How can you get at the key issue? Encourage your prospect to talk. As soon as a man gives you four or five reasons why he won’t buy, and you try to argue each one, you aren’t going to sell him. If you just get him to keep on talking, he will help you sell him. Why? Because he will pick out of these four or five things, the one thing that is the most important, and stick to it. Sometimes, you don’t have to say a word. When he gets all through, come back to that one point. Usually, that’s the true one.
