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

Take Action to Close the Sale
He would then take out an application form, write the date in the upper right-
hand corner, and ask, “What is the correct spelling of your last name?” When the
prospect gave him the spelling of his name, the sale was made. He would go on
to wrap up the details and conclude the transaction. This salesman eventually
became one of the most successful and highest-paid people in his field in the
country.
Keep the Initiative
Sometimes the prospect would say, “Wait a minute, wait a minute. I need
some time to think about this.”
He would immediately say, “May I ask, how much money do you have in
your savings account today?”
“About five thousand dollars.”
My friend would then say, “Mr. Prospect, which do you think is best, 3 to 5
percent, or 10 to 15 percent?”
“Well, I guess 10 to 15 percent is better,” his prospect would respond.
“Exactly! Do you have your checkbook with you?” He would then simply
assume the sale and begin filling out the form. The prospect would have to stop
him to keep the sale from going through. He seldom did.
What he found was that, in dealing with a qualified prospect, he could roll into
the close of the sale as soon as the prospect made it clear that he wanted the
primary benefit that he would get from buying the product. What we have found
over the years is that many sales are delayed far longer than they need to be
because salespeople are reluctant to ask for the order and bring the transaction to
a close.
Many sales are delayed far longer than they need to be because salespeople are reluctant to
ask for the order and bring the transaction to a close.

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Selling Tangibles Versus Intangibles
Closing the sale on a tangible product requires a different method than closing
on an intangible product. When you have made a presentation on a tangible
product, such as a car, a photocopier, a cellular telephone or a refrigerator, and
the prospect has no further questions, you should ask for the order immediately.
When the prospect fully understands what you are selling, how it works, and
how he or she will benefit from owning and enjoying it, it is time to close the
sale.
When you have completed your presentation, the prospect knows everything
that he will ever know about buying and enjoying your product or service. He
will not learn anything new or different after you leave or he leaves. This is the
high point of the sales presentation. From this point onward, the customer will
gradually forget the features and benefits of the product and gradually lose his
interest and desire in purchasing.

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