How to Use Oreo Cookies to Get Clients

How to Use Oreo Cookies to Get Clients

Do you find it challenging to sign up new clients? In this brief post, I am sharing how a sales enrollment conversation is structured like an Oreo cookie.

oreo cookie


The Oreo Cookie has 3 Parts

  1. Top cookie
  2. Stuffing
  3. Bottom cookie

The Enrollment Conversation has 3 Parts

Let’s associate those parts with an Oreo cookie:

  1. The top cookie = where the client is right now with their frustration and fear.
  2. The stuffing = where you come in to close the gap. You take them where they want to be with your products and services.
  3. The bottom cookie = what they want; their hopes and desires.


Identify their Gap

Ask questions to discover their fears and frustrations with their current situation. Next, ask questions to discover their hopes and desires. Your product and/or services need to bridge that gap you just identified.


All of sales can be summed up in three words: Close the Gap.


Remember, you are the stuffing.


About Online Biz Boomer Babe

Rachel Lavern is a Certified Business Coach and founder of My Booming Online Business--a blog for middle-age, global, uptown women. She is on a mission to transform entrepreneurs' finances by teaching the action set, mindset and skill set needed to get launched + make money.


  1. An interesting concept – I’ll remember this each time I look at oreo biscuits. Nice post.

  2. I’ll try and use these ideas in life.

  3. Wow! I had read about the sandwich approach earlier, but this sounds very interesting technique. Thank you for sharing Rachel. I can see why this technique will work.

    Have a great week!

    Kumar Gauraw recently posted…6 Power Words To Make You A Better Content WriterMy Profile

  4. Hey Rachel,

    I’ve never heard it explained this way but it makes perfect sense. Thanks.

    Have a great day. Monna

  5. Love the simplicity of it. Things are so often made more complex then they need to be. I wasn’t sure where you were going with the Oreo Cookie. 🙂
    Heather Cameron recently posted…How do You Show Up?My Profile

  6. A great analogy and a simple breakdown of how to approach your client. I find analogies so useful, they really help to open up a pictoral image of anything you are trying to analyse.

    Enjoy the journey.

    Mandy Allen recently posted…My First PostMy Profile

  7. Love the way you have linked it to the cookies. Great advice. Thanks for sharing.

  8. This makes listening and I mean active listening an art. If you listen to what people are sharing in the beginning of where they are and how the see things. Then you clarify by showing that you listened and give them the something you have which will enhance their lives. You bring that hope back into their hearts and walk them through it then.

    Making since of interacting to help another person is what this is all about. Just listen and take yourself out of the equation at that time. Focus on them and their desires making sure they are understanding that they will have to be responsible to make the final choice on getting it done to gain their vision.

    Excellent words to go by you have given each of us some clarity on what the heck we are doing, helping others through challenges.
    William Amis recently posted…The Fundamentals Are There!My Profile

  9. Oh… this is lovely. I never thought of being the “stuffing”, but I love this because what do Coaches do? They honor a clients dreams, goals, and build confidence. Coaches are “comfort mindset food”. GREAT analogy the Oreo cookie!
    Lesly Federici recently posted…Boring Yet ElevatingMy Profile

  10. Erika Mohssen-Beyk

    Nice post ,
    beautiful and simple explained 🙂
    Thank you Rachel

  11. I’m the stuffing!! Hmmm still working on that one!! I really need to be better at being the stuffing!! I love the concept. Although I have to admit i’m not an oreo cookie fan so I will be the date filled oatmeal cookie concept!! I;m the stuffing, i;m the stuffing.. fill the gap, fill the gap…
    Holly recently posted…Everyone Needs To Do Yoga!! Yes Everyone!!My Profile

  12. nick catricala :

    How in the world can you say so much in a short article as this is out of my know-how 🙂

    Wow, when I hear short and sweet, this is what come to mind, can I do it, NOOOO..

    When I am told, use the K.I.S.S principle, I love it, do I use it? NOOOO again because I seem like I always have to ad more words haha:-)

    So Rachel, I love to congratulate you for sharing such a simple way to explain and teach me a very powerful lesson about Enrollment and, I love it and by the way since the Oreo Cookies are my grandkid’s favourite cookie and that fact made me pay more attention…

    Thanks so much again.
    nick catricala recently posted…12 Little Known Laws of KarmaMy Profile

  13. I’ll never think of an Oreo cookie the same way again. Great visual

  14. Tandy Elisala

    What a simple way to explain the lead to client process. This explanation really makes conversion easy:-) Great blog and I will never look at an oreo the same way.
    Tandy Elisala recently posted…Why meeting the President was meaning LESSMy Profile

  15. This was such a great metaphor on getting new clients and keeping them. It is a great way to understand making rapport with your potential clients. I think that is most important, the potential client wants to see a connection with them. Then once you have made it you can follow the oreo recipe!

    Kyle Nelson recently posted…Easy Tips on Writing A Great Blog PostMy Profile

  16. First off, great title 🙂 I can imagine how much traffic is generated 🙂

    I have heard of the “two islands” analogy and to the “build” the bridge or close the gap. I have to say, I plan to use the Oreo reference form now on.

  17. Wooo Hooo Rachel! I am the stuffing of an oreo cookie Love It!! I am sharing this post with my team!! Awesome Post! Chery :))
    Chery Schmidt recently posted…Are You Kidding Me! A Secret To Success!My Profile

  18. I hope you will do a more indepth follow to this construct. it is interesting for sure, now just needs an instructional.
    Veronica Spriggs recently posted…Home Office Ideas: Designing Spaces For The Creative Type Pt 1My Profile

    • Hi Veronica,

      I don’t know that I will write a more in depth post on the sales enrollment conversation as it is not one of the topics that I usually dive deep in on this blog. Perhaps it is time to survey the readers 🙂 Thanks for visiting.