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

Be Polite but Persistent
If the prospect says, “Well, it looks pretty good; let me think it over,” you can
immediately reply by saying, “Mr. Prospect, at this moment you already know
everything you will ever know about this product. From what you’ve told me, it
looks like it’s an excellent choice for you. Why don’t you just take it?”
You will be absolutely amazed at how often the prospect will say, “Well, OK.
I’ll take it.”
But if you give the prospect an opportunity to walk away and “think it over”
chances are the prospect will gradually forget why he was ever attracted to your
product or service in the first place. Even worse, the prospect will run into
another salesperson who is a little more assertive, and will end up buying your
product from the other person. This happens all the time.

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No More Callbacks
When I was a new salesman, just starting out, I was selling a discount card
from office to office for about one hundred local restaurants. The price was
twenty dollars. Whenever the owner of the card showed it in a restaurant, he
would get 10 to 20 percent off the bill. The card would therefore pay for itself in
one or two uses. It was a simple product, a simple benefit, a simple decision, and
a simple sale.
But when I went out selling, I was really nervous. I would make my
presentation and then wait. The prospect would invariably say, “Well, let me
think it over.”
I would thank the prospect very much and promise to call back on him in a
few days after he had a chance to “think it over.” Surprise, surprise! Nobody
ever thought it over, and nobody bought the card. When I phoned, the prospect
was never available. If I went back to his office, I was left sitting in the waiting
room indefinitely. I was making almost no sales, and I was getting desperate.