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Salesmen have been in the saddle for many years. They have had their own way, and they have forgotten that the prospect is better informed and thus has grown wiser. In many cases today, it takes a lot more selling than ever to close a sale. The best and most effective way to close is to just keep on selling until the prospect says "Yes." That is the principle I follow. I feel I have worked honestly and thor- oughly to make a sale, and I am not going to leave the close open for someone else. In closing a sale it is effective to make your language very plain and simple. The summary should be complete in every detail and expressed with positive de- termination, indicating at all times that you believe every word you have told the prospect. Get understanding and be sure there is a meeting of minds. The prospect must understand everything that you are endeavoring to do for him. As you conduct the sale, ob- serve the reaction of the prospect and you can usually deter- mine whether he thoroughly understands all the values and advantages of your proposition and what they mean to him. If you notice any doubt in the prospect's mind, try to iron it out by asking him questions on the points which you believe are causing him to hesitate. Also, think of those questions he might ask and weave the answers into the explanation of your proposition. Anticipating questions will enable you to meet all the objections the prospect might use to delay the sale. So, cut through them, and, if possible, have the order blank in one hand and your fountain pen in the other. Help the prospect to say "Yes." 94 HOW TO CLOSE A SALE The Mississippi is made up of many tributaries, and each one contributes its share to the power and strength of the great stream. You are like this river: you have tributaries of selling qualities and attributes, and each one contributes its share to the power and strength of your salesmanship. The full combination of your selling qualities and attributes yields the ability to interest prospects and close sales. Conduct the sale with understanding, consideration, and appreciation of the prospect. Do not attempt to bulldoze or coerce the prospect. Never rush or force him against his will. Scatter all selfishness. Exercise tolerance, patience, and a feeling of genuine kindness. If the sale is yours, you are going to get it. Try to do the best you can. If you do not close the sale, your efforts will have enhanced the under- standing, power and skill with which you may close the next one. In closing the sale, insist with tact, plead with earnestness, and persuade with diplomacy. TWELVE |
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