When I began holding my closing points back for the close, it enabled the prospect to judge my plan with an open mind. It avoided building up so much sales resistance. Then when it came time for action, I had something to get excited about! My punch lines went over better; they had more power in them. Instead of forcing myself to be enthusiastic, I sometimes had to suppress my excitement. And I found that suppressed excitement is most effective in arousing the prospect’s enthusiasm at the close of the sale.
