I sent you this chapter. Reply on LinkedIn or by email.
The seven moves of a sales conversation, what each becomes when it’s written for everyone, and what you lose when nobody is there to adapt.
Read across a row for the translation. Read down the last column for the reason pages fail: every move a seller makes by listening, a page has to make by guessing, in advance.
| Move | With one person | With many at once | What changes with no one there |
|---|---|---|---|
| 1. Prepare | Research the buyer, their business and their last supplier | Know the segment: its words, its situation, where it comes from | You prepare for a type, not a person, so pick one type per page |
| 2. Discover | Ask, listen, follow up on what they said | The headline names the situation the reader is in | You can’t ask, so the page has to guess the question right the first time |
| 3. Diagnose | Say their problem back and get a yes | State the problem in customers’ own words, near the top | No yes to confirm it; recorded calls and reviews stand in |
| 4. Recommend | Fit the offer to what they told you | One offer, matched to the segment | No tailoring mid-pitch, so segment before the page, not on it |
| 5. Objections | Hear them, answer them, check the answer landed | Answer the top objections in the order people raise them | Every unanswered objection is a silent exit |
| 6. The ask | A dated next step the buyer agrees to | One call to action | Two asks split the reader; nobody is there to say which matters |
| 7. Follow up | A recap, the promised material, the next date | Flows, reminders and retargeting | Timing replaces judgment, so it’s set by rules and data |
Chapter 4 teaches the left column, chapter 8 the right one, and chapter 10 the loop that keeps them saying the same thing.
Want to answer the note that sent you here? Reply on LinkedIn or by email.
If this is your store
The free Klaviyo audit reads your own account and scores it. Start with your store’s address. A read-only key gets the full report.
Written by Andrew Lauchner, a growth and retention operator for consumer brands. The paid work is one ninety-day Sprint.
This is one chapter of One to Many, which is free and readable in full on a single page with no form in front of it.