Family, Occupation, Recreation, Dreams. Agents have used FORD to build rapport for years, and most of us already know the details. The hard part is remembering them at the right moment, which is usually the second the phone starts ringing.
Every household in ZachCRM has a FORD card with those four, plus a VIP tier and tags. Write it the way you would say it out loud. It is one card for the household, so what you know about both spouses and the kids lives in one place.
Below it are talking points: conversation starters you queue for the next call. "Did Sofia beat her 50 free time?" stays there until you mark it complete, then it moves to completed talking points, so you never ask the same thing twice.
The payoff is call prep. When you tap Call, the FORD notes, your talking points and the names of the people they have referred to you are right there above the Start call button, on the desktop and on the phone.
After the call, the FORD button in the debrief lets you add what you just learned while it is fresh. Next time you dial, it is waiting.