When you’ve tried to close and haven’t gotten anywhere, be careful. The tendency is to follow-up by throwing out a whole array of reasons why buying makes sense. Don’t do this! It will communicate that you are desperate. Instead, focus your effort on just the top one or two reasons.

Be cautious and temper your emotions. I can’t emphasize this enough! I’ve watched too many salespeople at the first hint of a problem suddenly cave and give the customer everything. Not only does this show a sign of desperation in the short-term, but it dramatically alters the price-value relationship you’ve worked hard to establish.

The key item to keep in mind when faced with this type of situation is to ask questions that get the customer focused on their key issues. Remember, people buy to solve a problem or improve a situation, and you can only help them when they are clear as to what their specific objective is.

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