Michael Hewitt-Gleeson (born Melbourne 1947) is a cognitive scientist and author
of Software For Your Brain (1989), which first published his invention of the universal brain software known as the digital switch. Hewitt-Gleeson has been an international consultant on strategy and sought by organizations and corporations from the United Nations, and the White House to IBM, Fujitsu, and BMW. Hewitt-Gleeson is a best-selling author of books and numerous articles on lateral thinking, selling and leadership.
He describes that no one can close a sale. The buyer must chose to be sold. A sales mans job is to always be in contact so when the choice is made you are an option. "In Check Moves, the salesperson is simply challenged with being in touch with the customer. Every time the salesperson is in touch with customers, she is in a position of what Hewitt-Gleeson calls 'check'. If the salesperson is not in touch with customer she is in a position of 'uncheck'. Check and uncheck are binary. You can't be in both. You are either in check with a prospect or in uncheck. The goal is to always be in check."
I am sure you have heard of the idea that within seven connections you know everyone on the planet. The check moves sales process can take advantage of this. Always be in check even with your current clients. The more contact you have or the more often you are in "check" the more comfortable your clients feel with you. When you keep them close to you they feel like they are minimizing risk.
As you stay in constant contact with your customers the become loyal customers and then even friends. You must frequently remind people of the upgrades you offer and talk to them about the benefits you are providing building your brand. As you stay in check with your customers and stress the value and quality of your services your new friends and loyal customer will begin to send referrals.
Every customer influences at least ten other people. So by staying in check moves with 10% of your target audience you can actually control the whole group. Find out who it is that moves your customers. Is there a trade journalist, or guru, or community group in your area? When these people talk everyone listens. Your marketing plan should include how you are going to win over these influential people in your field.
Remember you cant sell all you can do is stay in check.