Booth-to-Business Course

01 The Session Bridge 02 The Fishbowl Fallacy 03 The Pot Roast Principle 04 The C.A.S.H. Method 1:57 05 The Smartphone Close
DAY 04 OF 05

The C.A.S.H. Method

The Big Shift

  • Do not list features. When someone asks, "Tell me about your company," listing features or saying "best in breed" surrenders control of the conversation.
  • Follow the framework. Challenge (state a problem they relate to), Affects (who else struggles with this), Solve (your mini-pitch), and How (ask how they currently handle it).
  • Turn the microphone back. The goal of C.A.S.H. isn't to sell; it is to socialize a solution quickly so you can pivot back to discovery and let them tell you their specific situation.
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Your Turn

Write down your "Challenge" statement. What is the one specific problem your customers face that you can articulate better than they can? Script it out.

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