CLOSE OF SALE SHOULD COME LOGICALLY
Ordinarily the charted sale will develop in this order:
1. Elimination of possible alternatives and concentration upon merchandise to be sold.
2. Elimination of resistances through answering spoken or unspoken objections.
3. Final demonstration of appearance, suitability, and values.
4. Direct suggestion to buy, when suggestion is necessary.
However, closing a sale is not a separate operation, but rather the natural and logical culmination of a continuous process, planned from the beginning to help the customer buy what she wants or needs. Thus the difficulties of closing a sale often are the result of inept work in the earlier stages. Good salesmanship is far less a matter of overcoming these difficulties than of foreseeing them at the beginning of a sale, and thus making it impossible for them to arise at the end.
For this kind of salesmanship we require:
1. A knowledge of people and the way their minds habitually work.