About EASE

Most business-owners and salespeople recognise the benefits that flow from using a pre-determined step-by-step format when conducting sales discussions with customers.

These benefits include improved results for the business and the saving of time (for both the customer and the salesperson). It also leaves the customer with a positive impression of the business; we have all endured the unsettling experience of dealing with a salesperson who gave the impression of not knowing what they were doing.

Given that the essence of good selling is helping customers get what they want, any decision-making regarding the format to be followed should be preceded by a review of some sales basics concerning why customers purchase anything.

Firstly, customers are people – they have needs and wants. Generally, needs are logic-based and wants are feeling-based. Most human activity is aimed at satisfying those needs and wants; this includes the making of purchases.

Secondly, when people make purchases they buy ‘benefit packages’. The benefits in the package are provided by the features of the product they purchase.

(Put another way, products have features; features provide benefit packages; customers buy benefit packages to satisfy their needs and wants.)

Thirdly, not all customers have the same needs and wants. This means that the benefit package that appeals to customer A will not necessarily appeal to customer B; however, another benefit package may.

The EASE sales format is structured with these basics in mind. It is designed to help the salesperson clarify the customer’s needs and wants before trying to ‘sell’ the product. It also helps ensure that any subsequent ‘selling’ done by the salesperson is aimed at satisfying those needs and wants.

If you are seeking improved sales results the following explanation of the four steps of EASE will help. (Remember, when using EASE it is very important to follow the steps in exact order; even if your sales process requires more than one meeting.)

Step 1 – Engage the customer

The purpose of this step is to build on the initial greeting and help you develop rapport so that relaxed and open communication can take place. This can be done using small talk (maybe around mutual interest, mutual friend or referral if appropriate).

If you set up the meeting it may be necessary for you to establish your own credibility and that of your company (and, maybe, explain the agenda for the meeting).


A good way to lead into this is to ask ‘Do you mind if I tell you a little about Our Business?’ Assuming that your customer consents, you can then give a very brief introduction of your company (and the Positive Points of Difference that you enjoy).

After doing this, and answering any questions the customer may have, you can then ask ‘Do you mind if I ask you about Your Business?’

This provides a perfect gear change to the next step.

Step 2 – Ask ‘conversational questions’ to clarify your customer’s needs and wants

This is also about provoking indications of concern or interest. These will enable you to understand more about your customer’s needs and wants and where they’re ‘coming from’. You can then clarify in your own mind the ‘benefit package’ for your product that will have most appeal.

Use the ‘conversational questioning’ technique. Start with ‘soft’, easy-to-answer questions about them and their business; then gradually make your questions more searching. As you do this, you can find out about their current position and usage, likes and dislikes, what they want, advantages they may be seeking, past experiences with similar products or suppliers, other ideas they have.

You can also use the conversational questioning technique to qualify them as to budget and timeframe as well as to confirm the identity of the real decision-maker.

Avoid using Yes/No questions; instead use Information-seeking questions that start with words like what, when, where, who, how, and why. Make sure to tune in to the customer’s tone of voice and body language; they are key indicators of the customer’s depth of feeling about their responses to your questions.

This step is the engine room of the sales process; the questions you use must be planned and well rehearsed.

Step 3 – Suggest (sometimes Show)

This is about suggesting a course of action to your customer designed to satisfy their needs and wants (and, hopefully, make a sale).

These suggestions can only be properly made if you have done a good job in Step 2.

As you present your suggestion tie its benefits to their needs and wants. Ask questions as you go to check your progress and be alert for buying signals.

Step 4 – Encourage purchase with a ‘closing’ question

The purpose of this step is to encourage the customer to ‘buy’ your suggestion. It’s OK to do this because you have taken care to ensure that your suggestion is appropriate to their needs and wants.

A good method to use here is the ‘either or’ technique. This involves asking a final, closing question that gives your customer an alternative, both of which lead to a sale (avoid confusion by creating a choice between two options only).

Try to build your ‘either or’ around a decision that the customer will need to make anyhow; it can be based on package options, colour, price, delivery time, payment method and so on.

Having asked the closing question remember to ‘shut up’ and wait for the answer.


(The up-coming post for Friday 5/12 is  Plan for focus. It's a short reminder about the main benefit of having a sound plan.)