Secrets of Closing the Sale

by Zig Ziglar

Suppose the prospect says, “It seems to me the price is a little out of line.” The first thing you’ve got to determine is whether the price really is the problem or there is another issue. You make that determination by asking questions. Sales trainer John Hammond has successfully handled thousands of objections by asking: “If there were a way I could show you that the price is more than fair and the product is worth every dime we’re asking, would you go ahead and take advantage of our offer today?” This forces the prospect to make a commitment based on price when his real objection is color, size, style, neighborhood, or something else you could and should identify. If this is the situation, his response is going to be, “Well, no, not really.” Then the salesman can say, “Then there must be some other reason you are hesitating. Would you mind if I ask what the reason is?” This is a superb procedure for smoking out the real objection.