Secrets of Closing the Sale

by Zig Ziglar

The “Cost” Close Here’s a question you ask when your prospect talks about price: “Mr. Prospect, if you could convince yourself [don’t ever say, ‘If I could convince you,’ because he’s not interested in you convincing him of anything] that the price is more than fair, would you be willing to go ahead with a yes decision today?” If that question gets a yes answer, then you ask the next question, which is a very significant one. You eyeball the prospect and say, “Mr. Prospect, since you are obviously concerned about price, let me make certain we’re communicating. Are you really that interested in price, or is it cost you’re concerned with?” The odds are great that your prospect is going to respond with, “What do you mean, am I talking about price or cost? What is the difference?”