The Big Four

This article was written by GaryK, on August 10, 2011

When a prospect first meets a salesperson, a wall goes up. Since the prospect doesn’t know the salesperson or their intentions, naturally they are a bit untrusting at first. One of the ways you can overcome that initial obstacle of trust is to answer The Big Four questions that every prospect has on their mind when they first meet you.
They are:
  1. Why are you here?
  2. What’s going to happen?
  3. What’s in it for me?
  4. How long will this take?
Before each sales call, take time to put together a few sentences that answer The Big Four questions.


For instance: Mrs. Jones, I’m Gary from xyz Funeral Home and I came by today to thank you for returning our ________ and to give you our Gift of Love planning guide. I would like to sit down, walk you through the guide, and answer any questions you may have about it. I think you will find that having all of this important information recorded all in one place will make things much easier for you and your family. It normally only takes 10 to 15 minutes – plus time for your questions.

When The Big 4 questions are out of the way, your prospect can relax and pay attention to what you really have to say instead of looking at their watch or worrying about what you want from them.

“You are subject to your environment. Therefore, select the environment that will best develop you toward your desired objective.”
                                         – W. Clement Stone

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