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Selling to Win, 4th Edition by Richard Denny

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Chapter Nine

Closing the sale

There is far too much nonsense written, spoken and taught about closing the sale. Closing techniques have an aura of mystery. Many salespeople become conditioned by the closing mythology. They believe that if they are armed with sufficient closing techniques they will become stars. The very word ‘closing’, in itself, has become a death trap for unsophisticated and unprofessional sellers.

The closing of the sale is not some special technique that is suddenly unleashed at the end of a presentation to persuade the unsuspecting to buy. The master professional knows that the close begins in the first seconds of the meeting. And there is a clear distinction between closing a sale and helping a procrastinator to make a ...

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