13) THE CONCEPT OF F.O.R.M.ing
When you are talking to a prospect, think about your agenda.
If your agenda is to ‘sell’ them on your message or product, you will probably be more apprehensive and appear desperate. You will feel like a stereotypical salesperson. This will affect you negatively, which will lead to your conversation being awkward and uncomfortable, and the experience will be unpleasant for both you and your prospect.
Remeber: Your agenda should never be about YOU and YOUR NEEDS OR DESIRES. Instead your focus should be on what VALUE you can bring to your prospect.
Sometimes it’s hard to strike up a conversation and be stuck with awkward silence. This is where the concept of F.O.R.M.ing comes in handy. It is a template that allows you to have conversation that is less about you and more about them. Ask them about their Family, their Occupation, their Recreation or interests; (not necessarily in that order) before you talk about you and the Message you want to deliver.
Think of questions you can ask that deal with family, occupation, and recreation. Make sure you are not shooting questions out like arrows. Show genuine concern and LISTEN to their answers. If you must interject a comment, do so briefly. Your objective is to listen to what they are saying so you can find out what their NEEDS are. This is not about what YOU want
, it's about what THEY need
REMEMBER: Talking to a prospect is much like talking to someone you just met and want to keep as a friend. If you are meeting for the first time, you don’t want to be talking about me, me, me and about how much you know. Don’t talk
yourself out of sale. Be respectful of their time and don’t talk too much
. Your objective should be to get to know them better. So be a good listener.
Here are some FORMing questions (you can improvise):
- Are you married? What is your spouse’s name?
- How many kids do you have? What are their ages?
- What do you like about parenting? What’s your biggest challenge?
- What kind of work do you do?
- What do you like about your job? How long have you been working?
- How did you get started in your field of employment/study?
- What interests you? What do you do for fun?
- What is your favorite place in the world? Where would you like to vacation if money were not an issue?
- How do you relieve stress?
- What’s the most exciting thing you’ve ever done?
These questions are designed to help you establish rapport with your prospect. People do not like to do business with people they do not feel a connection with. Once you have asked your questions and listened to their answers, you can now transition to the Message
portion of F.O.R.M. Your message should reflect their needs and interests. Lead with that. If you did a good job of listening you should have a very good idea of the message you want to deliver. Did they mention a health issue they’re concerned about, fear of losing their job, college expense, financial concern, weight issues, stress…? If it is a health issue, do remember to keep it at the wellness level, e.g. boosting immune system, supporting the digestive system, lifestyle changes...
You should think very carefully about how you want to close your conversation. Do you want to arrange a future date and place to meet that you can provide them with a complete presentation of what you have to offer? Do you want to invite them to a company-sponsored event, a workshop presented by your upline, a phone interview? However you decide to close, make sure you exchange contact information and let them know that you are interested in meeting their needs.