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The IF Triangle to close sales ↓

During a sales, there are usually three variables at stake: timing, price and quality. A prospect is usually flexible on up to two of these variables, but never all three. They even go as far as asking themselves:
1. When can I have it? (timing)
2. How much will it cost? (price)
3. Will it do the job? (quality)

How to action this? If the product is [premium], then it may deliver [slow] and the quality should be [high]. OR → if the product is [cheap], then should deliver [fast] and the quality may be [low].

The through-line? Find two tops or two bottoms that your prospects expect from you and be aware of the weak point on the other side of the triangle – the opposite of your top or bottom alignment – that’s where your customer is not flexible.

In a negotiation, you can further apply the IF triangle like this: “If I have to deliver by X, then the price will increase” or “if you want to reduce the price, I will need longer to complete the job”.

This model shows us there is always a tradeoff, where two variables reach symbiosis, but another cannot suffer to satisfy a prospect’s expectations. So make sure you are always reaching alignment between two variables.