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.
| Doug Hall’s Three Laws of Marketing Physics |
Jerry Weissman’s Power Presentations |
John Boyd’s OODA Loop |
Simple Schema |
| 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. |
See also