The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

The Approach Close
One of the most helpful ways to begin a sales conversation is with the
“approach close.” When used successfully, this close can get the prospect to
agree to making a decision after you have made your presentation. Rather than
his saying something like, “Well, let me think about it” or “I need to talk it over
with someone,” you can ask for a decision, one way or the other.
You reduce initial sales resistance by saying, “Mr. Prospect, thank you very
much for your time. Please relax; I’m not here to sell you anything right now.
That’s not the purpose of my visit.”
If you deliver this opening statement with a smile, the prospect will relax a
little. He will still be suspicious, but not as much as before.
You then say, “All I want to do in the time we have together is show you
some of the reasons why so many other people have bought this product and
continue to buy it. All I ask is that you look at what I have to show you with an
open mind, determine whether or not it applies to your situation, and then tell me
at the end of our conversation whether or not this product makes sense to you. Is
that fair?”
With this “approach close,” you are offering an exchange. You are saying, “I
won’t try to sell you anything if, in exchange, you will listen with an open
mind.”
A Fair Exchange. Almost without fail, the prospect will agree to your offer.
He has nothing to lose. In fact, he is now curious to know why so many other
people have purchased your product and continue to purchase it. His mind is
open, and he is prepared to listen to you.
There is a very strong suggestive element involved in this close. You are
suggesting that the product is already popular and being used by a great number
of people. All that is being asked of the prospect is that he agree or disagree that
the same reasons that other people are using what you sell apply to him.
You then begin your sales process by asking questions to find out what he is
already doing and how your product or service might apply to his situation. Like
a “doctor of selling,” you conduct a thorough examination to uncover needs that
the prospect has that your product or service can satisfy.

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the prospect has that your product or service can satisfy.
Once you are clear about the prospect’s situation and needs, you can present
your product as the ideal solution to his needs at this time, all things considered.
At the end of your presentation, you have the psychological advantage.