The reason for this book is to help all of you
Five words That ReaDy Tum Customers On
sell more and I guarantee you will - but only if
you first learn by heart and then use the
techniques in this book in the right place at the
right time.
Please study this book carefully. It's packed
with great ideas. You may know some of the
techniques already. If that's the case then I hope
you'll find this booklet invaluable as an easy to
carry reminder of the closes you already know
plus those ones that might be new to you.
They are all great techniques, which you can
use immediately.
So good lucId Happy Selling!
And when you do close more sales - as I know
you will - please let me know. I'd love to hear
from you!
This book is for my new
Super Selling Friend
EndJusidSdcd{(y,
Harry D. Pound
2 3
1.
Research has shown that there are five words thai
always make customers sit up, listen and
remember after the salesperson has left.
They are:
INCREASE • IMPROVE
REDUCE • SAVE • GAIN
The more often they are used - all of them - thE
better, both throughout the presentation and
throughout the closes.
2. Professional Salespeople don't lie
Honesty is notthe best policy; it's the onlj-rpolicy
However in the interest of furthering good
customer relations, all salespeople are allowed
three tiny white lies...
1. Youreright
2. It's my fault
3. It's been a pleasure to meet you
3. One way to deal with "It costs too much!"
• NEVERARGUE •
Instead simply say, "Compared to what?"
4. Before you talk to your custome~ by phone 0,
in person, always psyche yourself up by
affirming ... "I CAN, I MUST,AND I WILL!"
(A Bonus Tip: Affirm this SILENTLY - not out loud)
5. High-Tech Favorite Closes
A survey of 200 very successful salespeoplE
concluded that their number one favorite clOS
was the Alternate of Choice Close.
For Example:
Shall we deliver or would you prefer to collect?
Then came the Concession Close.
For Example:
If we can reduce the cost by another 2%, can we
go ahead today?
Other clear favorites were:
The Order Form Close
The Summary Close
The Fear Close
The Verbal Proof Close
6. Always Assume the Customer Will Buy!
7 The Trial Close at the Beginning
"Good morning, Mr. Suarez. I understand your
company uses a lot of widgets." (Pause.) "My
company sells widgets, very good ones. Please
may I ask you a direct question?" (Here it comes.)
"What do I need to do to get you to buy some of
your widgets from us?"
8. The ~uppose' Test Close
"Suppose you like me ....
Suppose you like the product. ..
Suppose the price is acceptable ...
Suppose you like everything, are you ready to go
ahead and place an order with me today?"
9. Don't Make False Assumptions
Sales people waste a lot of time because they
ASSUME. For Example: Never assume you're
talking to the Decision Maker - ASK!
4 5
Never assume you can't make the sale today -
ALW AYS ASK FOR THE SALE!
Never assume because they agree to see you,
that you are automatically going to make a sale -
ALWAYS GIVE IT EVERYTHING YOU'VE GOT,
YOUR BEST SHOT - NO SHORTCUTS!
You can assume however that:
Today is the day
You do offer the best value-for-money
You do stand by everything you say
10. It's only The Decision-Maker who can say
YES!
In my experience, this is the biggest reason for
newcomers in the business to lose heart and quit.
They don't understand that the secretary, the
guard, the assistant and many others are all only
authorized to say 'No!'
So if you're new in the business and want to hear
'No!' many times, keep on talking to those types
of peopl~.
It's only the M.A.N. who can give you the 'Yes!'
that you want to hear. M.A.N. stands for:
Money: Can they Afford your Product?
Authority: Can he/she authorize the purchase?
Need: Do they need/want the product
j
11. Use their Names - Be Mega Polite - Be
Friendly but Not Familiar - Plan Each Call!
12. To find out if they are the decision-maker
without hurting their ego, ask. ..
"Is there anyone else you would like to involve in
our discussions?" or,
"Is there anyone else you would like to sit in on
our presentation?" or,
"Should I send a copy of the proposal to anyone
else?"
The rule is; always try to go as high as you can -
to the President or General Manager!
13. If you don't dose, you are working for your
competitor. When your competitor doses a sale
they have your money in theirpocket!
14. Never Knock The Competition
It tells the prospect what kind of person you are.
Being the right kind of salesperson will make you
a Professional and make you more sales.
15. Don't say 'Pay' - Say 'Own' or 'Invest'
Don't say 'Sign' - Say 'Agree' or 'Authorize'
Don't say 'Ifyou buy' - Say 'When you Own. '
16. The Right Way to Close on a Discount
If a customer asks for a discount, check to see that
if the discount is approved will they buy today. If
they won't - don't give a discount! '"
In selling, the rule is never give anything away
for nothing. Negotiate!
For example, ask "If I reduce it by 10% will you
pay cash on delivery?" or, "If I give you a
discount, can you increase the order by 40%?"
Professional Salespeople negotiate.
Giving away something for nothing is pointless!
6 7
17. The Added- Value Close
You can charge higher prices only if you are
giving added value, but you must make sure
customers understand that!
By adding value to the package you are offering,
you minimize your own 'price fight' and weaken
customers' price resistance.
18. Send out 10 Thank You cards a day!
(You haven't received one from me yet?)
19. The 2 PartJohn Ruskin Close
1. Early on in the sale, ask customers if they buy
based on price or on value. They will almost
certainly go for value.
2. Later, show them this from John Ruskin (1819-
1900)
'It's unwise to pay too much, but it is
unwise to pay too little. When you pay too
much you lose a little money, that's all, but
when you pay too little you sometimes lose
everything, because the thing that you
bought isn't capable of doing the thing
which it was bought to do.
The common law of busines8 prohibits
you from paying a little and receiving a lot--
it can't be done. If you deal with the,lowest
bidder it would be as well to add soJnething
for the risk you run. And if you can do that
you can afford to buy 80mething better.'
Isn't it beautiful? No one can possibly argue
with this because it's so logical.
20. It's Impossible to get The Same Thing
Cheaper
John Ruskin wrote this potential Price Close:
There is hardly anything in the world that
some man cannot make just a little worse and
selljust a little cheaper.
The people who buy on price alone are
exactly the kind of people that this man is
preying on. '
21. Don't TeDit - SeDit!
When customers ask, 'How much is it?' Don't
simply tell them the price. Instead, sell them
everything they will receive for their
investment. (Use' investment not 'price.')
For example:
"Your investment would be only P25,OOOand
that includes everything! VAT, Delivery,
Insurance, 12 months guarantee on parts and a
two year service warrantee."
This will positively price-condition your
customer.
22. The Benjamin Franklin Close
No book on closing sales· would be complete
without this one. Most salespeople I've met have
heard of it, but very few actually use it! That's a
pity because it does work very well.
In it's simplest form, the B~n Franklin close
involves taking a plain piece of paper, drawing a
vertical line down the center and writing 'For' at
the top of the left hand column and' Against' at
8 9
2.
the top of the other column.
Then in the 'For' column you write all the
benefits/ reasons you and the prospect can both
think of that the customer liked and agreed upon.
When that's finished, you hand him the pen and
ask him to write down in the 'Against' column,
all the things he didn't like. And then, shut up!
Let him struggle at this one alone - no help from
you (duh!)
If you're good at your job, he'll never be able to
think of as many reasons 'Against' as you have
'For'. Then you simply say to him, "Well it looks
pretty obvious doesn't it?" Then close.
23. A Variation to The Benjamin Franklin Close
A very powerful Sales tool that you can use every
time, is to have a sheet of paper with all the
benefits/reasons for going ahead under the 'For'
column already printed out.
This gives you plenty of thinking time to come up
with as many benefits as possible.
At our company, a copy of this is in all our
salespeople's clear books.
24. The 'What You Will Lose' Close
This is a particularly powerful close when you
know that by waiting and thinking it over, it will
mean they'll have to pay more. You.sJnply,.write
down what they will lose if they d()n't buy now.
For Example:
1. The Special Christmas Discount
2 The 10%PriceIncrease on ).<t January
3. Delivery before Christmas
4. The loss of benefits your product will give for
- the month they're thinking it over
The longer you can make this list - the better.
25. The Wedding-Cake Close
If they already have an established supplier, once
you've proved that your products are at least
equal in quality to his existing supplier, if they
won't or can't change to your company you can
say,
"I realize it would be unreasonable for you to
give me all your business, and for you to
abandon your existing supplier after all these
years. That would be like a guest at a wedding
eating all the wedding-cake. How about if you
give us just a slice of the wedding-cake - say 20%
of your business. That way your existing supplier
is happy, you try us out, and you have the peace
of mind knowing that we'll both be on our toes in
the right kind of competitive spirit. This way, you
can't lose!
By the way, it'll be more effective if you can draw
the wedding-cake with the slice taken out.
26. The One- Two Close
This one should become so natural you don't
even have to think about it
_. Are you happy with everyth~g?
2. Then let's go ahead.
You can adapt this very effective close to suit
you, your style and your product.
10
27. The ~ Close
Fill out your paperwork then put a pencilled ..J
where the customer needs to put his signature.
Then hand the paperwork to the customer. No
need to say anything.
Many salespeople excuse themselves at this stage
and go to the c.R., wait a few minutes, then
return. Hopefully the order will be signed. If it
isn't, offer your pen. If you can bear it keep quiet.
Words might let him off the hook.
28. Never Sit Down in Reception Areas even if
/ordered/ to do so. Always Stand! You'D Feel
Much More Confident and More in Control
29. The Objectives Check List Close
A list of Customers' Objectives/Benefits from
buying your product or service is a powerful
sales tool.
The list should be shown at an appropriate early
stage in the presentation. You may say for
example, "Our products are usually able to
accomplish eight important objectives. I've got
them listed here, let's just run through them to
see if they apply and are relevant to your
situation." As you go through this, the prospect
will probably volunteer more I detailed
information that will really help you to close
when the time comes.
30. The Price is Higher/ Close
This is only for /strong/salespeople who have a
11
quality product.
The prospect says, 'Your price is higher than your
competitor.'
The salesperson nods, says seriously, , Yes, it is,'
and shuts up. After a few seconds of silence the
prospect says, 'I suppose you'll say that's because
yours is better?' Again the salesperson nods and
says seriously, ' Yes, it is,' and shuts up again.
After a few seconds of this, most customers will
sigh and say, 'OK then,' and go ahead and buy.
31. HI'llsee if the Boss
will Approve it" Close
The salesperson knows it's a final objection
because he's already asked if this is the only thing
that's standing in the way of them doing
business. That part is important.
For example, let's say the customer is insisting on
an additional 3% discount, which the salesperson
doesn't have the authority to approve. He asks
the customer if he can use the phone to which the
customer agrees.
The salesperson phones his boss and explains the
problem. After a few minutes of talking, the
salesperson, with the phone still to his ear, tells
the customer, 'My boss says ,he'll do it, but only if
I can give him an order now. Is that OK?"
This technique rarely fails to get the order.
32. The Victor Hugo Close
This is a great close for those in the pre-need
industry, using a quote from Victor Hugo:
'Nothing, not even prison bars, can hold a man as
securely as poverty in old age. ' - include for you?'
12
This is a powerful quote to have on the back of
your business card and can be adapted to fit most
selling situations.
33. The Frank Sinatra Close
This classic is for a salesperson trying to follow
up a proposal, only to find his prospect is
genuinely too busy to be reached over the phone.
The salesperson finds out the prospect is a Frank
Sinatra fan (from the secretary.) He buys a Frank
Sinatra tape (or whichever singer the prospect
likes), copies it onto another tape and sends it to
the prospect with a covering letter.
A few days later, the customer listens to the tape
in his car. After a few minutes of Sinatra, the
music fades and the voice of the salesperson says,
'Hi Mr. Suarez, I hope you like this tape. Sorry to
interrupt, but I need to speak to you about our
proposal. If you have no queries, could you
please fax us the go ahead? Thanks. Enjoy the
music," which fades back in.
The customer, impressed with the creative
approach, phones his secretary to send the fax.
34. We have a delivery in your area tomorrow
Close
Simple - yet rarely used.
Truck deliveries are nonnally schedulefi at least a
week ahead. The schedule is given to a tele-
marketer who phones every customer on the day
before delivery and says, 'We have a delivery in
your area tomorrow, is there anything we can
13-
This close is not only effective but is easy to adapt
to other sales situations.
35. Whenever you ask a Closing Question ...
Shut Up!
36. I can Get it Cheaper Somewhere Else
You answer, 'WelL I understand your concem
but rve discovered over the years that most
people look for three things when they spend
their money; the finest quality, the best service,
anci of course, the lowest investment.
rve also found that nobody can offer all thre~ it
just can't be done.
rm curious, for your long-term happiness, which
of the three would you be willing to give up?
Good Quality? Excellent Service? Or the lowest
price?'
Nobody will ever admit to 'the lowest price.'
37. Make your Price Sound as SmaD as Possible
Always slide over price.
Never quote a price and then stop dead.
Avoid bringing up price too early.
They must need it, appreciate the value, and
want it before you talk about price.
Compare it to knick-knacks.
For example, "It's only a Mc Donald's meal a
day." Or, "It's less than you'd pay for a pack of
cigarettes a day." ,
Melt the 'ice' out of price by making it seem
small.
14
38. How's this for a Close?
"Y ou wantit;
You needit;
You can aHord it - so why not getit?"
39. Always seD to the head of the household ...
Is good advice, but remember that it's normally
the wife who controls the 'head' .
40. We can learn much from 'Wet Paint' Signs
Have you noticed that people tend to touch
things that have a sign saying 'Wet Paint' on it?
Sure they can read but it illustrates that, deep
down, everyone needs the desire for proof
Remember that desire the next time you're selling
- and you'll sell more, I guarantee it!
41. If you Don't Understand Something, For
Heavens Sake Ask. You'D look more of a fool if
he discovers you don't understand Ask Him to
Clarify by saying, 'How do you mean exactly?'
42 Forget 7'and replace it with "You'!
One major Communications Company in the
States has banned the use of the word 'I' in all
correspondence. The point they're trying to get
across is that you'll make more sales if you forget
about yourself and focus more on the prospect.
43. Harry's Luya Vendor can Teach Us a Lot
A few years ago, my wife asked me to stop off at
the Palengke to buy some ginger as she wanted to
cook Chicken Tinola, one of my favorite dishes.
15
 Now I don't normally do the shopping, but when
1picked up a piece of ginger that 1thought would
be about P2.00 (I told you this was a few years
ago) and asked the price, the vendor surprised
me by answering, "Ten Pesos."
1 responded, "Ten Pesos? That's expensive!" With
the wisdom gained from years of having to make
a living for her family, she quietly replied,
'Talaga!'
That ended the price discussion completely.
Without another )'Vord,I bought the luya. Next
time your prospect tells you your price is
expensive, remember the luya vendor.
'Agree - don't argue,' is goood advice. Agree?
44. I Guarantee that the lowest producers in any
Sales Force have Poorly Rehearsed Closes.
45. The Power of Choice - but not 'Yes' or "No'
If you ask, , Do you want me to send you some?'
your prospect could answer 'Yes' or he could say
'No'. And he'll probably say 'No.'
If you ask, 'Would you like me to send you some
before the weekend, or would next week be
okay?' They'll probably answer either, 'Before the
weekend.' Or 'Next week would be better.'
Whichever they answer, Whoopee. You've just
closed another sale.
46. 'l quite see your point of view Mr. Suare~ 1m
glad you raised it but ... '
This is a goood way to answer an objection.
16
47. In Many Case., the Request for a Brochure is
the Prospect's polite way of saying, "Nor
In The Harry Pound Company, we never send
~ out prices, but rather we find out if there's a
, need, then set an appointment so we can discover
the exact needs before we offer a solution.
Appointments lead to Sales! And No Need leads
to No Sales!
48. If You Want to Close More Sales, Never Run
out of Business Cards. I'm amazed how many
times, when I ask for a card, Salespeople
sheepishly tell me, 'I'm sorry - I've run out.'
My friend, Joe Girard (the #1 Salesperson in the
Wodd - check him out in the Guinness Book of
World Records) gets through thousands of calling
cards monthly - and I get through quite a few
myself. I have 4 different sizes of business cards
ranging from the normal size (but with a raised
portion to make it standout) right up to one
which measures H"x 18.5" (I mean - It's BIG.1
I spend about P3,500 a month on cards. And we
get about 3 Sales a month because of the cards I
give away, which makes it a wise investment
49. People don't want to be '~ld" They want to
be served I
In the old-fashioned approach to selling, the sales
person had only one objective - to close the sale.
/1
What happened after the "close" - how satisfied
Ij the customer was, for instance - was somebody
else's problem. The Professional Sales Person
17
who II closes more sales" realizes the importance
of keeping the customer happy (serving him
well). Those who don't will be left behind.
50. Watch where you park.
No matter how late you are; no matter how much
of a hurry you are in, always be guided by the
security guard as to where to park your car.
Never park in parking spaces that are reserved .
51. Be on time.
Always. No excuses. On time means 10-15
minutes early. That way you have time to calm
down, visit the washroom, check to see if you're
looking your best and to mentally rehearse your
presentation and its outcome.
The number one reason why I bought a cellular
phone when they first came out was to call my
office if I was stuck in traffic, so that they could
call ahead and advise my prospect that I would
be a few minutes late. That's professionalism.
52. Be polite to EVERYONE!!
Show everyone who works for your customer the
same courtesy regardless of who they are,
starting with the security guard and the
receptionist. First because it's the right thing to
do; second because a low-level employee could
become a key buyer tomorrow; third because you
don't know the 'relationship' that person enjoys
with their boss, the person you're trying to sell.
18
The security guard may be a distant relative from
the province. The secretary may be the boss's
wife.
By being polite and courteous to everyone you're
playing it safe and will score 'points', maybe with
the boss and definitely with God.
53. Become an Expert!
If you're like me, you've probably gone into a
. store, wanting to buy something, but because of
the salespersot:l'S ignorance of their product,
decided to buy somewhere else!
To me this is inexcusable.
A few weeks ago while I was in a computer store
I saw four salespeople standing around doing
nothing yet there were several customers waiting
in line to talk to one saleslady in her mid-
twenties. When I asked why everyone was
waiting to speak to her, one of the idle
salespersons replied, "She's the expert."
If you want to rise in the wonderful profession of
seIling, you better become an II expert" as quickly
as you can. All it takes is discipline and study!
54. HCanyou lower your pricer' A Fable.
Way back at the beginning of time a great sheik
called Al Shun Air owned a herd of wise
donkeys. One day the Prophet himseH, the wisest
son of the east, came to see the herd of donkeys.
With much pride, Al Shun Air led him out to
the donkeys and said, "0 Prophet, test these wise
and talented asses. Ask them any question and
they will answer it."
19
 The Prophet said, "What is a fair price for a 3-
day journey?"
The asses counseled among themselves and
then answered, 110 Prophet, the fair price for a 3-
day journey is 5 bundles of hay and 5 sacks of
dates."
"Good," said the Prophet, "that sounds like a
fair price, but I have need for a 3-day journey but
I don't have need for all you wise asses. Which of
you will go for less?"
And behold, one would go for only 4 bundles of
hay and 2 sacks of dates, and another for less, and
still another for less, until finally one wise ass
said he would go on a 3-day journey for only one
bundle of hay.
"Poo!!" said Al Shun Air, why would you go for
3-days for one bundle when you know you can't
live for 3-days on one bundle, much less make a
profit from the journey?"
"True," said the ass, "but I wanted the order."
And ever since then, asses have been known as
fools and price-cutters known as asses. (Unknown)
55. A Proven Technique: The HTie-Down"
All great salespeople use the ""tie-down"~ You
simply make a statement (usually a benefit of
your product) and then turn it into a question by
adding such Htie-downs""as ...
Isn't it? Doesn't it? Don"t you? Wouldn't you?
Here's how you use them:
It's vezy stylish - isn't it?
It looks really good in blue - doesn't it?
20
You want value for your money - don"t you?
You'd rather deal with a reputable company -
wouldn't you?
There are many ""tie-downs" in the English
language, but it appears that in Tagalog you can
use just one - '''DiBah?"
So make it a habit to use the '''tie-down'~ I mean
you do want to close more sales - don't you? And
you'd be earning a lot more money - Di Bah?'"
56. The Porcupine or The Hot Potato
The reason the next one is called either the
Porcupine or the Hot Potato, is because if you
were thrown either of those objects, you'd
probably throw them right back at whoever
threw them to you.
That's exactly what you do with this close.
If you're asked, NDoes it come in blue?" if you
answer, "Yes" (assuming it does) you don't have
any commitment. But by 'throwing' the question
back to the prospect by asking, ""Would you like
it in blue?" The prospect will have to answer
with a positive, giving you a 'commitment'.
Other examples of how to use the Porcupine are:
Q. "Can you deliver it to our office?"
A. "'Would you like it delivered to you office?"
Q. "Can we order now and start p~ying next
month?"
A. "Would you prefer to order it now and start
paying next month?"
The Porcupine is a great technique, but, don't
overuse it and use it at the right time.
21

For example, the customer will think you're
insane if he asks, "Can you tell me where I can
get it serviced?" and you reply, "Would you like
me to tell you where you can get it serviced?"
As in everything else, use your Common Sense
and don't over-use the technique!
57. Don't EVER ask them to 'sign'
For most salespeople the hardest, the most
dreaded, most awkward part of the sale is when
they have to ask the prospect to 'sign' the
contract. '
The tension mounts, their mouths go dry and
sometimes perspiration starts to bead up on their
forehead.
If this pretty much describes you - there's
something wrong somewhere.
Selling is a process and if the process is done
correctly, one stage should lead naturally and
easily into the next.
If you've done everything else correctly, the
'closing' should be a natural consequence.
My suggestion, in order to relieve any tension at
this point, is to casually say something like,
"and now I'm going to make you a movie star
and ask for your autograph right there" as you
point to where he has to sign.
If you've taken the time to establish good
rapport, he'll probably smile ~nd 'autograph'
your agreement for you.
58. The most important part of the Sales Process is
the Salesperson - YOU!
22
59. Are You Deaf?
There's a true story of an extremely good
salesman who was deaf - couldn't hear a sound.
He sold vacuum cleaners.
After demonstrating what the vacuum cleaner
could do, he would sit with the husband and wife
at the dining table and proceed to go through the
rest of his sales presentation using a clear book.
He could lip-read but deliberately kept looking
down at the clear book as he turned the pages
making his presentation.
Of course, every now and then either the
husband or wife would make an objection, but as
the salesman couldn't hear them and wasn't
looking at th~m, he just kept on going.
After ignorirlg all their objections, at the end of
his presentation he went ahead and asked for the
order. In four cases out of five, the husband
would look at the wife... and then say, "OK"
The other salesmen were closing only two out of
five - because they weren't deaf!
I'm sure all you experienced salespeople will
agree that sometimes it pays to be deaf.
60. At Success '96 Zig shared The "Bride" Close
"If the prospect wasn't willing to take action I'd
say, 'You know, Mr. Prospect, I believeithat you
I
may be right in deciding to wait. know that
when my wife and I got married, "we made a
terrible financial mistake. It costs a lot of money.
"For example if we'd waited 20 more years we
could haVf~ afforded a really tremendous
23
honeymoon. Starting our family was another
mistake. Children cost money. If we' d wait~d 10
more years we could have afforded to give the
kids so much more. Buying our house was a big
mistake. Had we waited 30 more years we could
have built a mansion. The only problem with
waiting until everything's 'just right' till taking
action is that you might end up like this couple"·
The bride, white of hak is stooped over her cane,
Her footsteps - uncertain - need guiding.
While down the church aisle with a toothless smile
The bridegroom in' wheelchair comes riding.
Now who is this elderly couple, thus wed?
Well,you'll find when you've closely explored it
That here is that rare, most conservative pair
Who waited utiUthey could afford itr
"There is seldom a 'perfect' time to do anything.
A journey of a thousand miles starts with a single
step. Your first step is to make the decision, can
you afford the first payment and you've already
told me that's no problem. Since you want it, can
you think of any reason you should not at this
moment; treat you and your family as well as
they deserved to be treated?"
61. Let Me Think It Over {only for the strong?
Stand up and say, "No Problem, I'll go get a cup
of coffee and be back in fifteen to twenty minutes,
so you can go right ahead and think it over."
Before the prospect has time to, respond Get Out
leaving the paperwork behind.
Upon returning, resume where you left off, "Did
you decide on the quarterly or monthly plan?"
24
62. Remember Zigs Philosophy
In 1996, my role model, Zig Ziglar (the World's
Number One Motivational Speaker) came to the
Philippines at the invitation of my friend, Trevor
Roberts, to be the Keynote Speaker of a 2-day
Motivational Experience called "SUCCESS '96".
I remember spending 2 glorious days with Zig,
and his other speakers. He has such a wonderful
sense of humor and kept us wide-awake with his
jokes and stories.
To be honest, I've forgotten most of the jokes, but
one quote I'll never forget which typifies Zig's
philosophy about selling - and about life - is...
uYou can get everything in Jjie you want jf you'll
help enough other people get what they wantf"
This philosophy has helped Master Motivator Zig
Ziglar to become the best - #1. And that same
philosophy will help you to close more sales!
63. The Prospect must see the value!
Would you pay a salesman PIOOOfor something
you thought was only worth P500?
When you negotiate with a prospect, do you
believe the prospect will pay PI000 for something
he definitely believes is only worth P500?
Do you believe that, even if you use all the
techniques in this book, the prosp~ct! will pay
PIOOOfor something he definitely believes is only
worth P500?
When a prospect says no, he either doesn't have
the money or he can't see the value!
25
honeymoon. Starting our family was another
mistake. Children cost money. If we'd waited 10
more years we could have afforded to give the
kids so much more. Buying our house was a big
mistake. Had we waited 30 more years we could
have built a mansion. The only problem with
waiting until everything's 'just right' till taking
action is that you might end up like this couple'"
The bride, white of hair, is stooped over her cane,
Her footsteps - uncertain - need guiding.
While down the church aisle with a toothless smjJe
The bridegroom in' wheelchair comes riding.
Now who is this elderly couple, thus wed?
Well,you'll find when you've closely explored it
That here is that rare, most conservative pair
Who waited "till they could afford it!"
"There is seldom a 'perfect' time to do anything.
A journey of a thousand miles starts with a single
step. Your first step is to make the decision, can
you afford the first payment and you've already
told me that's no problem. Since you want it, can
you think of any reason you should not, at this
moment, treat you and your family as well as
they deserved to be treated?"
61. Let Me Think It Over (only for the 'strong?
Stand up and say, "No Problem, I'll go get a cup
of coffee and be back in fifteen to twenty minutes,
so you can go right ahead and think it over."
Before the prospect has time to, respond Get Out
leaving the paperwork behind.
Upon returning, resume where you left off, "Did
you decide on the quarterly or monthly plan?"
24
62. Remember Zig's Philosophy
In 1996, my role model, Zig Ziglar (the World's
Number One Motivational Speaker) came to the
Philippines at the invitation of my friend, Trevor
Roberts, to be the Keynote Speaker of a 2-day
Motivational Experience called "SUCCESS '96".
I remember spending 2 glorious days with Zig,
and his other speakers. He has such a wonderful
sense of humor and kept us wide-awake with his
jokes and stories.
To be honest, I've forgotten most of the jokes, but
one quote I'll never forget which typifies Zig's
philosophy about selling - and about life - is...
"You can get everything in Jife you want if you'll
help enough other people get what they want!"
This philosophy has helped Master Motivator Zig
Ziglar to become the best - #1. And that same
philosophy will help you to close more sales!
63. The Prospect must see the value!
Would you pay a salesman PI000 for something
you thought was only worth P500?
When you negotiate with a prospect, do you
believe the prospect will pay PI000 for something
he definitely believes is only worth P500?
Do you believe that, even if you use all the
techniques in this book, the prosp~cti will pay
PI000 for something he definitely believes is only
worth P500?
When a prospect says no, he either doesn't have
the money or he can't see the value!
25
Your job in selling is to raise the value of your
product ill the mind of the prospect!
Until the value equals or exceeds the price, you
do not have a prospect and all the techniques,
persuasion, and pressure are going to be useless.
64. It's Not What You Say But The Way That You
Say It!
As I mentioned in the Introduction, I'm not in the
habit of teaching Sales Techniques. However
whenever I'm with a bunch of salespeople I often
share this techniqu~ with them.
All of us get the prospect who suggests that the
price is a little high or in some cases that it is
ridiculously priced.
When this happens, most salespeople start to
defend why it's priced the way it is, while some
(the less experienced ones) even argue, "No, it's
not!"
A better way to deal with this is when the
prospect says, "The price is too much." You
repeat back, word-for-word what he said: "The
price [pause] is too much?"
Your voice inflection (which I discuss at length in
my "TeleMarketing Secrets" Seminar) must make
it sound like a question. This is important,
because by turning it back to him in the form of a
question, he is now forced to defend his
statement instead of you having to justify the
price. There's quite a difference. This puts you on
the offense instead of the defense. Use this
technique. The difference in results is amazing.
26
65. The Fear of Loss vs. The Desire to Gaill
To close more sales, you must convince the
prospect that he's safe in dealing with you; that
he won't lose out by buying from you; that in fact
he will lose product benefits if he doesn't buy
from you. One gooood way to do this is to say,
"You know there's a world of difference between
,price' and 'cost'. You're going to be concerned
about price only one time. That's the day you
buy! However you're going to be concerned
about the quality for the life of the product.
Consider: Wouldn't you agree that it's better to
pay a little more than you expected rather than a
little less than you should? (Let him answer.) You
see, if you pay a little more than expected we are
only talking about a few pesos. But if you pay
less than you should and the product won't do
the job, then you'll lose everything."
Yes, my selling friend there is a big difference
between 'price' and 'cost'.
You'll filld you can use this ve.zy well with the
John Ruskin quotations (Techniques 19& 20)
66. Quality Counts - Another 'Price' Technique
The prospect says, "It's too expensive!"
Lower your voice, look your prospect in the eye
and say, "You know, Mr. Prospect, many years
ago our company made a basic decision. We
decided it would be easier to explain price one
time than apologize for quality forever. [Slight
pause] And I'll bet you're glad we made that
decision, aren't you?"
27
67. Selling is Enthusiasm
Someone once said that, selling is simply a matter
of transferring your enthusiasm about your
product into the mind of the prospect. When you
can do that you'll close more sales! Enthusiasm!!
68. Buy Your Own Product
You'll certainly close more sales if you 'believe' in
your product. "Oh!" I can hear some of you
readers saying, "Hey Harry, that's not a problem
with me, I mea~ I really do believe in my
product."
Okay, so if you believe in it so much, how much
have you bought? How much of what you're
selling do you own? Now if you're selling Jumbo
Jets, I don't expect you to buy one of those things.
But if you're selling Pre-Need, Insurance, Real
Estate, Encyclopedias and similar things to that,
for example if you can honestly say that you
yourself have insured yourself for One Million
Pesos and can show them the proof, I guarantee
you'll close more sales.
69. Sell /em and leave /em - is a NO! NO!
Your biggest source of new sales is from your
'old' clients. It's so much easier so sell to someone
who has bought from you (or your company)
before.
With this in mind, consider the following
'shameful' statistics reported by Dr. Anthony J.
Allessandra, (author of Non-Manipulative
Selling) in the Dec. '82 issue of PMA ADVISER.
28
In the average business;
68% of customers left because of indifference and
the apparent lack of interest of the seller/s staff
14 % left because of unresolved complaints
9% left because they could buy cheaper
5% left to buy from a friend or relative
3% moved to another area
1 % died
The clients lost because of indifference, lack of
interest and unresolved complaints (82%) would
have stayed if only they had ,been treated
properly. (If in doubt what I mean by that, please
refer to the Golden Rule)
70. When in front of the prospect the rule is/'
NO SMOKING - NO DRINKING
If you feel you need some explanation regarding
the "NO SMOKING" Rule, just ask any non-
smoker.
If you feel you need some explanation regarding
the "NO DRINKING" Rule, read on.
To close more sales you need to be 'sharp~ Many
drinkers have convinced themselves that a couple
of drinks 'sharpens' their mind. But, if you were
about to have major surgery, wanting your
surgeon to be at his 'sharpest best' would you .
insist that the surgeon take a couple of drinks just
before he opens you up?
The point is obvious. Don't take a drink when
you're trying to persuade someone to buy. You'll
[ lose your mental sharpness and the sale. Liquor is
a depressant, not a stimulant.
29
I
71. SeUing is a Numbers Game.
Both inexperienced salespeople and even some
old-timers get very depressed when the prospect
turns them down.
Please highlight this next bit;
YOU CANNOT AFFORDTO BEDEPRESSED!
DEPRESSED PEOPLE DON'T SELL THIS
HAPPEN TO YOU!
SW -SW, SD-SD, SC-SC.
SW!-N!
Which simply means ...
Some Will - Some Won't,
Some Do - Some Don't,
Some Can - Some Can't.
SO WHAT! - NEXT!
72. Is ~7TiceHthe Problem?
Just recently I was training a new member of our
staff. We were out on a presentation and
everything was going beautifully. I mean I just
knew this was going to be a sale. Why? Because
the prospect had already heard good things
about our company, in fact he knew me from
before, he even recognized that his people
needed attitudinal training - but he did not buy.
I called him back several times to try and close
the account, but he refused. Funnily enough,
every time I spoke with him he insisted that it
was not the price. Then I got one of my staff to
contact his secretary, who confirmed what I knew
all along - it was the price!
30
Friends please mark my words well... don't be
fooled, when the prospect says it's not the price _
it's nearly always the price!
73. You'D continue to seD more if you continue to
learn ... New Techniques, New Approaches,
New Closes. Read the Books, Attend the
Training, and Sign up for the Seminars. Just One
New Technique could make you RICH!
74. You'D SeD More by Memorizing This Book!
This is not the kind of book you read once, put
away in a drawer, and then forget all about it.
This book is supposed to be with you wherever
you go, in your pocket, your purse or your
briefcase.
Read, re-read, and continue to re-read the ideas
and techniques I've laid out here for you. It took
me more than three months of research, of
pouring over more than fifty books on sales,
looking for the best techniques' that I know will
help you in your quest to close more sales.
All my efforts will have been in vain if you don't
seriously commit to memorizing the techniques.
Even the greatest ideas on earth will not work
unless you use them.
75. To Close More Sales You Must Commit!
There is no such thing as a 'born salesman'. All
the GREATpeople in selling workeclreal hard at
learning what to do and how to do it! If you're
reading this book and you're new in selling, I
31
 III
urge you to give it at least six months, but give it
six months of Commitment, Discipline, Learning,
Persisting, Practicing, Failing and Trying again.
Most people get into selling because they were
told it's an easy way to make money.
This is true - but only if you're gooood! .
To be good at selling you need to discipline
yourself to six months of hard work!
After six months of Commitment, Discipline,
Learning, Persisting, Practicing, Failing and
Trying again, together with discipline and hard
work, you've just got to be earning in the
neighborhood of P50,OOO a month - and let's face
it my friend, that's a mighty nice neighborhood to
be in. Di Bah?
76 SeD from your HEART
In this book, I've given you a lot of ideas and
techniques, all of which will work, but in reality,
you tell people from your head - but you
persuade, you sellfrom your heart.
H in the heart of your sales is honesty
!;; is empathy
A is your attitude toward you and your prospects
B is your physical, mental and spiritual reserve
I is for tough - and the toughest thing is LOVE!
And the HEART of your sales career is your very
own and if your heart is right your sales career
will be right.
77. 'Don't Wony - Be Happy'is gooood advice
Lighten up! Enjoy!Have fun! Happy Selling!!
32
~
Originally' from England, Harry ~ound has
become one of the most sought-after Speakers
in the country. Always a 'popular' speaker at
conferences and sales conventions he leads a
hectic speaking schedule speaking to an average
of four to five groups every week.
Harry actively encourages other speakers to
join him so together they can help even more
people by offering a wider selection of top
quality In-house programs and Public Seminars
For further details on:
• MEGA VISION Books
• MEGA VISION Seminars & Workshops
• MEGA VISION Personal Development Tools
• MEGA VISION Free e-mail Newsletters
Please contact:
MEGA VISION
The Harry Pound Company
Suite 17A, Legaspi Towers 300, 2600 Roxas Blvd.,
Manila, Phils. Tel: 526-1909 TeleFax: 523-1718
Txt: 0917-3731103 E-mail: HarryPound@sk)'ine~.net
Philippines
Tel: (632) 890-2158 / 897~3820
Fax: (632) 895-6893
E-mail: hpoundco@pworld.net.pJl