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The Kovikov Approach


  1. Qualifying Questions
  2. Features & Benefits
  3. Involving the Prospect
  4. Lock the Door

    Qualifying Questions
    We use qualifying questions such in order to make the prospect a relevant candidate for whatever products or services that we are attempting to sell them, and to become more aware of the prospects tendencies, tone and voice inflections, and body language which in turn helps to make your own necessary Adjustments.

    An example of qualifying questions from the automotive industry would be: What are you looking for in a vehicle, is there anything you absolutely must have? Are you unhappy with your current vehicle? Have you set yourself a budget for what you are looking to spend on a vehicle?

    Each one of these questions tells us something different about the prospect, but they sound so general they feel as though you are simply asking blanket questions and are thus non-threatening. The first question is going to evoke passion about the certain features and benefits that the prospect cares about most, so you can capitalize on them later. The second question is going to help you understand where the prospect stands with their current vehicle, and how ready they are to move on. The third question will make or break you depending on how you ask it, but it helps to determine what land that person is living in when it comes to money, so you can direct your presentation towards the right vehicle.

    Features and Benefits
    This is where you mold your excellent knowledge of products and services to capitalize on the features, and benefits you learned that your prospect cares the most about earlier in the conversation.

    Involve the Prospect
    Involving the prospect is a short way of saying that you must ask questions that invite more than yes or no answers, and cause the prospect to visualize owning or taking advantage of your products and services, while helping them see the value in what they will receive in return.

    An example of involving the prospect from the advertising industry: Can you see how this blend of colors directs your eye around the advertisement, landing right on the phone number? This is exactly what it will do to your customers, so can you see how the message will connect with them, the colors direct their eyes to the phone number, and evoke an innate need to call the number?

    Lock the Door
    Locking the door is a visual reference to represent “closing the sale.” Though the types of closes can vary greatly throughout the industries, the artistry behind the message and its craftsmanship is still more often than not the same. We often forget the importance of “asking for the money,” and when we do remember it often ask lackluster at best. It is extremely important to “lock the door,” not letting that impulse of emotion one gets from making a purchase back out the door, and closing the sale up tight.

    An example of a tight close from fitness industry would be: You told me that you wanted to lose weight, and clearly we have not only the proper equipment here to do so, we have the educated staff that can help drive your motivation and knowledge through achieving your goals and beyond. You had also mentioned that it is most important for you to have a juice bar in the gym, televisions, a pool and a clean locker room. We have all of those things. What would you do for a workout on your first day, anything special? That sounds like a great plan; I can’t wait to greet you on your first day. Let’s get this written up, and I’ll let you bring a friend with you free for the first week to make it a little more comfortable during your first week of working out here, deal?

    You can now see how this approach can apply in any industry if done correctly.
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