At the
closing stage we have encountered again our old acquaintance, "the
discriminative-restrictive process."
[Sidenote: Closing a Procrastinator]
A friend of mine who has an advertising agency wanted to secure the
business of a prominent manufacturer who was inclined to vacillation.
The prospect was always timid about acting and had the reputation of a
chronic procrastinator. My friend went ahead with the selling process in
ordinary course until he had proved the desirability of his service and
had shown that there was no really weighty reason why the contract
should not be given to him. He knew he was entitled to the decision
then, but he did not wait for the timid man to pronounce it. The
advertising agent knew the characteristics of the prospect and had
planned just how he would handle the finishing stage of the selling
process so as to get the order promptly.
[Sidenote: The Clincher Held in Reserve]
He held in reserve a closing method that a less skillful salesman
probably would have used earlier in the sale instead of reserving it
especially for the end.
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