Glossary

Every key term from this course, in plain English. If a lesson ever uses a word that makes you pause, it'll be here.

Heart-and-Head Rule

People buy with emotion (heart) and justify with logic (head). Your selling must speak to both — the feeling and the facts.

Trust Ledger

Your running balance of credibility with a buyer. Every honest, useful interaction deposits; every pressure tactic withdraws.

Buying fuels

The four deep motivations behind purchases: money, time, status, and peace of mind. Every buyer runs primarily on one.

Buyer Heat

How ready someone is: cold (no awareness), warm (aware, considering), hot (ready to decide). You sell differently at each temperature.

Qualifying

The questions you ask early to determine if someone is actually a fit — budget, authority, need, timing. Saves weeks of wasted proposals.

Echo-back

Repeating a buyer's problem in their own words before responding. The fastest connection shortcut — they feel heard instantly.

Conversation arc

The natural shape of a sales call: open warm, connect, spark interest, qualify needs, present proof, handle objections, make it easy to say yes.

Easy Yes

Reducing every friction point in saying yes: clear next step, simple paperwork, no-pressure framing. Confused buyers don't buy.

Follow-Up Flywheel

Your system for staying in touch without pressure: timed check-ins, value-added touches, and re-engagement for quiet leads.

Red flag

A signal someone won't be a good client: no budget, no authority, vague need, disrespectful behavior. The power of no protects your time.

Objection

A buyer's unresolved concern. Handled by turning it into a commitment question — not by arguing, but by addressing the real worry underneath.

Proof over promises

Showing evidence (results, testimonials, demos) instead of claiming outcomes. Conviction comes from proof, not adjectives.

Three numbers

The only metrics that matter weekly: conversations started, proposals sent, close rate. Track these and the system improves itself.

Re-engagement

Reaching back out to dead leads with something genuinely new or useful — not 'just checking in.' Old leads close at surprising rates.