Closing Too Early

After you ask the closing question, you must then be completely quiet. Don’t say a word. Allow the silence to build up if necessary, because whoever speaks first, loses.

Think of visiting a typical used car lot. You stop to look at a car for just a moment, and suddenly a salesperson emerges and says, “That’s a good choice; why don’t you buy it?” In a situation like this, you don’t know anything about the car, and the salesperson doesn’t know anything about you. He is asking you to make an offer or buy the car before you know anything about it. Attempting to close before you are fully aware of what you are buying does not arouse buying desire. Quite the opposite; you feel insulted, and your first impulse is to simply walk away.