He is the worst of all failures. Though he
has won the prize, he lets it slip through his fingers because he lacks
the nerve to tighten his hold.
[Sidenote: Keep Control At the Close]
Doubt and timidity at the closing stage, after the earlier steps have
been taken successfully, are paradoxes. Surely each _preliminary_
advance the salesman makes should add to his confidence that he can
_complete_ the sale. His proved ability to handle objections and to
overcome resistance should have developed all the courage he needs to
_finish_ the selling process. Closing requires less bravery and staunch
faith than one must have when making his approach. Now he knows his man,
and that this prospect's mind and heart can be favorably influenced by
salesmanship. Is it not a contradiction of good sense to weaken at the
finish instead of pressing the advantages already gained and crowning
the previous work with ultimate success? Yet there are salesmen who seem
so afraid of hearing a possible "No" that they dare not prompt an almost
certain "Yes.
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