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C - Clarify the prospect's needs
Identify the prospect's needs and concerns. If you don't understand their needs, you can't sell them anything.
L - Label the problem
Identify the issue that is causing the prospect's needs and concerns. Confirm that you understand their problem. Without understanding the problem, you can't provide a solution.
O - Overview of the prospect's pain
Ask about the prospect's previous attempts to solve the problem. Analyze why those attempts failed. This positions you as the logical solution to their problem.
S - Sell the solution
Identify the top three things that will help. Explain why each is important to their success. Confirm that they understand why each variable is essential. This helps them understand how you're going to actually get results.
E - Explain away the concerns
Overcome the three main objections: blaming circumstances (time, money, fit), blaming others (spouse, partner, kids, employees), and blaming oneself (avoiding the decision, extrapolating past to present).
R - Reinforce the decision
After the purchase, help prevent buyer's remorse. Provide a reward to reaffirm their decision. This encourages them to remain a customer.