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

Change the Focus of the Conversation. This question changes the whole
nature of the conversation. It is no longer “Will you listen to me?” but rather
“How much are you capable of investing if I can fulfill the promise contained in
my opening question?”
The prospect might say, “Yes, if the investment is as good as you say, I could
invest five thousand today.” You could further qualify the prospect by saying,
“If you really liked it, could you invest ten thousand, or more?”
The prospect can say either yes or no. In either case, you are qualifying the
prospect more narrowly and determining exactly what his financial situation is,
even before you begin talking about your product or service.
Let’s say the prospect says, “I don’t think I have five thousand dollars.”
You can then ask, “Well, could you invest three thousand if it was the best
investment that you’ve ever seen?”
The prospect might then say, “Well, if it was as good as that, I could probably
invest three thousand.”
The Qualified Prospect.With these questions, you have qualified the
prospect exactly in terms of his financial capacity. By answering your question,
he is now giving you permission to give your presentation and to prove whether
or not you have the best investment, or the best deal, or the best offer, or the best

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combinations of features and benefits, or the best of whatever it happens to be
that you offered him in your opening question.
You can then give your presentation and demonstrate that what you are
offering is absolutely excellent for him, right now, all things considered. At the
end of your presentation, he cannot say that he can’t afford it or that he doesn’t
have the money right now or that he has to talk it over with someone else. He
has already agreed that, if your product or service is an excellent choice for him,
he is in a position to buy it at this time.