CHAPTER 11
Justify
NOW THE PROSPECT HAS TAKEN A BIG STEP. They understand what you are offering, and they have taken ownership of it. The prospect is moving along a path to make a decision. They make a stop before they are willing to commit, however, at Justify.
The Justify part of the process is where the prospect needs to rationalize the decision they are going to be making. It’s when you go out and look at the car once more before you buy it. You drive by the house you are ready to make an offer on one last time to be sure you haven’t overlooked anything. The prospect asks for one more demonstration, has one last set of questions, or needs to have a top-level overview before he or she can continue.
Many things happen in the Justify phase. ...
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