by asking certain questions in the probe step that deal with the most common objections or concerns raised by applicants, a recruiter can uncover and prevent potential objections that might be voiced later in the sales process.
Example: what have you heard about the lifestyle of BMT?
Explain how to wrap up the probe step and transition to the apply step
- issue a summary statement based on your understanding of what the applicant has told you
- ask the applicant to rank order your findings in order of importance
- if the applicant does not agree with your findings, stay in the probe step into you reach an agreement. issue another summary statement and ask the applicant again to prioritize your findings
open-ended questions
usually begin with words like "what, where, why or how," and they allow the applicant to explain their thoughts and detail.
closed ended questions
usually begin with words like "do, is, or, would, or who," and they are effective in narrowing choices are clearly defining an option or interest
clarification questions
best used when following a closed-ended question to provide additional information not provided in the closed-ended answer
problem, agitation, solution questions
a series of questions designed to bring out the applicant's emotions. the problem question confirms the problem or need. the agitation question brings the applicants emotional response to the surface. the solution question plants the idea of the applicant finding a solution to the problem or need
needs identification question
designed to discover whether the applicant has a need for any of the features of the recruiting opportunity
feature benefits question
designed to help you explain to the applicants how they could use the benefits offered by your branch of service
facilitating phrases to soften difficult or sensitive questions
best used when recruiters come across unique situations with applicants that call for a gentler approach to asking a difficult question
three deep question
a technique designed to demonstrate sincere interest in the applicant and allow the recruiter to get to the core of the issue
explain the function of the apply step
to show your applicants precisely how the recruiting opportunity addresses their specific needs
explain the two principles of the apply step
1. to an applicant, any commitment is too demanding until he or she understands the value of the application of the commitment to solve their biggest problems or fulfill their particular needs
2. in the absence of value interpretation, every negotiation will be reduced to a question of cost. for every military recruiting organization, this cost is communicated in terms of required commitment.
explain the difference between application based and demonstration based selling
• application based selling is recommending a customized solution to the Africans individual needs
• demonstration based selling is a generic product or service presentation that features loaded and takes a one side fits all approach
construct a diagram of the value formula and explain the meaning of the following terms.
A: perceived benefits
B: perceived price
C: perceived emotional cost
A: PERCEIVED BENEFIT: the advantage are benefit that a particular feature of the recruiting opportunity offers toward fulfilling the applicant's needs
B: PERCEIVED PRICE: represents The "upfront" commitment all applicants must make when joining
C: PERCEIVED EMOTIONAL COST: represents the emotional cost assorted with fulfilling the commitment
identify at least four tips to improve your apply step
- recommend the right solution
- don't overwhelm your applicant
- give them a show they will never forget
- show how your opportunity is unique
identify the concept behind the benefits stacking formula and explain how you would use it to present the benefits and the commitment
- benefit stacking is the process of "sandwiching" the commitment between the benefits to the increase the value and reduce the perception of commitment
- the recruiter explains some benefits the applicant will receive. next, he or she presents the commitment. lastly, the recruiter explains some more benefits the applicant will receive
identify at least two pieces of advice for presenting the commitment
- avoid making the commitment and issue
- don't put modifiers on the commitment
provide two examples of using value to drive the desirability of the commitment
- Target only the key benefits in which the applicant is interested
- get the applicant involved in the process
explain the purpose of asking feedback questions in the apply step and provide an example of a feedback question
- they let you know if your presentation is on Target
- they enable applicants to admit to themselves how they feel and give you a sense on how they will act
-they enable recruiters to reinforce positive feelings and clear up any misconceptions
explain the process for handling objections
- if the recommendation is off target, return to the probe step and I asked the applicant open-ended questions about their concern
- determine if there is more than one concern. if so, deal with each concern one at a time.
- overcome objections by:
• treating each one seriously
• identifying the source of inaccurate information
• overcoming the objective with accurate information
• confirming agreement
explain how to transition from the apply step to the convince steps
let the applicant know you can back up any claims made about the recruiting opportunity
Explain the function of the Tie-it-up step
to ask the applicant to commit, clarify the agreement, finalize the sale and cement the commitment
explain the two principles of the tie it up step
1. finalizing the agreement and gaining the commitment is a natural outgrowth of correctly conducting the first five steps of the IMPACT selling system
2. finalizing the transaction is not about how many ways to close the sale you can memorize. it is learning one single method in mastering it
identify the two key elements of the tie-it-up step
1. you have to ask applicants to commit
2. tie up loose ends
identify the four steps to negotiating conditions of the commitment
• open negotiations on a positive note
• get all conditions are objections on the table
• make sure everyone understands the conditions under which the applicant will commit
• answer questions; offer to work out any problems
identify the two ways a recruiter can ask for the sale using the assumptive close and provide an example of each method
• ask a question: "what day would you like to enlist?"
• make a statement: "let's get your enlistment paperwork started."
identify at least two actions recruiters can take to reinforce and cement the commitment
• compliment the applicant on the decision to commit
• I sure the applicant of satisfaction and guarantee they will get it