A plan has a day, a time and a place
Customers mean it when they say Friday. Then Friday arrives with a work deadline, a sick kid and no bill in sight. Naming the specifics at the table is what moves the odds, and it costs you about a minute.
What the research shows
- Date and time beat date alone. At a utility, 3,272 employees were prompted to write down a flu-shot date and time. Uptake rose from 33% to 37%. A date alone did not move it.
- A person walking through the plan works. Voters called and walked through when they would go, how they would get there and what they would be doing beforehand turned out 4 points more often. Plain encouragement did nothing.
- Naming the obstacle helps. Plans that ask "what could get in the way, and what will you do then?" improved goal results across 21 studies, more when a person guided it.
Recall What turns a hope into a plan?
A day, a time and a place, chosen by the customer, with the obstacle named and your check-in on the calendar.
Five steps before you leave the home
Do this while you are still in the living room. It takes less time than the phone calls it replaces.
One thing
Name the single item. Show a photo of what a good one looks like. A small, clear ask is one they can finish.
Their day and time
Offer a choice: "Tuesday or Friday?" A date they pick is one they own. A date you assign invites push-back.
Their plan
Ask where it is, and what they will be doing right before. Then ask what could get in the way and what they will do about it.
Your check-in
Say the exact time and place: "I'll call you Thursday at 6:30." If it needs you at the home, book the visit now.
Write it down
Have them type the date and time into their own phone. Text it to them with your name on it. In their words, on paper, it lands harder.
In the home · the homework"Here's your one thing: the last twelve months of your electric bill, like this photo. Tuesday or Friday works better for you? Where is it right now? What will you be doing right before? Good. I'll call you at 6:30 on Friday, and I'll text you tonight so you have it in writing."
Recall Who picks the date, and who says the check-in time?
The customer picks the date from two options you offer. You say the exact time and place of your check-in, out loud, before you leave.
Call at the time you named, and reset on the call
Your check-in carries as much weight as their homework. A call at 6:30 when you said 6:30 tells them the rest of the project will run the same way.
They have it
- Thank them and tell them the next step and its date.
- Move it the same day. They watch their effort turn into progress.
They are not ready
- Stay warm. You called, and they know you will call again.
- Not yet is not no. Ask what got in the way, then set the new day and time before you hang up.
- Name what waiting costs on their own bill, with their number.
On the call · resetting"Totally fine, it's a busy week. What got in the way? Okay. What day gets you there, and what time should I call? Perfect, Monday at 6:30. I'll text you tonight so it's on your phone."
Recall The customer is not ready. What do you do on the call?
Find out what got in the way, then set a new day and time on that call. Never end it without the next check-in on the calendar.
Set it the way they decide
Same five steps, tuned to the buyer in front of you. Use the one that fits and leave the rest.
D · Driver
Firm date, short list. No small talk. Call exactly on time and open with the result.
I · Visionary
Set it while the energy is high. Keep it short and tangible, and confirm by text. Enthusiasm outruns follow-through, so check in early.
S · Connector
Warm and low pressure. Invite, don't push. Include their partner, and make the check-in a visit at the home when you can.
C · Researcher
Name the exact documents and the date in writing. Respect their pace and give them proof of what you will do next.
Recall Which buyer type needs the check-in set while the energy is high?
The Visionary. Set it at the table, confirm by text, and call early.
One-sentence reminders
- A plan has a day, a time and a place. Everything else is a hope.
- One thing, their choice of day, their plan, your check-in time, written down.
- Ask what could get in the way and what they will do about it.
- Call at the time you named. The kept promise is the message.
- Not ready is not no. Reset the day and time before you hang up.
Research behind this page: Milkman et al., PNAS 2011 (flu-shot planning prompts); Nickerson and Rogers, Psychological Science 2010 (voting plans); Wang et al., Frontiers in Psychology 2021 (mental contrasting with implementation intentions); Gollwitzer and Sheeran 2006 (implementation intentions).