Important point: He didn’t argue, get defensive, or try to justify the price. He had quietly and with an almost casual confidence put the ball back in my court.

19 Here Is a Professional

(It’s important to note that throughout the presentation I dealt strictly with the facts.)

many people do not know what they want because they do not know what is available. In short, if you cannot fill the bill exactly, do not assume they are so adamant they would not even consider anything else.

Lower your voice, look your prospect in the eye, and say, “You know, Mr. Prospect, many years ago our company made a basic decision. We decided that it would be easier to explain price one time than it would be to apologize for quality forever. [Slight pause.] And I’ll bet you’re glad we made that decision, aren’t you?”

“That’s the way it is with life insurance. At your age, if you start today, the premiums will be like carrying this marble. They are so small you soon will forget you carry them. If you wait a few years, it will be like carrying the baseball. You can do it, but you will always know they are there. If you wait too long, it will be like carrying this

Price is a one-time thing; cost is something you are going to be concerned about for as long as you’ve got the product. (If this next sentence is true, you can and should close with it.)

The Professional Is a Student They clearly understand that school is never out for them. They study their prospects, study their company literature, and study the art of persuasion. They read good books, listen to inspirational messages, attend training sessions, and most of all, on every sales interview they study human nature. They know if

prospect in the eye, and say, “You know, Mr. Prospect, many years ago our company made a basic decision. We decided that it would be easier to explain price one time than it would be to apologize for quality forever.