Secrets of Closing the Sale

by Zig Ziglar

Objection: The price is too high. You: “Mr. Prospect, our company had to make a choice between building our product as cheaply as possible and selling it as a get-by product, or building quality into the product for service, durability, and your long-lasting enjoyment. In short, for long-range value and benefit. With this decision facing us, we tried to put ourselves in your shoes. We felt you would prefer to deal with a company that puts everything possible into its product to make it the best and most useful, rather than a company that uses cheap materials and cheap labor to turn out a get-by product. Most people, Mr. Prospect, and I’ll bet that includes you, clearly understand that good things are not cheap and cheap things are seldom good. You do want something you can depend on for good service over the long haul, don’t you, Mr. Prospect?”