He lacks comprehension of the distinction that should be drawn
between the methods he _previously_ has used and what is now required to
_finish_ the sale. Let us be sure we know how to discriminate; so that
our work at the closing stage may be restricted to the processes that
are required to assure success in taking the particular step necessary.
[Sidenote: New Process Necessary To Close]
Throughout the series of selling steps that precede the closing stage,
the continuing purpose of the salesman is to make the prospect _see_ the
proposal in the true light, as the salesman himself views it. When the
selling process draws to a conclusion, the purpose of the salesman
changes. Now he wants the prospect to _decide_ and then _act upon_ what
has been shown to his mind's eye. If the salesman is to control the
close, he must do something _new_ to prompt decision and to actuate its
pronouncement.
The unskillful closer, instead of changing his previous sales tactics,
nearly always devotes his final efforts to making the prospect _see
more clearly_ the pictures already laid before his mind.
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