[Sidenote: Unbalancing The Process]
Nothing so _unbalances_ the process of securing a favorable decision and
its pronouncement as any indication of fear, doubt, or hesitancy in the
attitude of the salesman. Therefore, even though you may be uncertain as
to the outcome of your selling efforts, _do not show it_. Long before
you came to the decision point, you passed the worst dangers on the
road to the end of the sale. Surely your courage should be _strongest_
at the closing stage.
[Sidenote: Light Dissipates Fear and Doubt]
Fear usually arises from something _unknown_; it is due only to
_darkness_. Since you _know_ now just what closing involves, and _light_
has been shed on the problems of getting the prospect's "Yes," your
fears and doubts should be dissipated. _You should not hesitate to end
the sale you have controlled successfully throughout previous stages_.
Our analysis has revealed that closing is no more difficult than winning
attention to your proposition in the first place.
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