Module 4 · Read this twice

Explain the HOW

The single change that makes the biggest immediate difference in your production.

WHAT

Channels, pricing, programming, equipment. We're already great at this.

WHY

The TV industry is backwards — new customers get treated like royalty while old customers get hosed. We're great at this too.

HOW

This is the one we neglect. And it's the one that removes the reason to "think about it."

The problem A customer who understands the WHAT and the WHY but not the HOW still has an unknown in front of them. Unknowns become "let me think about it." You didn't lose on price — you lost on process.

The questions in their head

They won't all say these out loud. Answer them anyway, unprompted.

How is this all gonna go down? Walk the whole timeline, start to finish.
How will the technician install the new equipment? Who shows up, what they do, where the dish goes.
How long is it going to take? Give a real window, not "not long."
How will I handle returning my old equipment? Boxes, labels, where it goes, who pays.
How do I cancel with my old provider? You have the number — 1-800-531-5000 — and they call it after install is complete.
How will I shut off the billing with my old provider? Say exactly when the last bill lands.
How will I learn the new channel numbers? Same guide layout. Show them the side-by-side.
How will I learn to work my new DVR? Voice remote, auto-skip, one remote for everything.

How to actually run it

Finish the WHAT — programming, equipment, price.
Finish the WHY — new vs. loyal customer, AT&T selling DIRECTV.
Stop. Then say: "Let me walk you through exactly how this goes down so there are no surprises."
Walk the timeline out loud: today's paperwork → tech window tomorrow → install → old equipment returned → cancellation call → final bill.
Then close with the assumed question: "Morning or afternoon type of folks?"

The payoff Familiarize your customers with the process of HOW everything goes down and they will be ready to buy today. They won't need time to think about it, because you've explained exactly how it's all going to transpire.

Explain the HOW and customers will buy NOW.