Fear usually arises from something unknown; it is due only to darkness. Since you know now just what closing involves, and light has been shed on the problems of getting the prospect's "Yes," your fears and doubts should be dissipated. You should not hesitate to end the sale you have controlled successfully throughout previous stages. Our analysis has revealed that closing is no more difficult than winning attention to your proposition in the first place. As a result, your present attitude toward closing is positive. Your courage and self-confidence have been built up. You realize just how success in finishing a well-conducted sale can be made practically sure.
Negatives Must be Avoided
Certain negative attitudes at the closing stage should be avoided. Especially do not throw into the scales of decision any little pleas for personal favor, with the hope that in so doing you will increase the weight on the "Yes" side. Such tactics almost invariably tend to tip the balance unfavorably. A plea of this sort is equivalent to an admission that the ideas you have presented for buying do not themselves outweigh the prospect's images against buying. You suggest to him that you are trying to push the balance down on your side by putting your finger on it, by "weighing in your hand," as unfair butchers sometimes do with a chicken they hold on the scales by the legs.
"As a Personal Favor to Me"
The prospect will instantly perceive your action. His mind, acting on the principle of the gyroscope, will resist by greater opposition any push of the personal plea. If you ask a decision as a personal favor, your prospect will lose confidence in the true weight of the ideas on your side that you have already registered in his mind. You are much more likely to hurt than to help your chances for success by making a personal plea. Even if it should prove effective, what you get that way would be alms given to a beggar, and not the earned prize of good salesmanship. Never buy success at the cost of self-respect. To be a successful beggar is nothing to feel proud of.
"Treating" At Close
Do not attempt to "treat" your prospect by flattering him at the closing stage. Such "treating" is a tacit admission that your goods of sale, your best qualifications, have not sufficient merit to sell at their intrinsic value. Or you practically confess that you are not good enough salesman to win out with just your goods and your ability to sell yourself for what you claim to be worth. Flattery is a call for help. It is like the bad salesmanship of trying to buy an order with cigars or a dinner. Never "treat" at the closing stage, for to do so is to admit weakness when you should be your strongest.
Of course you should not take a first or second "No" as a final answer. Even if the prospect indicates that he is inclined to decide against you, continue confidently to heap images in favor of buying on the "Yes" side of the scale until you have used all the honest weight you have to put in the balance. He will not respect you as a salesman if you quit at his first "No." It is up to you to tip the scales of decision your way. Remember that you should not bring the other man to the judgment point until after you have aroused and intensified his desire to a very great degree. If you have made him want you at all, you will disappoint him if you then fail to put enough weight on the "Yes" side of the scale to win his decision to employ you.
When you receive a "No," understand it to mean, "No, that is not yet enough ideas for buying your services." Keep right on putting weight into the "Yes" side of the balance until it tips your way. Do not consider any "No" final until you have run out of both contrasting weight and attractive colors; so that you cannot change the scales.