How much more effective would you be in Sales if you knew the REAL reason your prospect says no? How much time would you save if you knew when to pump the brakes? How many more deals could you win if you knew the unspoken objection and its overcome? What if I told you sales has NOTHING to do with charisma or being a smooth talker? .....and everything to do with puzzles. Here's what I mean. To win a contract we actually have to make 2 sales. We have to sell the Thesis and we have to sell the Deal. To sell the Thesis we must convince the client that: They have a problem Our solution is the MOST effective for their unique circumstances Our solution is unique to us No problem.....no sale. If they don't believe our solution is unique.....no sale. If they don't believe it is unique to us......they will shop for better pricing. ^^^^During this stage we aren't talking money. We are consulting. We are educating. We may even be debating. But we are not closing. Closing begins once we put a price tag to our solution and ask for the business. Then we have the deal. To sell the deal the client must understand that: They are getting what they want They can afford the solution The cost of not solving the problem with our solution is greater than the "savings" using other options Value exceeds price. The solution is time sensitive. This happens after we put a price tag on the solution once we KNOW the customer accepts our Thesis. But here's where things turn into a gamble..... Because buyers are liars. Their stated budget could be different from their actual budget. They may not have the emotional disposition to make a decision if it was. The amount of the money may cloud their ability to think logically. That's why during the close, you are playing chess. During the Thesis, you're doing the talking. They are asking questions. During the Close, you are asking the questions. They are doing the talking. .....and in a negotiation whomever is asking the questions has the leverage.