CHAPTER 8
The Therapist
Understand and Resolve a Buyer’s Fears
Tell me if this scenario sounds familiar. You’ve just reached the end of a great sales presentation, and your prospect says to you, “I’m very impressed with your solution. Call me next week so we can wrap this up.…” Chances are you’re feeling pretty confident. So you call the next week. No response. You call again. No response. Suddenly you realize that these “sounds of silence” are shouting a message at you—your “sure thing” sale is in serious jeopardy.
Stop and think for a minute about what’s going on with your customer. The silent treatment you receive is common because few customers go directly from identifying an ideal solution to making a commitment to buy. It’s natural for ...
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