Practical Sales Training™ > How To Convert > Work Required
What is it?
This is all about being clear about what the buyer is responsible for in terms of input and work, in order to get the desired result.
Why does it work?
It works because it eliminates the unknown and avoids potential conflict.
If the buyer knows they have to do XYZ to get the result, then they know if they don’t do XYZ that there will be an issue. Too many offerings aren’t upfront and honest about the input, work and time required which can lead to buyers remorse.
How can you use it?
To make this work, you need to do 2 things:
- Tell the buyer what they need to do to get the result.
- Tell the buyer what you will do to help get the result.
Hypothetical Example:
A personal trainer sells a 12-week “Body Transformation” program. Instead of simply promising results, they clearly explain during the sales conversation:
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What the buyer must do: “You’ll need to follow the meal plan, attend 3 sessions a week, and track your steps daily.”
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What the trainer will do: “I’ll create a customised workout plan, coach you in every session, and adjust your program weekly based on your progress.”
By setting these expectations upfront, the client knows that success depends on both sides. If they skip workouts or don’t follow the plan, they understand why results may be slower – avoiding blame or disappointment.
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