The seven layers of VIVID Selling
The VIVID framework has seven connected layers, from the seller's internal state through first contact, diagnosis, conversation architecture, guided persuasion, objection dissolution, and ongoing observation. Explore each layer and the concepts it contains.
One conversation. Seven useful perspectives.
Internal State
The seller's philosophy, need state, language, and pacing before and during a conversation.
First Contact
How the seller opens a conversation, earns permission to continue, and avoids a generic sales pitch.
Diagnostic Engine
The question library that moves the conversation from data collection to diagnostic reveal.
VIVID Architecture
The five conversation phases: Vision, Identify, Validate, Impact, Decision. Separate them from the Five-Movement Presentation Arc.
Guided Persuasion
Choose a Guided Persuasion instrument and mode that fits what the buyer has said, while leaving the decision with them.
Objection Dissolution
Diagnose Money, Trust, Timing or Identity resistance, then test the concern before choosing a response.
The Observer
Dual awareness: notice your own choices while staying present to the conversation.
The book’s premise is that selling can become a system you can understand, practise and improve. Its revealing paradigm asks you to help the buyer articulate what matters and reach a conclusion they can own. The seven layers connect the work that makes that possible: how you prepare, open, diagnose, guide and review a conversation. Explore the book’s thesis or read the selected Chapter 1 excerpt.
If you want a starting exercise, the 35-question Seller Type Quiz can suggest a seller-practice focus. The book’s four buyer types are a separate Layer 3 classification. Use the layer pages below to practise a specific skill.
Watch the conversation HEAR THE PERSON BEHIND THE METHOD
Put a voice
to the ideas.
Ian Ross joins Steve Trang on Real Estate Disruptors for “Sales Secrets That You’ve Never Heard Of.” Hear the longer conversation, then explore the seven layers below.
Guest appearance · Real Estate Disruptors
More teaching and appearancesCoaching & team training
From the sales floor.
How clients describe putting Ian’s teaching to work in earlier coaching and team training.
Ian's sales training helped me buy more houses at a deeper discount.
Property negotiations
A better question in a competitive deal
Read the full account
Ian's sales training helped me buy more houses at a deeper discount. He helped me reframe a question which resulted in me buying a house for less money than other offers the seller had on the table.
After 20 years in sales, I thought I'd seen every framework. Ian's methods caused a complete paradigm shift for our team.
Team training
Retraining the entire sales team
Read the full account
After 20 years in sales, I thought I'd seen every framework. Ian's methods caused a complete paradigm shift for our team. At Unwind Land Co. we retrained our entire sales organization on the VIVID model, and went from averaging 8 deals per quarter to over 40. That's 400%+ year over year. Most "gurus" only know their niche. Ian's system works because it maps the psychology underneath every conversation, regardless of what you're selling.
Which skill would you practise next?
The free 35-question Seller Type Quiz offers a seller-practice starting point across the seven layers; it cannot explain a particular lost deal.
Take the Seller Type Quiz →