THE ART OF CLOSING THE SALE BY BRIAN TRACY

Key Concepts for the Master Closer

• The Psychology of the Close: Understanding that the "fear of failure" (for the salesperson) and the "fear of making a mistake" (for the buyer) are the two biggest hurdles to any deal. Success lies in managing these emotions.
• The Power of Suggestion: Using your own enthusiasm and confidence as a contagious force. If you believe in the product 100%, the buyer’s subconscious will naturally gravitate toward your conviction.
• The "Requirement" Close: A technique where you get the prospect to agree that if you can meet a specific requirement (like a price point or delivery date), they will buy on the spot.
• The Invitational Close: A low-pressure, high-conversion method where you simply ask, "Why don't you give us a try?" This bypasses the buyer's natural defensive walls.
• Handling the "Price" Objection: Tracy teaches that price is rarely the real issue; it’s a lack of perceived value. He provides scripts to pivot the conversation from "what it costs" to "what it saves."
• The Law of Six: Realizing that there are usually no more than six standard objections for any product. Once you master the "pre-planned" answers to these six, you become unstoppable.
• The "Alternative" Close: Giving the buyer a choice between two "yesses" (e.g., "Would you like the blue one or the red one?") rather than a choice between "yes" and "no."