Earlier in the sale you may be able to secure excellent
results by entertaining the prospect with clean jokes and good stories.
But the close is the stage at which he arrives at his mental conclusion
as to the "preponderance" of the evidence. _Jests and light conversation
are out of place when the judge is performing his functions in the
courtroom of the mind._ An amusing remark or a witty quip at this
juncture would suggest that the scales of decision in the salesman's own
mind were somewhat unbalanced. Your attitude when you are weighing "Yes"
and "No" before the prospect should be _pleasant_, but _quiet_ and
_serious, as is becoming to a convincing weighman_.
When you work to secure a favorable decision, you are weighing evidence
with the purpose of impelling the prospect to take your judgment or to
weigh the evidence just as you do. It is necessary all through the
process that he be made to feel you realize you are aiding in the
performance of a _judicial_ function. He must have complete confidence
in your intention and ability to handle the scales honestly and with
serious pains to determine what is the right judgment about your
proposition.
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