SCQA: Situation, Complication, Question, Answer
Frame a pitch as the situation they know, the complication that has changed, the question it raises, and your answer.
A widely used consulting framework with no studies of its effect on sales.
Why it works
It starts from something the buyer already agrees with, so they nod before you ask for anything. The complication creates the reason to listen, and your offer arrives as the answer to their question, not as an interruption.
How to do it
- Situation: one line they will agree with.
- Complication: one line on what has changed or gone wrong.
- Question: the question this raises, said or implied.
- Answer: your offer in one line, then one proof.
- Keep the whole thing under a minute.
What to say
Most agri companies hire their field teams through general job portals. The trouble is that portal candidates rarely know dealers or farmers, so many leave within six months. So how do you find people who already know the field? That is all we do: we place people who have done the job before.
Avoid
Making the complication a scare story. Use a real, checkable change, or the buyer stops trusting the rest.
Example
At an agri-input dealer meet in Indore, Sunil gave his SCQA in forty seconds to a group of distributors. Two came up afterwards and asked how he found people who knew the local mandis.
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