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

The Light Went On
One day, I had a revelation. I realized that it was me who was causing
prospects to hesitate from buying. I had already decided in the back of my mind
that people needed to think it over. I would even suggest, if the prospect was
hesitating, “Why don’t you think it over?”
From that day forward, I developed a new tactic. After I had given my
presentation and the prospect said, “Well, let me think it over,” I would say,
“I’m sorry. I don’t make callbacks.”
I remember the first time I said this to a prospect. He was surprised. He said,
“What do you mean?” I told him, “Mr. Prospect, you know everything you need
to know to make a decision today. This is a great product that pays for itself in
one to two uses. After that you can save five or a hundred times the cost of the
card. Why don’t you just take it?”
To my surprise, the prospect said, “OK. That makes sense. I’ll take it.”
I walked out with a whole new attitude toward selling and closing. On my

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I walked out with a whole new attitude toward selling and closing. On my
next call, I did and said the same things and again got a sale. On my third call, it
was the same. Soon, I was selling more than anybody else in my company, and
more than most of them put together. I sold to virtually every person I spoke to
because I refused to make callbacks. Think about how this might apply to your
selling as well.

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Intangibles Are Different
If you are selling an intangible product, where the prospect may or may not be
in a position to benefit from the values contained in your offering, you usually
need to make more than one call.
On the first call, you merely separate prospects from suspects. You ask
questions and qualify the prospect to determine whether or not he can benefit
from what you sell. You find out his exact needs and then arrange to return for a
second appointment with some recommendations and perhaps a written
proposal.