What does the 'Engage' phase in the Sales Overlay focus on?

The 'Engage' phase in the Sales Overlay emphasizes the importance of articulating the WIFM, or "What's In It For Me," to the potential recruit. This aspect is crucial in the recruitment process, as it helps establish a clear connection between the recruit’s personal goals and the benefits of joining the Navy. By effectively communicating what the recruit stands to gain—such as career development, educational opportunities, and personal growth—the recruiter can foster a more compelling and persuasive dialogue.

This focus on the recruit's motivations not only aids in building rapport but also helps in addressing their specific interests and concerns, making the conversation more relevant and engaging. Understanding and stating the WIFM ultimately positions the Navy's offerings in a way that resonates with prospective recruits, enhancing the likelihood of a successful recruitment outcome.