Practical Sales Training™ > How to connect with your buyer > Logic Chain
Logic Chain
What Is It
A buyer asks why your price matters. You could ramble for two minutes, or you could answer in three words.
That’s a Logic Chain. A simple, logical argument that links the thing you focus on to the consequence of getting it right or wrong. It’s a mechanism to justify the price, and it does the job in as few words as possible.
Why Does It Work
It works because it spells out what matters instantly. The magic sits in the boldness of saying it short. Most businesses take ages to help people grasp the value they offer.
So if you can land your point in just a couple of words, it inspires real confidence. The buyer senses you know exactly what you’re doing, and that confidence alone moves the conversation forward.
How Can You Use It
Step 1 – Name The Thing You Focus On
Name the thing you focus on first. Not your product or service, but the actual subject or area where you operate. Pricing works as an example. So does messaging, or logistics, or scheduling.
Step 2 – Describe The End Result
Describe the end result next. It could be the negative outcome, or the positive one, that follows from getting that thing right. Keep it to a single word or a short phrase if you can.
Step 3 – Use A Connecting Word
Pick a connecting word to join the two together. Words like affects, drives, shapes, or triggers all work. Each one links a cause to its consequence in a single beat.
- Affects
- Brings about
- Causes
- Channels
- Commands
- Controls
- Dictates
- Directs
- Drives
- Frames
- Generates
- Governs
- Guides
- Influences
- Initiates
- Instigates
- Leads
- Moulds
- Navigates
- Orchestrates
- Provokes
- Regulates
- Results in
- Rules
- Sets off
- Shapes
- Sparks
- Steers
- Sways
- Triggers
Step 4 – Make It Alliterate If You Can
Make it alliterate if you possibly can. A shared sound gives the phrase extra weight, so long as forcing the alliteration doesn’t bend the actual meaning.
When It Works Best
A logic chain works best right where a buyer is questioning value or price. So drop it early, before doubt has time to build into an objection.
When It Becomes Dangerous
It becomes dangerous when you force the alliteration at the cost of the truth. A phrase that sounds clever but says nothing real will get seen through fast.
Common Mistakes
Picking Words For Sound Over Sense
Choosing a connecting word just because it sounds strong. The word still needs to describe the actual relationship, so pick for accuracy first and impact second.
Naming The Product, Not The Subject
Naming your product instead of the area you operate in. A logic chain describes the subject, not the solution, so keep those two things separate.
Making It Too Long To Repeat
Making it too long to remember. If a buyer can’t repeat it back after hearing it once, it’s not doing its job yet.
Logic Chain – An Example
Pricing Determines Profit
Pricing Determines Profit. That’s a logic chain built for a Clear Sales Message™ client. Their platform lets agencies price projects correctly, all in one place.
It exists because siloed pricing and manual data entry both cause real errors. So if you price something incorrectly, it eats your profit. Three words carry that entire argument, and every syllable earns its place.
See also
