What we have found is that a buying decision unmade remains a problem unsolved in a customer’s mind. It is a source of tension, and often distraction. When you help a customer make a buying decision now, you solve his problem, relieve his tension, and free him to get on with other things.
In follow-up interviews with customers, researchers have found that once they decide to buy something, it drops off their mental radar screens and they begin thinking about other parts of their life and work. The decision loses its importance as soon as it is made.
When you use this walk-away close, by encouraging them to make the buying decision now rather than walking away, you are offering to save the prospect all the time and energy that he would have to expend to talk with other suppliers and get additional prices.
Remember, logic does make sales. If you give him a logical reason for buying from you immediately, you can often stop him from walking away.
STRATEGIC SELLING
By Brian Tracy
Chairman and CEO of Brian Tracy International, a human resources company specializing in the training and development of individuals and organizations. President of Brian Tracy University, a private on-line University for Sales and Entrepreneurship (www.briantracyu.com).