7.2. Getting from level 1 to level 4
If you do not know the personality of your buyer, or if you deal with multiple buyers at the same time, then it is very difficult to get the sequence correct. If you are dealing with extreme big picture buyers then we would suggest you start at level 4 and work backwards through levels 3 then 2 then 1. If however you are dealing with very detailed buyers then you will start at level 1 and may never get past level 2.
A compromise order that works well in many situations is as follows:
Start at level 1 – this allows the buyer to discuss all the current things that they see as being good and bad with the given situation.
Move to level 4 – this pushes the buyer away from the negativity that may come at the level ...