What is The 4:2 Formula®

What’s wrong with so many sale presentations?

I think the fundamental problem is that so many sales presentations are about what the customer is moving to, and we don’t really have a strong understanding of why they’re doing that or why are they thinking about moving in the first place.

If our presentations are just what-based questions it feels more like an interrogation.

  • What are you looking for?
  • How many bedrooms?
  • One or two stories?
  • Square footage?

After a while, there’s really a lack of emotional connection, and ultimately there’s no real understanding of what’s going on in that customer’s life.

How is The 4:2 Formula® different?

I want to suggest that if you find out about the customer’s life, you’re going to find out everything else that you need to know if you understand the mission. That’s what really matters. When I understand why you’re thinking about moving and what’s wrong with the home they’re in right now. I’ll figure out bedroom count, price point,  time frame, and all of those things.

The 4:2 Formula® is about learning what problem needs to be solved and then you use that information throughout the entire presentation.

Isn’t The 4:2 Formula® just about being coffee-worthy?

There’s no question that being coffee-worthy or being the type of person that someone would want to have a cup of coffee with it gives you the freedom to be able to question honestly. But The 4:2 Formula® goes far beyond that. The information that you gather is going to be helpful throughout the entire presentation as you’re presenting a home, as you’re choosing a home site, as you’re dealing with objections and all the way through to asking for the sale. 

An example of how knowledge gained from The 4:2 Formula® is used by the salesperson

You learn that the rental they’re in right now is 40 years old and the primary bathroom has never been updated. If I’m figuring that out, I know now where I’m going to spend more time as I’m walking someone through the home. Or I learned in the 4:2 that Mom is moving in, and she recently had hip replacement surgery.

Not only does that help me to find the right home, but it helps me to connect with the customer and what’s going on in the customer’s life. They’re going to go through something really, really difficult and challenging. Their whole life is about to change and now I can step in and meet them where they are at. 

How does The 4:2 Formula® work in the closing process?

The close is the culmination, right? A customer saying, yes, means that their problem has been solved. So the information that you gained from the 4:2 discovery pays off when you confirm that their future is far superior to their present. Ultimately, The 4:2 Formula® puts you in a sense of partnership towards mutual purpose between you and your customer.


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About the Author: Jeff Shore

Jeff Shore is the Founder and President of Shore Consulting, Inc. a company specializing in field-tested and proven consumer psychology-based sales training programs.

Jeff is a top-selling author, host of the popular sales podcast, The Buyer’s Mind, and an award-winning keynote speaker. He holds the prestigious Certified Speaking Professional designation from the National Speakers Association and is a member of the NSA’s exclusive Million Dollar Speaker’s Group.

With over 30 years of real-world, frontline experience, Jeff’s advanced sales strategies spring from extensive research into the psychology of buying and selling. He teaches salespeople how to climb inside the mind of their customers to sell the way their buyers want to buy. Using these modern, game-changing techniques, Jeff Shore’s clients generated over $30 billion in sales last year.