If the price is the thing that is holding him back, you start right off with the objection by saying. “Last time we talked this matter over, you stated that price was the only think holding you back. Is that right?” He starts “yessing” you right away. But you will always get a negative reply by starting out w ith, “Have you changed your mind?” or “Have you been thinking about my proposition since the last time we met?” Experience analysing 105,000 selling phrases and having them tested on close to 19,000,000 people to date has indicated to me that successful call-backs are those made when you begin with the KEY ISSUE. For instance, say, “The last time we discussed that home on Beaver Street you told me you didn’t like the people who lived in the neighborhood, and that was your ONLY REASON for not moving. Is th at right?” They’re his own words. He starts by agreeing with you. Now. You have been making some investigations since he saw fit to stand behind this argument, and you begin knocking the props from under his objection by these new facts: “Did you know th at the Vandersplices, the people who own the gold mines in Mexico, are moving into the neighborhood? Did you know that the Browns, who own the department store, have a daughter who lives directly across the street from the house we looked at? And did you know that your golf partner, Jim, was out looking at this development himself last week?” Gracious – he didn’t realise all this. He is forced to admit that this changes the complexion of things. Then you use the famous KEY ISSUE CLOSE, and close on the main objection with this simple formula that applies to the close of any sale or debate or business argument or social discussion you may be in: “You told me your ONLY REASON for not moving was the fact you felt the people in the neighborhood were not your t ype. Isn’t that true? And now, you agree the people are just the ones you like. That’s true, isn’t it? So inasmuch as this was your only reason for hesitating, and since this reason is no more, when will you move, the first or the fifteenth of next month?”
Always use words that get the answers you want – and you will always retain command of the situation!
P. 71
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