As a result, your
present attitude toward closing is _positive_. Your courage and
self-confidence have been built up. You realize just _how_ success in
finishing a well-conducted sale can be made practically _sure_.
[Sidenote: Negatives Must be Avoided]
Certain _negative_ attitudes at the closing stage should be avoided.
Especially do not throw into the scales of decision any little pleas for
_personal favor_, with the hope that in so doing you will increase the
weight on the "Yes" side. Such tactics almost invariably tend to tip the
balance _un_favorably. A plea of this sort is equivalent to an admission
that the ideas you have presented _for_ buying do not _themselves_
outweigh the prospect's images _against_ buying. You suggest to him that
you are trying to push the balance down on your side by putting your
finger on it, by "weighing in your hand," as unfair butchers sometimes
do with a chicken they hold on the scales by the legs.
[Sidenote: "As a Personal Favor to Me"]
The prospect will instantly perceive your action.
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