Customers may give the “buying flash” by some action , instead of by words, such as: He may reach for his pen or check book. He may step back to take a better look. He may scratch his chin in decision. He may rub off a spot and look at the label. He may open up some part. He may sit on the seat. He may read the literature. He may start the motor again. He may turn on the switch. He may pick up the contract blank. Whenever the buying flash is SIGNALED, start the close. The end is in sight. Don’t continue talking about the sale but about the terms. A good influencer of people watches for the “sold signal” and stops when he gets it! The Art of Quoting Price Many a sale has been lost because the price was fumbled, spoken in a hesitant manner, or hurled at the prospect indelicately. There is a definite art in quoting price. Learn this art. When you lose a sale, it may be because you did not justify price. You failed to make the “sizzle” so strong that price was l ess and less important. Many “walk outs” and many lost interviews are due to failure to make price seem small in importance to results and owner benefits. Many sales are lost because the other person “stalled” us out of the sale, and we failed to keep on selling until the buying signal was flashed and the brass ring came in view. Avoid “Price” Too Early Avoid an early question of price. Say, “I am coming to price, but first let me show you this feature.” Or say, “First let me show you this.” Or, “I am g lad you brought up price, for I have a surprise for you. First, though, let me show you another benefit you will receive.” If price is discussed before the prospect desires the product, price means nothing. Avoid the expression, “How much?” Do this by keeping the sale moving swiftly down the road of interest, of values, of results, of benefits and advantages. Make it a parade of emotional interest.
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