What is the 4x20 sale method?

The 4x20 Method: What's It All About?

What is the 4x20 Sales Method?

The 4x20 method is a sales technique recommended when meeting a prospect or client for the first time.

For salespeople, the 4x20 method allows them to establish contact with clients while stacking the odds in their favor for closing the deal. It's a client relationship support tool.

To summarize, 4x20 represents each "twenty" that counts during a sales meeting:

• The first 20 seconds

• The first 20 gestures

• The first 20 words

• The first 20 centimeters

We then pay attention to our verbal and non-verbal communication to successfully conduct a sales interview and boost our chances of a successful sales strategy!

What's the Purpose of the 4x20 Rule?

First and foremost, the 4x20 method helps create a climate of trust during a sales meeting.

By methodically following the recommendations of this sales approach, you can put the client in the right mindset and reassure them. It also becomes easier to capture their interest.

Ultimately, with 4x20, sales teams more easily achieve their sales targets and marketing objectives.

Finally, this technique is very simple to understand and easy to implement across all types of activities. It's therefore accessible to all sales teams, even the least experienced salespeople.

It's also possible to use 4x20 for both in-person meetings and online!

How to Apply the 4x20 Rule Effectively

Focus on Your First 20 Seconds

The first step of the 4x20 method involves the first 20 seconds. What exactly are we talking about?

It's quite simple: it takes just 20 seconds to form a precise opinion about someone.

So be fully aware that these first seconds will be decisive for the rest of the meeting. If the client doesn't feel confident, you risk struggling throughout the entire appointment.

Conversely, if you nail these opening moments, you'll have a much better chance of reaching your objectives!

We might say clothes don't make the person, but we all know this saying isn't necessarily true. Obviously, during a professional meeting, a polished appearance is essential, and eye contact is just as important.

Master the First 20 Best Gestures

You've understood the logic from the first step. Now, in step two, it's time to perfect your first 20 gestures.

You need to be aware that non-verbal communication and body language, expressed through your gestures and posture, communicate on your behalf.

We know that someone who's uncomfortable might tend to make stress-relieving gestures (touching fingers or rings, fidgeting with a leg, etc.).

To avoid this, it's recommended to be conscious that your client shouldn't sense an ounce of your stress. On the contrary, your approach and attitude should be welcoming. Through these first twenty gestures, you should show that you're available and ready to engage with your prospect.

Some tips for adopting the first 20 best gestures:

• Project openness to dialogue - show this through your body language: don't cross your arms or legs, which suggest difficulty connecting with others. Stand straight and smile.

• Keep direct, confident eye contact during the face-to-face interaction. Avoid shifty looks that can express discomfort or lack of confidence.

• When greeting your prospect, a handshake is usually expected. However, this isn't always the case anymore, especially after COVID-19 changed human contact dynamics. Pay attention to how your prospect intends to greet you: some may settle for a wave, so adapt accordingly.

• Stay natural in your approach - people shouldn't get the impression you're playing a role or trying to suppress your natural self.

Choose Your First 20 Words

You've polished your appearance and body language; now your words need to align with what you've shown about yourself.

The 4x20 rule reminds you to maintain fundamentals during your meeting. Don't forget the basics. To nail your oral presentation, here are some guidelines:

• Start with a polite greeting to courteously acknowledge your prospect. Beforehand, make sure to register the name or first name of the person you're meeting! When concluding the meeting, it's always good to thank the person using their name.

• You can then launch into your sales pitch. But stay alert at every moment. Don't mindlessly recite your talking points - be smart and focus on your prospect's needs. You can leverage the 4C method to spark your prospect's interest and increase your chances of success.

• To start the conversation, your tone should be clear - make sure to articulate well and don't speak too quickly.

• Out of respect for the client, inform them of the meeting duration. You should also tell them about your role and the meeting's objective as early as possible.

Remember, these tips apply to both in-person meetings and video conferences. For video calls, make sure you look your best on camera. Ensure you're clearly visible and audible before the meeting starts. Otherwise, you risk ruining your first twenty words!

Respect the First 20 Centimeters

Finally, the first 20 centimeters are just as important as the three previous steps.

Indeed, in professional settings, just like in private life, it's important to respect the proper distance between yourself and your prospect. This concept seems so obvious that we sometimes forget it.

You've been told to show enthusiasm, dynamism, and inspire confidence. But don't treat the client like a friend you can get close to!

To respect this 20-centimeter rule, make sure to:

• Respect your prospect's personal space, which as you've gathered, is at least 20 centimeters

• Show you're attentive to what they're going to say by looking them straight in the eyes. Nothing worse than a shifty gaze!

• Smile to encourage dialogue with the prospect

With these tips, you'll give your future client the impression that you're open, listening, and giving them space to express themselves. It's a good starting point for a successful sales meeting!

Going Digital: The 4x20 Method Online

While the 4x20 rule is perfectly designed for successful in-person meetings, it can also be applied to online contact.

Online, contact between salesperson and prospect can happen via a website, social media message, or video conference. And here too: first impressions matter more than anything!

Here's how you can adapt the 4x20 methodology for the digital age:

• For the first 20 seconds, ensure your website is welcoming enough for clients to stay longer than 20 seconds

• For the first 20 gestures, we can consider these to be the first 20 questions your prospect will have about you on your site. To inspire confidence, be transparent and opt for fluid site organization. Nothing worse than a client who doesn't know where to find information

• The first 20 words could represent the first 20 words your prospect will read. If they land on your homepage, for example, can they easily understand your business or value proposition? This reminds you to polish your site content so each page can showcase your expertise

• For the first 20 centimeters, we'll compare this step to the visual discovery of your site. If the client views the site on mobile, is it responsive? Is your site fast enough? Are your color choices and brand guidelines well thought out?

Reviewing the 4x20 rule is always a good idea! Indeed, these concepts might seem obvious, but even the most seasoned salespeople can sometimes forget the essentials when they're too busy crafting the best arguments for clients.