FORM method in sales
As famous Salesman and motivational speaker Zig Ziglar says “everyone in this world is a salesman”.
But one thing is constant in sales —seldom a sale been made where there is no connect between salesman and buyer. As — “People don’t buy for logical reasons. They buy for emotional reasons.”
All sales start with conversation between seller and prospect.
There are many methods in which conversation may be initiated.
One such methos is FORM
‘FORM’ stands for Family/Friends-Occupation-Recreation-Motivation, and by using these prompts, you can get to know people better, as well as keeping your conversations alive.
1. Family and Friends
What topic do people love to talk about above all others? Family and friends will score highly on many people’s list of interests.
Does the person have any children? If so, how many do they have? How old are they? Are they academic, or do they prefer sports? Do they have any achievements that they are proud to tell people about?
2. Occupation
The second topic of conversation in the FORM method is occupation, which opens up a whole range of potential work-related topics.
If the person is employed:
- What does their job involve?
- Do they enjoy their job? Does he/she find it rewarding?
- Is it in the field that they studied? If it is different, how did they come to work in their current field?
- What job did they hold previously? Why did they leave?
3. Recreation
Common interests – from shared hobbies to movies or sports can provide us with a sense that we belong amongst a group. Shared recreational interests are also a great topic of conversation. Even if your hobbies are different to those of another person, it is always fascinating to learn about an unusual or otherwise interesting pursuit.
4. Motivation
The final area of conversation using the FORM technique is motivation. However ambitious or small, we each have our own goals and desires that drive our behavior. Find out from your conversation partner their motivations.
What were their childhood dreams? Do they have any aspirations? Would they like to go back to university to study? Are they aiming to get a promotion by the end of the year? Why do they enjoy the hobbies that they do? Do they have goals which may need assistance in personal finance planning?
FORM Method may be applied differently for e.g., if one is having discussion in a professional environment –one may start with Organization/Recreation/Motivation and then family/friends.
One thing is that when you start applying these methods initially it may look like faking it but when you apply those regularly you may be amazed at how you are able to show genuine interest in others and are able to make friends for life.
Source—Various articles on sales and book by Zig Ziglar ‘Ziglar on selling’
