Awareness
“One of the greatest qualities we can have is self-awareness.”
Step 1
How clear are you on what's important and why?
Before any task, call, meeting, site-inspection, presentation or important conversation:
The five-step ladder — tap each to open
Step 2
Who are you talking to?
Pick the buyer. The cadence reshapes to their role and mindset — Director, Booster, Travel Planner, or School Administrator. The same framework, tailored to the conversation in front of you.
The four-question ladder — tap each to open
Role = how they see the problem. Mindset = how they feel about the problem.
Step 3 · Situational Awareness
🎯 Opportunity Qualification · Measure by Account
This answers one question:
Is this account worth pursuing?
- Performance or workshop opportunity exists.
- Dates align with our capacity.
- We solve a real trip-planning problem.
- Group size supports the investment.
- Annual or recurring trip potential.
- Opens the district, not just one program.
- Access to the Director and the Administrator.
- Advantage over their current planner or destination.
- Trust can be earned before deposits are due.
- Last trip fell short for the students.
- Costs or fundraising are straining families.
- The Director wants a better outcome.
- Budget, fundraising, or family pay-in exists.
- Boosters are committed.
- Administration has approved travel.
- Performance date or season is set.
- Deposit and payment timeline is defined.
- Board or district approval window is open.
The Four Values
Helping organizations improve in four areas
People don’t buy trips. They buy improvement.
A Communication Framework — Gold For Ghosting
Awareness earns the meeting. This earns the reply.
5-Steps to Earning a Response
How to get a response without chasing people.
Tap any step to open the swap — what to stop saying, what to try instead, and why it works.
The psychology
See it in action
A UO Sales Manager reached out to a group after discovering limited information online indicating they were planning a trip to Orlando.
Good Afternoon,
Thank you for choosing Orlando & allowing the City to assist you in hosting The 2026 National Championships! (This is a mutually agreeable fact) On behalf of our Gold Key partnership with the Orange County Convention Center, your group qualifies for discounts up to 40% off Universal Orlando tickets. (Provides unique offer while acknowledging their choice & giving UO credibility)
Would you be against hosting a link for your Teams, Athletes, Coaches & Parents to save on their tickets? (Get your Yes with their No) We also have programs for you to resell them the tickets & raise money for your organization while still offering a substantial savings to the attendees. (Allow two choices, no more. Always two never three.)
If there were a way to provide your group with either one or the above options, what would be the best number to reach you at? (This is an easy to answer question)
Much appreciation,
Name
Title & UO signature line
A recent graduate from Embry-Riddle’s Engineering program was struggling to get responses to his job applications and resumes. After repeated silence, the outreach was going nowhere — so he changed the approach.
Afternoon Clay, (Email contact at Northrop Grumman he found online)
Congratulations on the launch of Lumberjack! (A mutually agreeable fact) As a recent Engineering graduate from Embry-Riddle Aeronautical University and having heard about its development just over a year ago, I can only imagine how rewarding this milestone must be for you and the team. (Sharing himself as the unique offer & appreciation of someone else’s accomplishment is always adding value)
Would you be against a quick call to share 3 or 4 key decisions that helped shape your career path? (Gets a Yes with their No) Alternatively, I’d be happy to stop by next time I’m in the area to drop off my resume in person. (Allow two choices, no more. Always two never three.)
What would work best for you? (An easy to answer question)
Much appreciation,
Jeremy Jackson
A Sales Manager at Medicus Healthcare Solutions received a list of contacts from a colleague who had recently attended a healthcare conference. Using the five-step format, he successfully engaged several of those prospects.
Good Morning Todd,
We both value clinical excellence and sustainable staffing models. (A mutually agreeable fact) As you spoke with Garrett Williams at a recent conference, I understand he discussed our Transition and how it works as a bridge when insourcing a service line or switching between groups. (The unique offer — delivered as information, not a pitch)
If there were a way we could enable Peace of Health Medical Center to make the move to an employed model, ensure full schedule coverage in the process, and improve read turnaround times — would you be against meeting with my VP and I on 11/17? (Got his Yes with a No — and opened with “If there were a way…” not “If I had a way…” which would have subconsciously implied Brian knew more than the prospect)
We will be visiting Peace of Health St. Johns from 11 – 1:30pm on 11/17 to discuss our program for multiple service lines there.
Shortly after we meet to better understand your specific needs, we could move forward with a detailed clinical discussion to assess how our solution would look in execution.
Would a meeting on 11/17, sometime between 3pm – 5pm or a dinner that evening work better for you? (Allow two choices, no more. Always two never three — and easy to answer.)
Much appreciation,
Brian