       #C3 ,3TROLL+ ,CLOS+ ,FE>S

  ,WE H 4CUSS$ ! POSITIVE ELE;TS NE$$
63CLUDE ! SALE--5?USIASM & 3FID5T
EXPECT,NS4 ,N[1 X'S APPROPRIATE 6EXAM9E
! FE> ! PROSPECT (T5 FEELS :5 WE ATTEMPT
6CLOSE ! SALE4
  ,E>LI] WE DEF9$ CLOS+ Z ! NATURAL 5D
6A GRT PRES5T,N4 ,YET1 =! AV]AGE
SALESP]SON1 CLOS+ C 2 ! MO/ TOR;T+ "P (!
SALES PROCESS4 ,X C MAKE U RELUCTANT1
ANXI\S & V T5SE4 ,AL1 CLOS+ C 2 ! "T :5
! CU/OM] EXP]I;ES ! SAME EMO;NS (
RELUCT.E & ANXI\S;S4 ,REMEMB] ! PROCESS
( TRANSF]R+ \R 5?USIASM 6! PROSPECT8 ,WE
EX*ANGE \R NEGATIVE EMO;NS ! SAME WAY2 &
^! FEEL+S W HELP BLOCK ! SALE4
  ,:5 ! PROSPECT EXP]I;ES T5.N &
NEGATIVE EMO;NS AT ! MO;T ( CLOS+1 ? IS
"KN Z 8BUY]'S REMORSE 9 ADV.E40 ,%E C
EXP]I;E ? EV5 IF Y H TRANSF]R$ #AJJ
P]C5T 5?USIASM & 3FID5T EXPECT,NS4 ,:5"E
YR PROSPECT R1*ES ! PO9T ": ! DECI.N 6[N
M/ 2 MADE1 :5"E %E M/ DECIDE 2T A YES OR
NO1 & %E IS N #AJJ P]C5T C]TA9 %E WANTS
! PRODUCT1 %E W EXP]I;E H] GRTE/ FE>1 &
T FE> IS ! FE> ( FAILURE4 ,! PROSPECT'S
FE> ( FAILURE EQUALS ! FE> ( MAK+ A
MISTAKE4 ,WE H ALL MADE BUY+ MISTAKES S*
Z PUR*AS+ A PRODUCT T DID N MEET \R
EXPECT,NS4 ,OR MAYBE LAT] WE FELT WE PD
TOO M*1 & S ON4
  ,:5 8BUY]'S REMORSE 9 ADV.E0 OV]:ELMS
! PROSPECT AT ! MO;T ( CLOS+1 %E 2G9S
6PROCRA/9ATE & VACILLATE R ?AN -MIT &
MAKE ! DECI.N 6PROCE$ =W>D4 ,%E SAYS
/ATE;TS S* Z1 8,I NE$ 6?9K X OV]1 ,I'LL
GET BACK ) Y LAT]01 OR 8,I NE$ 64CUSS ?
) MY A3.TANT1 ATTORNEY1 OR TAKE X 2F !
-MITTEE04 ,:AT ! PROSPECT IS TRULY SAY+
6Y IS 8,I'M EXP]I5C+ BUY]'S REMORSE & AM
AFRAID ( MAK+ A DECI.N04
  ,! PROSPECT'S FE>S >E (T5 5 6PROHIBIT
! SALE1 B "! IS AL ! SALESP]SONS FE> (
REJEC;N & HE>+ ! ^W 8,NO0 AT ! MO;T (
CLOS+4 ,2C ( ? FE>1 CLOS+1 =! AV]AGE
SALESP]SON1 C 2 ! MO/ TOR;T+ "P (! SALES
PROCESS4
  ,:Y IS X WE FE> REJEC;N &! ^W 8NO08
,PSY*OLOGI/S TELL U \R FE> ( REJEC;N &!
^W 8NO0 /EMS F \R *ILDHOOD4 ,Z A BABY WE
5T] 96! _W )\T FE>S OR PRECONCEIV$
NO;NS4 ,\R FE>S >E TAU<T 6U4 ,MA9LY1 WE
LE>N \R FE>S F \R P>5TS "? UN9T5;NAL
DE/RUCTIVE CRITICISM4
  ,"E HE> ! PHRASE 8T]RI# TWO'S80 ,X IS
AT ? /AGE ( LIFE WE LE>N 6WALK4 ,WE >E
ENORM\SLY CURI\S1 H NO FE> & WANT
6EXPLORE "EY?+4 ,IF N /OPP$ 0! WAT*;L
P>5T1 A * CD EASILY HURT & EV5 KILL HMF4
  ,S H[ D P>5TS T1* & TRA9 _! *N8 ,0SAY+
! ^W 8NO40 ,0! "T *N >E PA/ _! SECOND
BIR?"D1 !Y W H HE>D ! ^W 8NO0 ?\S&S (
"TS4 78,NO1 DON'T D X40 8,I SD NO40
8,NO1 PUT T D[N40 8,/OP X10 ETC47 ,(T5 A
P>5T W H RE9=C$ 8NO0 )A LL PA91 S* Z A
SLAP ON ! H& OR POP ON ! BOTTOM SIDE4
,F9D+S 3CLUDE T 0! "T ! AV]AGE P]SON
R1*ES ADULTHOOD1 HE OR %E W H EXP]I;ED !
^W 8NO0 "S": 2T #AAF1JJJ & #ADH1JJJ "TS4
,IS X ANY WOND] WE FE> REJEC;N &! ^W
8NO08
  ,! SALESP]SON W B5EFIT 0"U/&+ T ! ^W
8NO0 Y HE>1 IS NO?+ M ?AN A KNEE J]K
REAC;N F YR PROSPECT4 ,S9CE WE >E TAU<T
\R FE>S "? ! ^W 8NO10 8NO0 IS J !
NATURAL RESPONSE Y W GET AT ! MO;T (
CLOS+ :5 YR PROSPECT IS EXP]I5C+ BUY]'S
REMORSE 9 ADV.E4 ,! FE> ( FAILURE1 OR
MAK+ A MISTAKE1 LIT],Y DRIVES ! POT5TIAL
CU/OM] 6RETR1T 6H] SAFE/ RESPONSE1 : IS
6SAY 8NO40
  ,"H'S AN EXAMPLE ( :AT SALESPEOPLE
EXP]I;E DAILY4 ,A P]SON WALKS 96AN
AUTOMOBILE %[ROOM1 LOOK+ =A NEW C>4 ,!
SALESP]SON APPROA*ES & SAYS1 8,MAY ,I
HELP Y08 ,! AUTOMATIC RESPONSE1 8,NO
?ANKS1 ,I'M J LOOK+40 ,Y HE> T RESPONSE
MO/ (T5 9 RETAIL /ORES4 ,A P]SPECTIVE
BUY] WALKS 96! E/ABLI%;T1 LIT],Y ON A
MIS.N 6PUR*ASE1 &! SALESP]SON APPROA*ES
)1 8,MAY ,I HELP Y80 ,! KNEE-J]K REAC;N1
! NATURAL RESPONSE %E USU,Y HE>S IS
8,NO1 ,I'M J LOOK+40
  ,:5"E A PROSPECT IS 9 A POSI;N 6BUY B
IS EXP]I5C+ ! POSSIBIL;Y (A MISTAKE1 HE
W PROTECT HMF )! 8NO0 RESPONSE4
  ,0! WAY1 IF Y Z A SALESP]SON1 FE> ! ^W
8NO01 Y H PLAC$ YRF 9 A PROFES.N ":
REJEC;N IS IMM95T6 ,EV5 IF Y >E A TOP
SALESP]SON REPRES5T+ POPUL> TOP-(-!-L9E
PRODUCTS1 Z _M Z F\R \ ( FIVE ( ^? Y
CALL ON W SAY 8NO40 ,:5 ! ECONOMY IS D[N
& -PETI;N IS KE51 Y MAY EXP]I;E 8NO0 Z
M* Z #IJ 6#IE P]C5T (! "T4
  ,2 AW>E Y W HE> 8NO0 _M "TS4 ,! TOP
PRO EXPECTS X1 PREP>ES = X & IS A#
63T9UE =W>D 0POSSESS+ S.D CLOS+
TE*NIQUES & SKILLS4
  ,! F9AL PO9T AB REJEC;N IS Y _C TAKE X
P]SON,Y4 ,R1LIZE :5 P SAY 8NO0 6Y !Y >E
J (F]+ ! AUTOMATIC RESPONSE4 ,!Y >E N
REJECT+ Y Z A P]SON4 ,!Y >E SAY+ 8NO0 6!
PRICE1 T]MS1 PRODUCT1 DELIV]Y S*$ULES OR
! SITU,NS & CIRCUM/.ES SURR.D+ YR (F]+1
B N 6Y P]SON,Y4

    ,3QU]+ ,YR ,CLOS+ ,FE>S
  ,! CURE = REJEC;N IS SIMPLE4
  --,DON'T TAKE REJEC;N P]SON,Y4 ,N[ T Y
"U/& ! PROSPECT'S FE> ( FAILURE1 KEEP 9
M9D YR PROSPECT IS N REJECT+ Y4
  --,EXPECT REJEC;N3 ,? DOESN'T M1N 6BE
NEGATIVE4 ,X DOESN'T 3TRADICT ! NE$ =
3FID5T EXPECT,NS4 ,J R1LIZE T USU,Y A
SALES CALL W 5D )! PROSPECTS REFUSAL OR
SEMI-REFUSAL4 ,:AT IS A SEMI-REFUSAL8
,:5 Y >E (F]$ OBJEC;NS S* Z1 8,I NE$
6?9K AB X10 8,I'LL GET BACK 6Y LAT]10
8,I NE$ 64CUSS ? ) "S"O ELSE10 & S ON4
  ,ON ! AV]AGE1 M ?AN #HJ P]C5T ( ALL
SALES TAKE PLACE AF ! SALESP]SON MAKES
FIVE 6SEV5 CLOS+ ATTEMPTS4 ,9 O!R ^WS1 Y
M/ ASK ! PROSPECT 6[N YR PRODUCT OR
S]VICE1 AT M9IMUM1 FIVE 6SEV5 "TS 2F HE
BUYS4 ,:AT'S SURPRIS+ IS T #EJ P]C5T (
ALL SALES CALLS 5D )\T ! SALESP]SON
ATTEMPT+ 6CLOSE EV5 ONCE4
  ,? M1NS Y %D EXPECT & ANTICIPATE !
PROSPECT 6SAY 8NO0 OR 6(F] A SEMI-
REFUSAL AT L1/ FIVE 6SEV5 "TS 2F HE SAYS
YES4 ,0ANTICIPAT+ ! POSSIBIL;Y (
REFUSAL1 Y >E A# 6PLAN YR CLOS+4
  -- ,SCRIPT1 MEMORIZE & REHE>SE ! CLOS+
TE*NIQUES3 ,Y LE>N 6CLOSE 0HAV+ A PLANN$
TE*NIQUE4 ,ALL CLOSES >E SCRIPT$1
MEMORIZ$1 !N ADAPT$ 6! 9DIVIDUAL SITU,N4
  ,! AV]AGE SALESP]SON CLOSES POORLY 2C
HE DOES N TAKE ! "T 6LE>N ! TE*NIQUES4
,& HE LACKS ! ABIL;Y & SKILL 6ASK =!
SALE ! FIVE 6SEV5 "TS )\T GIV+ UP4
  ,WE H ALL HE>D ! T]M 8>T & SCI;E40
,CLOS+ IS A V SPECIFIC >T & SCI;E4 ,YET1
Y M/ "U/& Y C N"E PRACTICE ! >T )\T F/
MA/]+ ! SCI;E4 ,MEMORIZ,N (! TE*NIQUE IS
! SCI;E4 ,AF Y MEMORIZE & 9T]NALIZE ^W =
^W1 Y PRACTICE ! >T4
  ,3SID] A PROFES.NAL ACTRESS1 = 9/.E4
,ON SCRE5 H] P]=M.E APPE>S EF=T.S4 ,B1
:AT IS UNSE5 IS ! SCRIPT+ & PRACTICE T
O3URS PRIOR 6! P]=M.E4 ,F/ %E M/
MEMORIZE H] SCRIPT ^W = ^W4 ,!N1 ONLY AF
MA/]+ ! 8SCI;E10 ! SCRIPT1 IS %E A#
6P]=M4
  ,REMEMB]1 CLOS+ IS A SKILL1 &) ANY
SKILL S* Z ACT+1 RID+ A BICYCLE OR PLAY+
A MUSICAL1 C 2 MA/]$ 0PRACTICE &
REHE>SAL4 ,Z Y -MIT ! TE*NIQUES 6MEMORY1
Y FREE YR M9D 6APPROPRIATELY RESPOND 6YR
PROSPECT'S "QS & OBJEC;NS4
  -- ,3FRONT YR FE>S3 ,RALPH ,WALDO
,EM]SON SD3 8,D :AT Y FE> MO/ &! D1? (
FE> IS C]TA940 ,= _M1 ASK+ =! ORD] ONCE1
M* LESS ! AV]AGE FIVE 6SEV5 "TS1 CR1TES
9SURM.TA# FE>4 ,YET1 YR OB/ACLES 6CLOS+
W MELT IF1 9/1D ( TREMBL+1 Y BOLDLY
APPROA* YR PROSPECT4 ,EXPECT 6FEEL
UNCOM=TA# Z Y F/ DEVELOP YR SKILLS4 ,X'S
NATURAL 6FEEL UNEASY DO+ "S?+ Y H N
MA/]$4 ,"? EXP]I;E Y W GA9 ! /R5G?1
C\RAGE & 3FID;E 6FACE YR FE>1 & X W FALL
ASIDE :5 Y MAKE UP YR M9D 6TAKE AC;N--
ASK =! ORD] & CLOSE ! SALE4

    ,OV]COM+ ,BUY+ ,FE>S
  ,USU,Y1 9DECI.N & PROCRA/9,N ON ! "P (
! PROSPECT W FOLL[ YR CLOS+4 ,IF YR
PROSPECT IS 9DECISIVE OR WI%ES 6PUT (F !
DECI.N 6[N1 !N Y H N ELIM9AT$ 8 FE>S4
,2Y ! FE> ( MAK+ A MISTAKE1 0BUY+ YR
PRODUCT OR S]VICE1 ! PROSPECT MAY AL 2
AFRAID (! ^WS Y SP1K4
  ,WE -MUNICATE \R PRES5T,N 0^WS4 ,YR
^WS PA9T A PICTURE ( YR PRODUCT OR
S]VICE4 ,! ^WS Y USE W EI MULTIPLY A
PROSPECT'S FE>S OR EVOKE 8 3FID;E4
,NEGATIVE ^WS W G5]ATE NEGATIVE ?"\S1
:ILE POSITIVE ^WS W G5]ATE POSITIVE
?"\S4
  ,LI/$ ON ! LEFT >E ! NEGATIVE ^WS :
BRE$ FE> & SKEPTICISM4 ,! ^WS 9 ! COLUMN
ON ! "R EVOKE 3FID;E4
      ,7,! TA# HAS BE5 DECOLUMNIZ$47'
  ,NEGATIVE3 ,DON'T ,SAY
  ,AG5T3 ,AG5T IS ?R1T5+ & PROVOKES A
NEGATIVE ?"\4
  ,BUY3 ,6BUY IS 6GIVE UP SECUR;Y1 : IS
M"OY4
  ,*1P]3 ,DIM9I%ES VALUE4
  ,-MIS.N3 ,!Y D N L 6PAY YR -MIS.N Z "P
(! PUR*ASE PRICE4 ,!Y EXPECT U
6NEGOTIATE \R -MIS.N4
  ,FEE = S]VICE3 ,YR S]VICE ALW \TWEI<S
! FEE4
  ,3TRACTS3 ,S.DS /IFF1 =MAL1 DI6ICULT &
REQUIRES ! S]VICE ( AN ATTORNEY 2F
SIGN+4
  ,PRO#M3 ,"EY"O HAS 5 PRO#MS4 ,DON'T
-PLICATE ! SALE4
  ,CO/ OR PRICE3 ,X ALW CO/S TOO M* &!
PRICE IS TOO HI<4
  ,D1L3 8,MAKE A D1L0 OR 8,GET A D1L0
S.DS %IFT4 ,MAYBE TOO GD 6BE TRUE4
  ,D[N PAY;T3 ,A REQUE/ = SECUR;Y
7M"OY74 ,9DICATES FUTURE PAY;TS4
  ,MON?LY ,PAY;T3 ,P FE> 9CURR+ M DEBT &
ALR H 5 PAY;TS4
  ,PIT*3 ,C>NIVAL CON MAN1 C>PET BA7]4
  ,SELL OR SOLD3 ,P D N WANT 6BE SOLD 6&
D N WANT Y SELL+ 6!M4
  ,SIGN3 ,N"E SIGN ANY?+ UNTIL *ECK+ )!
ATTORNEY4
  ,/&>D3 ,IMPLIES -MON;S1 BL&;S1 !
"EY"D4
  ,UPS1 2 BACKS3 ,^! ^WS >E 9DU/RY
SLANG4 ,LET YR CU/OM] HE>1 8,SAM Y'RE
UP10 OR 8,J5NY1 YR ,8BE BACKS0' >E "H10
& Y W S5D !M RUNN+ \ ! DOOR4
                99 99 99
  ,POSITIVE3 ,9/1D ,SAY
  ,REPRES5TATIVE OR ,3SULTANT3 ,63SULT
IS 6(F] HELP;L ADVICE & R5D] S]VICE4
  ,[N1 ACQUIRE1 GET 9VOLV$3 ,P LOVE 6[N4
,!Y DON'T L 6BUY4
  ,LESS EXP5SIVE1 M AF=DA#3 ,REFLECTS
SM>T VALUE 3SCI\S;S4
  ,PAP]"W1 AGREE;T3 ,3NOT,N ( MUTUAL
"U/&+4
  ,*ALL5GE OR SITU,N3 ,WE RISE 6! CALL
OR A *ALL5GE4
  ,TOTAL VALUE3 ,EQUATES )A FAIR RETURN
=! 9VE/;T4
  ,VALUE OR OPPORTUN;Y3 ,AN 9VE/;T T
L1DS 6A FAVORA# 5D4
  ,9ITIAL 9VE/;T3 ,! 2G9N+ (A ,POSITIVE
RESULT4
  ,MON?LY 9VE/;T3 ,M"OY T[>D VALUE &
PR(IT4
  ,PRES5T,N3 ,9TRODUCE AN ,OPPORTUN;Y4
  ,HELP !M 6[N OR ACQUIRE1 ,GET !M
9VOLV$3 ,MR4 ,SMI?1 ONCE 9VOLV$ Z AN
[N]1 Y W 5JOY ! B5EFITS4
  ,APPROVE1 ,,OK1 AU?ORIZE1 5DORSE3 ,MR4
,SMI?1 CD Y ,,OK ! AGREE;TS1 PLUS
AU?ORIZE ! PAP]"W1 APPROVE ! ORD]1
PL1SE4
  ,9CLUD$ F1TURES3 ,POSI;NS ! ORD9>Y 6!
EXTRAORD9>Y4
  ,CU/OM]1 ,PROSPECT3 ,\R BUSI;S IS !
CU/OM]--6:OM WE [E \R SU3ESS4
                99 99 99
  ,PICTURE ! FOLL[+ CLOS+ SITU,N4 ,A
POOR SALESP]SON ASKS =! ORD]3 8,MR4 &
,MRS4 ,WALK]1 X RE,Y DOESN'T CO/ T M*4
,? MODEL IS ONLY TW5TY-F\R ?\S& DOLL>S4
,! D[N PAY;T IS EI<T GR& &! MON?LY PAY;T
IS FIVE-HUNDR$ F\RTE5 DOLL>S & TWELVE
C5TS4 ,! ONLY ?+ ,I NE$ Y 6D IS SIGN !
3TRACTS1 & WE'LL GET ! BALL ROLL+4 ,X'S
A GD D1L1 ISN'T X80
  ,! WISE SALESP]SON1 ALW A PROFES.NAL
-MUNICATOR1 ASKS =! SAME ORD] 9 A NON-
?R1T5+ MANN]3 8,MR4 & ,MRS4 ,WALK]1 !
TOTAL 9VE/;T IS ONLY TW5TY-F\R ?\S&4 ,T
WD REQUIRE AN 9ITIAL 9VE/;T ( EI<T ?\S&
)A MON?LY 9VE/;T ( ONLY FIVE HUNDR$
F\RTE5 DOLL>S4 ,WDN'T Y AGREE X'S A WISE
9VE/;T = YR FAMILY1 Z WELL Z A TREM5D\S
VALUE8 ,MR4 & ,MRS4 ,WALK]1 ALL T'S NEC
62G9 ! PROCESS IS = Y 6AU?ORIZE !
AGREE;TS40
  ,! F/ SC5>IO CR1TES VI.NS (!
SALESP]SON WE WANT 6AVOID4 ,! SECOND
SC5>IO 9VOLVES A NON-?R1T5+ SALESP]SON &
IS M LIKELY 6BUILD ! 3FID;E (! PROSPECT1
":BY HE 2COMES A CU/OM]4

    ,O3A.NS = ,NEGATIVE ,^WS
  ,"! IS A MO;T :5 Y >E ALL[$ ! USE (
NEGATIVE ^WS1 & T IS :5 Y >E 2+ -P>$ 6YR
-PETI;N4 7,! RULE IS N"E KNOCK !
-PETI;N4 ,E NEGATIVE /ATE;T Y MAKE AB YR
-PETITOR'S PRODUCT OR S]VICE MAKES Y
LOOK BAD47
  ,:5 Y >E 2+ -P>$ 6YR -PETITOR Y C HELP
YRF 0M5;N+ !Y H D1LS1 :ILE Y (F] VALUE &
OPPORTUNITIES4 8,IN FACT1 ,SAM ,SMI? IS
A GD AG5T & 8 PRICES >E *1P1 B ALL[ ME
6%>E ) Y ! B5EFITS & F1TURES : W 2
9CLUD$ ) YR 9VE/;T40
  ,-MIT ! ABV P[] ^WS 6YR VOCABUL>Y &
USE !M Z A NATURAL NON-?R1T5+ WAY
6PRES5T YR (F] & CLOSE ! SALE4 ,9 YR
PRES5T,N1 YR *OICE ( ^WS W HELP SPAWN A
POSITIVE RESPONSE4


