THE PLAYBOOK
The complete ARE UNICORN framework at a glance. Bookmark this page and reference it before every call. This is your cheat sheet for sales excellence.
PART 1: ARE — PRE-CALL PREPARATION
APPEARANCE
- Physical: Dress for the industry
- Environment: Clean, lit, materials ready
- Energy: Posture, breath, smile
RESOURCE STATE
- Recall a peak moment of success
- Engage all senses: see/hear/feel
- Anchor and fire before every call
EMPATHY
- Research: LinkedIn, news, reviews
- Perspective-take: their worries, their success
- Set intention: Listen first
PART 2: UNICORN — IN-CALL EXECUTION
Use Pointers for Outcomes
Discover their specific needs using the Five Finger Pointers
Nudge the See/Hear/Feel Fantasy
Paint their future success in all three senses
Implement As If & Future Planning
Act as if the goal is already met — frame it as future planning
Conditional Close
Get commitment based on met needs: 'If we can do X, Y, Z, then...?'
Outcome Dovetailing
Align your solution with their outcome. No match? Move on gracefully.
Rapport
Maintain throughout. Match energy, pace, vocabulary. Never push through resistance.
Next Step & Summary
Specific date, specific action. Never 'I'll follow up sometime.'
PART 3: FIVE FINGER POINTERS — QUESTIONING TOOLKIT
NOUN
What, specifically?
Vague nouns
VERB
How, specifically?
Unspecified actions
SHOULD
What would happen if...?
Rules / limitations
ALL
All? Always? Never?
Generalizations
COMPARE
Better than what?
Comparators
THE GOLDEN RULE
Mirror their vocabulary. Use their words, not yours.
If they say "case acceptance," you say "case acceptance" — not "close rate." If they say "starts," you say "starts" — not "new patients." If they say "production," you say "production" — not "revenue."
NEPQ — QUESTION FLOW CHEAT SHEET
CONNECTING
Build rapport, earn the right to ask deeper questions
"I noticed you have a strong presence in your area — are most of those inquiries converting to starts?"
SITUATION
Understand their current state without judgment
"Walk me through what happens when a new patient comes in for a consult right now."
PROBLEM AWARENESS
Help them discover and articulate their own pain
"How long has that been going on? And has it had an impact on you — not just financially, but personally?"
SOLUTION AWARENESS
Let them describe what the ideal solution looks like
"If you could wave a magic wand and fix the treatment presentation — what would it look like?"
CONSEQUENCE
Amplify the cost of inaction using their own numbers
"What happens if nothing changes over the next 12 months? What does that cost you?"
QUALIFYING
Confirm they're serious and ready to solve this
"On a scale of 1-10, how important is solving this in the next 90 days?"
TRANSITION
Bridge from discovery to your solution using their words
"Based on what you’re telling me — [their pain in their words] — that’s exactly what we help practices solve."
COMMITMENT
Close using their own goals and evidence criteria
"If we could help you [their goal], would that be something you’d want to move forward with?"
PSYCHOLOGY OF SELLING — CHEAT SHEET
The Self-Concept Thermostat
You become what you think about. If you believe you're a $5K/month rep, your brain caps you there. Upgrade your self-concept first — results follow.
Enthusiasm = 51% of Sales
A sale is a transfer of enthusiasm, emotional commitment, and belief. If you don't believe in what you're offering, neither will they.
Fear of Loss > Desire for Gain
People are pulled between these two forces. Make the cost of inaction vivid and specific. The desire for gain must outweigh the fear of loss.
Feel, Felt, Found
'I understand how you feel — others have felt the same way — but this is what they found...' Universal objection handler for price, timing, and trust.
The Suggestion Close
Paint a vivid story as if they're already using the product. Word pictures bypass logic and speak directly to emotion. 'You're going to love seeing...'
The Power of Silence
After every closing question, stop talking. The first person to speak loses leverage. Any change in body language = buying decision is near.
The 80/5 Rule
80% of sales close after 5+ attempts. Most reps try 1-2 times. 'Think about it' ends the process — people get busy and forget all the details.
Never Pre-Judge
Deciding in advance someone won't buy changes your attitude and kills your performance. Treat every prospect like your next biggest client.
Trial Closes Throughout
Don't info dump. Sprinkle questions: 'Does this make sense?' 'Is this what you had in mind?' 'Do you see this working for your practice?'
The Sudden Death Close
'Either this is a good idea or it's not. Why don't we make a decision now so I can stop taking up your time?' Then sit silent and wait.
"THE WINNER IS 3-4% BETTER THAN THE OTHERS."
Yet they make 10x the income. Small improvements in your sales skills compound into massive results. Commit to lifelong learning — there's always a steady leak in your cup. Fill it faster than the leak.
ION BY THE NUMBERS
5,000+
Orthodontic Practices
Using ION nationwide
30%
Average Increase
In case acceptance
20%
Revenue Growth
Within first year
#1
Patient Engagement
Platform in orthodontics