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Please consider this free-reprint article written by:
Kurt Mortensen
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Article Title: The Psychology Of Closing
Author: Kurt Mortensen
Word Count: 853
Article URL: http://www.isnare.com/?aid=90189&ca=Marketing
Format: 64cpl
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(replace [at] with @)
Easy Publish Tool: http://www.isnare.com/html.php?aid=90189
================== ARTICLE START ==================
I�m going to share with you what I believe are some of the key
components of sound closing psychology. One of the most crucial
of these components is conscientious and undeviating attention
to getting your prospects to open up and reveal their
psychology, if you will. What�s really going on in their minds?
This psychological technique is absolutely fundamental to a
successful close.
What is one of the most obvious ways to get inside your
prospects� minds? It is actually a twofold process:
a) Don�t talk too much; and
b) Ask lots of questions so they are the ones doing all the
talking.
When we ask lots of questions, particularly if they are
open-ended (the most effective type), we experience several
positive byproducts. First, our prospects have the opportunity
to tell us exactly what their needs are. That is, they can
inform us of what they are looking for and why. In sales, using
questions to acquire this kind of information is often called
�uncovering the hot button.� How can you solve your prospects�
problems if you don�t know what their �hot buttons� are? This
is key information if you are to turn your prospects into
long-term raving fans.
Second, keeping your own mouth closed avoids the fatal but
common error of jabbering away about all of a product�s perks
and pluses. The truth is, most people only have one or two key
reasons for buying, and the more you talk, the more you diffuse
the transaction�s energy. The more you talk, the more wind you
also take out of your sales. Your prospects really just wanted
to come get a good deal; they didn�t come to hear your
discourse on the whole product line. They may listen politely,
but as you monopolize the conversation, spouting off about all
kinds of sparkles and pizzazz that have nothing to do with
their �hot button,� their minds begin wandering to where
they�re going to go next. Then, the sale is lost before you�ve
even asked for it. Just remember, talk little, and when you do,
keep it simple. Information overload is just going to overwhelm
and confuse your prospects, and as the old sales adage goes, �A
confused mind says �NO�!�
The third reason for asking open-ended questions is that it
gives you better control over the conversation and where it�s
heading. As soon as your prospects are the ones grilling you,
the tables have turned. You lost control. Consider the
following question/answer scenarios and you�ll see clearly that
the individual asking the questions has control, while, perhaps
surprisingly, the one doing all the talking does not have
control: an employer interviewing for a job opening, a doctor
preparing to diagnose a patient and an attorney questioning a
witness. Note that in each of these examples, the individual
asking the questions is in some sort of authoritative and/or
advisory role. It is not so different when someone comes to you
looking for a particular product or service to fit her/his
needs. When you are the �interviewer,� you will glean all the
information you need to best guide your prospects while still
maintaining control over the course the conversation takes,
including, most importantly, the sought-after final conclusion
where they�ll enthusiastically buy from you.
The fourth reason for asking open-ended questions of your
prospects is that as you let them express their feelings and
concerns, it is clearly communicated, albeit in an unspoken
manner, that you are sincerely interested in them�always a very
important selling technique. Your prospects want to feel that
you have their best interest at heart and that you are mindful
of their needs. Genuine interest will explode your ability to
develop a relationship of trust and solidifying rapport.
The fifth reason for using questions in your selling strategy
is that in discussing the issues that are important to your
prospects, they are drawn more proactively into the
conversation and thus become emotionally involved. Consider the
fact that every purchasing action under any circumstance is an
attempt to improve or enhance the current status of a person,
place or situation. Why do I consider an emotionally engaged
prospect a positive, even necessary, thing? Emotions drive
actions; they are the catalysts to closed deals. This is not to
say that logic doesn�t play a part in the persuasion process as
well, because it most certainly does. Emotions, however,
provide the initial ignition. They incite action. Meanwhile,
logic is the tinder that continues to burn after the initial
energy and excitement end. It keeps the commitment intact
because there is still something concrete to point to. Some
buying personalities will be more logically inclined, but as a
general rule, an emotionally engaged individual is much more
compelled to purchase. This is not a statement of one�s
intellectual prowess or lack thereof; it is simply a statement
of human nature. In a nutshell, all buying decisions are
emotional, while logic rationalizes the purchasing decision.
About The Author: Kurt Mortensen�s trademark is Magnetic
Persuasion; you should attract customers, just like a magnet
attracts metal filings. Claim your success and learn what only
the ultra-prosperous know by going to
http://prewealth.com/mistakestoavoid and get my free report "10
Mistakes that Cost You Thousands."
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