Secrets of Closing the Sale

by Zig Ziglar

Here’s a simple little formula for listening with your eyes: It’s called the “CHEF Method” of listening. C stands for “chin” or “cheek.” When the prospect begins to rub either his chin or cheek or holds either one in his hand, it is a satisfaction/gratification sign. In his mind he’s already using and enjoying the benefits of the goods or services you’re selling. It is a buying signal, telling you that now is the time to close. H is for “hands.” Watch your prospect’s hands. If he is gently massaging palm against palm or palm against the back of the other hand, in his own mind the prospect has already assumed ownership of whatever you are selling. He’s telling you he is ready to buy. E stands for “eyes.” Watch them. It’s a fact that the wider the eyes are open the more intently he is listening, the more he’s understanding, and the more he’s buying. To magnify this one a bit, many of the advertisements you see today on television have been checked by the use of cameras. The commercials are shown to a group of people who are never questioned about their sentiments concerning the commercials. Instead, high-powered cameras focus on the eyes of the individuals who are watching. The degree of dilation of the prospect’s pupils determines whether or not that prospect is really buying the idea in the commercial. Interestingly enough, the prospect might say he loved the commercial, but if the pupils are not dilating, the commercial is rejected. As I say, body language doesn’t lie. Yo...