Secrets of Closing the Sale

by Zig Ziglar

He Can’t Decide—on Anything Then there’s “Indecisive Ivan,” who wanted to start a procrastinators’ club but decided to wait until later. Ivan simply cannot make a decision. He’s somewhat like the fellow who went to the psychiatrist and the psychiatrist said to him, “I understand you have trouble making decisions.” The fellow responded, “Well, yes—and no.” The indecisive prospect is the kind of person who is in many ways the unhappiest of all people. He can’t decide what to have for lunch, much less decide on a major purchase such as a home, a car, a major investment, or a life insurance program. He takes a pep pill to get charged up to do something, then mixes it with Valium so if nothing happens it won’t bother him. The way to deal with him is to win his confidence, which you do, as I’ve repeatedly said, by being the right kind of person. Demonstrate considerable empathy; move to his side of the table; let him know you’re on his side; reassure him that, yes, he is making the right move. Your own conviction and belief that your product is what he should buy will be the determining factor. Remember, he’s having trouble deciding if he should buy. If you have any doubts that you should sell, you can rest assured that he won’t buy. Push him—be firm but not harsh. Inner pressure is a key factor. You apply this by asking even more questions than you normally would. Later in this segment of Secrets of Closing the Sale, I will demonstrate in considerable detail exactly how you ask...