What is Ease the Next Move?
Quick Answer
Step 7 of the DM Sequence. Make it easy to say yes by keeping the invitation simple, time-bounded, and pressure-free.
Understanding Ease the Next Move
Step 7 is the conversion moment—but Shannon Smith teaches that it must feel like a natural progression, not a 'close.' The neuroscience is clear: if the prospect's amygdala activates at this stage, all the trust built in Steps 1-6 can unravel in seconds. The language patterns for Step 7 are carefully designed to neutralize every common threat trigger: 1. **'If it's helpful'** — Conditional framing gives the prospect permission to say no, which paradoxically makes them more likely to say yes (autonomy preservation reduces threat) 2. **'Quick 15-minute'** — Time-bounding reduces perceived risk. The brain calculates the 'worst case' and 15 minutes feels safe. 3. **'Brainstorm session'** — Collaborative framing (not 'sales call' or 'demo'). The brain responds differently to 'brainstorm' (creative, equal) vs. 'call' (transactional, unequal). 4. **'Just a chat, nothing formal'** — Explicitly removes formality expectations, reducing performance anxiety. Effective Step 7 messages: - 'If it's helpful, we can do a quick 15-minute brainstorm session. Just a chat, nothing formal.' - 'Would you like a walkthrough to see what this looks like in action?' - 'Happy to show you how this works—no commitment, just clarity.' The critical rule: the prospect should feel like they're gaining something (insight, clarity, ideas), not giving something (time, commitment, vulnerability).
Key Takeaways
- 1Conditional framing ("if it's helpful") preserves autonomy and reduces threat
- 2Time-bounding (15 minutes) makes the worst case feel manageable
- 3"Brainstorm" framing activates collaborative circuits, not transactional ones
- 4The prospect should feel they're gaining insight, not giving commitment
How to Apply Ease the Next Move in Sales
When the conversation has naturally progressed through Steps 1-6, offer your call using brain-safe language. Use "if it's helpful" + time limit + casual framing. If they say yes, send the calendar link immediately—reducing friction. If they hesitate, no pressure—circle back to Step 5 or 6 with more value.
Related Concepts
Put Ease the Next Move to Work
Understanding the science is step one. Learn how to systematically apply these concepts across your entire sales process.