works it. I get whupped nearly every time and only by unin-
terrupted concentration and attention can I beat it. It’s not
clever, it’s persistent and single minded – try a bit of that
and transform your life.
Maybe you’re a super salesperson who negotiates mega
deals on a global basis. Examine your last half dozen
commercial conversations – did you have a clear desti-
nation in mind, did you know where your subject was as
regards to being persuaded, and did you come away with
clear and measurable progress towards what you wanted
(not V. Interested). How was your PowerPoint show – did it
work A.I.D.A.? I bet it didn’t.
Or perhaps you are reading this book because you have a
small business, or things that you need more yes’s to in order
to make a decent living. Well, forget all the moral judg-
ments and intellectual arguments and take these little state-
ments from the past on board: ‘PRODUCTION MINUS
SALES EQUALS SCRAP’; or, ‘NOTHING HAPPENS
UNTIL SOMEONE SELLS SOMETHING’. If noth-
ing else, take the section on A.I.D.A. at face value and work
it as it is, as a script, and just like the crude old salespeople
of old, your sales will increase beyond your wildest dreams.
Once you are rich and happy you can do ‘subtle’. Just for
starters, go out and ask people to buy things – and that
takes us nicely to closing techniques.
Check Before Closing
The whole point of the exercise, in truth this book itself, is
to get a positive and anticipated outcome from interaction
with another person. We have detected some buying signals
and we have dealt with the objections. Just before we actu-
ally get the decision that we want, we must clear the decks of
our debris or wreckage from the preliminary skirmishes. So a
quick check through moves us forward nicely to our goal. A
mental checklist will make sure things are ready to close.
Did I hear and completely understand the obstacles that
are in the other person’s mind?
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