1)         STRATEGY MEANS SUCCESS

            To Succeed in This Golden Age You Must Use Strategy

            Three Kinds of Salespeople

                        Some go along for the ride

                        Some are mechanics

                        Some are professional, or are on their way up

            Selling Is a Profession

            You Create a Prospect’s Reaction

            What Is a Closing Situation?

            Determine the Prospect’s Weakness

            Skill in Planning Puts Your Knowledge to Work

            Concentrate on His Vulnerable Areas

            Use a Standardized Close – It Works

            Without Knowing It, You May Be Using a Standard Close

            It’s Like Military and Sports Strategies

            Arousing His Desire Is Not Enough

            Take Stock of Your Weapons and Plan Your Closing Attack

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2)         SIDESTEPPING THAT FALSE OBJECTION

            Ignore, Don’t Remove, the False Objection

            How to Identify a False Objection

            Plain Logic Detects a False Objection

            Seek Out Hidden Causes

            How to Ignore the False Objection

            How to Close Over the False Objection

            How to Isolate the False Objection

            How to Bury the False Objection Until It Loses Identity

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3)        HOW TO COMBAT HIDDEN NEGATIVE INFLUENCE IN CLOSING

            What Makes a Prospect Say “No”

            Lack of Interest by the Prospect

                        How to identify it

                        How to treat it

            Normal Resistance to Change

                        How to identify it

                        How to treat it

            Does Not Want to be Influenced

                        How to identify it

                        How to treat it

            Fear from Former Unfavorable Experience

                        How to identify it

                        How to treat it

            Mistrusts or Dislikes for Salesman

                        How to identify it

                        How to treat it

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4)        HANDLING OBVIOUS FACTORS OF NEGATIVE INFLUENCE

            Fear of Overloading

            Too Busy to Make a Decision

            Conflict with Present Source of Supply

                   Quality – plus features of your product

                   Public demand for your product

                   General advantages of diversification

                   Too Expensive

                   Lacks Authority to Buy

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5)        HOW TO CREATE THE BUYING IMPULSE

            Basic Desire for Protection

            Basic Desire for Convenience

            Basic Desire for Profit

            Basic Desire for Egotistical Satisfaction

            Basic Desire Created by Affection

            Basic Desire of Physical Needs

            Basic Desire of Curiosity

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6)        THE SECRET OF POWER CONCENTRATION

            Power Concentration – Your Ultimate Weapon in Persuasive Weapons

            Blocking Negative Influence as You Generate Buying Appeal

            Compounding the Forces of Buying Impulse

            Combine Additional Basic Buying Appeals

            The Power Influence of Assumptive Selling

            The Power of the Salesman’s Personal Influence on the Buyer

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7)         HOW TO CONCENTRATE POWER IN YOUR CLOSING TECHNIQUE

             Developing a Strong Initial Close

             How to create this initial close

             What Makes Prospects Buy Your Product?

             Combine Your Power in Series pattern

             “Top coat Closes” Get many an Order, Maintaining Your Power Closing Technique

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8)         QUESTION PATTERN STRATEGY IN CLOSING

                        See the people

                        Demonstrate the benefits

                        Convince rather than just tell

            Question Patterns Guide Prospect’s Thinking

            Question Patterns Create Desired Conclusions

            Question Patterns Establish Responsibility

            Strategic Employment of Trap Questions

            Give Your Prospect a Chance to Muff One

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9)         THE STRATEGY OF NARRATIVE IN CLOSING

Narrative Technique Adds More Authority

Narrative Creates the Confidence of Mass Acceptance

       Use specific names and specific benefits

       Employ casually, but sprinkle liberally

       Avoid controversial endorsers

       Build pro and con discussions on optional benefits

       Customer lists are a “must”

Narrative Adds Close Personalization

Dramatizing Narrative Provides More Flexibility

Narrative Pinpoints Customer Benefits

Narrative Commands More Interest

Narrative Builds Prospect Confidence – Creates Buying Mood

When Your Must Disagree, Do It Pleasantly, by Narrative

Narrative Allows Free Wheeling in Tender Areas

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10)      HOW OBJECTIONS SET UP CLOSING SITUATIONS

            Objection Opens the Door to the Sale

            Some Objections Open a Big, Wide Gap

            How to “Mousetrap” an Objection

            Prospect Questions Present Closing Opportunities

            Recognizing Normal Usage Questions

            How to sidetrack Premature Price Questions

            If You Can’t Sidestep, Close

            If You Can’t Close, Sell Up to the Price

            How to Capitalize on “Hint” Questions

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11)      STRATEGIES THAT ACTIVATE THE PROCRASTINATOR

            How to Move the Procrastinator

            You Never Hear the First One

            How to Close Through Prospect Build-Up

            Undertake Prospect Build-up Carefully

            How to Block Procrastination Through Logic

            When Logic Fails, Challenge

            As a Last Resort, Try Withdrawal

            If Procrastination Is a Big Problem, Use Big Weapons Against It

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12)      HOW TO COPE WITH THE UNUSUAL PROSPECT

            The Technical Prospect

            The Silent Prospect

            The Self-Conscious Prospect

The WaIverer

The Cautious Prospect

The Buck-Passer

The Copycat

The Casual Prospect

The Shopper

The Slow Thinker

The Grouchy Prospect

The Egotistical Prospect

The Argumentative Prospect

The Curious Prospect

The Enthusiast

The Suspicious Prospect

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13)      MAKING THE MOST OF YOUR STRATEGIES

            Capture Those Slippery Customers

            For Working Efficiency You Must Sort Your Raw Material

            Shape Ideas to Your Specific Pattern

            You Must Master the Employment of Each Close

            Fitting the Close to the pattern

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