I would like to share with you a very ingenious closing technique from an older book called “Big League Sales Closing Techniques” by Les Dane. This is not a close for the faint of heart or the unprepared but it is in my opinion brilliant.
The catch is if you’re going to use it, you better be ready to handle anything. If you aren’t a quick thinker able to leap tall buildings you may not wish to use this.
The basic concept is very simple. Take the objection given you by the prospect and use it as the reason he or she should buy. In other words, turn the objection back on the prospect as the answer.
If the prospect says I can’t afford your solution, you say “The fact that you cannot afford this solution is exactly the reason you must buy it. This is the solution that will put you back on track, increase revenues, and decrease costs. You can’t afford not to have it.”
Before using this handling you’d better anticipate what your prospect might say, as you’re going to have to come up with an answer and quick. After you tell them that there objection is exactly the reason they need it, they’re going to want to know why.
I think this is a brilliant way to handle an objection, but you have to be prepared and able to handle what comes next. If you are, and you do, there is absolutely nowhere for the prospect to hide as this handling smashes the objection completely.
One more interesting note, if you found this fascinating and have decide you want a copy of this book (A great book by the way.) I suggest you go close another sale first. For reasons I won’t go into this book has become a collectors item and sells for, depending on condition, anywhere from $195 to $600 – check it out, it’s true.