Cue-Based Selling
Wait for evidence of value before asking a prospect to explore an offer
- Difficulty
- Moderate
- Time to result
- ~weeks to results
- Steps
- 5
- Confidence
- 97%
Cue-Based Selling turns a vague relationship into a permission-based conversion process. Begin by focusing on the other person, asking questions, and offering a genuinely useful insight. Then watch for a cue: a compliment, positive engagement, or statement showing that the prospect found the contribution valuable. Treat that response as evidence that you have earned the right to ask whether they want to explore further. If the cue is weak or absent, do not force a pivot into a pitch; continue building rapport and usefulness. Sellers who lack confidence can wait for a second cue. The mechanism replaces pressure with demonstrated receptiveness, while still creating a clear moment for a commercial next step.
Origin
Richard Moore describes the method he used when opening 20 Facebook Messenger conversations per day.
Core principles
- 01Value earns the right to ask
- 02Positive engagement is a cue, not an automatic sale
- 03Questions reveal receptiveness better than a hard pivot
- 04A second cue reduces ambiguity for nervous sellers
How to run it
- 1
Open naturally
Begin around a real shared interest, group, or relevant topic rather than immediately presenting an offer.
Pro tip Use something specific enough to prove the message was written for this person.
Watch out Do not disguise a copied pitch as casual conversation.
- 2
Create useful dialogue
Ask questions and contribute an idea that helps the prospect see their situation differently.
Pro tip Let the prospect do enough talking to reveal what they value.
Watch out Do not monologue through a collection of anecdotes.
- 3
Detect the cue
Listen for explicit positive feedback, a compliment, or engagement that shows your contribution was useful.
Pro tip If you are unsure, wait for a second cue.
Watch out Politeness alone may not indicate genuine receptiveness.
- 4
Invite exploration
State that you believe you can help and suggest a call, meeting, or further exploration without pressure.
Pro tip Frame the next step as discovery rather than a foregone sale.
Watch out Do not turn permission to ask into pressure to buy.
- 5
Return to value
If no cue appears, keep being useful or move on and try again with another suitable prospect.
Pro tip Maintain enough conversations that patience remains economically possible.
Watch out Do not manufacture urgency because one conversation is not progressing.
In the wild
A consultant discusses a shared topic with a prospect on Facebook Messenger, asks about the prospect's work, and offers a practical idea. The prospect replies that they had never looked at the issue that way. The consultant thanks them, says he believes he can help, and suggests a call to explore the situation.
→ The sales invitation follows explicit evidence that the prospect values the consultant's thinking.
Common mistakes
Hard-pivoting into a pitch
Abruptly switching from rapport to a product monologue makes the conversation feel engineered.
Mistaking any reply for a cue
A response is not necessarily evidence that the prospect found the seller useful or wants to explore further.
Is it for you?
Best for
It is best for consultative, social, and direct-message sales where trust develops conversationally.
Not ideal for
It is not ideal for transactional purchases where buyers already have clear intent and need a direct checkout path.
From the transcript
“you're looking for what's known as a queue okay so a queue is like a compliment or some form of engagement from that person that…”
“you've earned the right richer to now ask me something”
“go for the second cue”
From the episode
Richard Moore on The Laws of Selling