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BSS: Great Selling Skills by Bob Etherington

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The contrast close

This “close” is used a lot in retail and all you will be doing is adapting it for use in your own sales arsenal. It is best explained by an example. Let us say that you are buying your winter wardrobe and you urgently need two items of clothing: a “winter overcoat” and a “sweater”. You are browsing in the coats department in a large store and the sales assistant approaches you. “Good morning ... How can I help?” “Yes thank you. I’m looking for a new overcoat and a new wool sweater.”

Now here’s the question ... which one is the sales assistant (if they have been well trained) going to try to sell you first? Did you answer, “The overcoat”? Good, nothing very difficult there. Of course they will try and sell you the higher priced ...

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