Sales and business author Bob Bly has a great idea for creatively approaching a prospect about buying your product or service.
Tell him not to.
Huh?
Here's more:
Human psychology is funny: The more you tell somebody they can't or shouldn't have something, the more they want it. The technique of applying this psychological principle to sales and marketing is called "the takeaway close."
In sales, it works this way: If the prospect is hesitant and you are not getting anywhere, you start to pack up your sample case, papers, or whatever, while telling him - in a serious, sincere, even somber voice - "Maybe this isn't right for you."
As soon as you do that, most prospects will immediately say - "Wait, hold on a minute!" - and ask you to continue your presentation, much more interested than they were only seconds ago.
Seaman's, a local retailer near my office in northern New Jersey, runs radio commercials to announce sales using a variation of the takeaway close. The radio announcer begins by thundering a command to the listener: "DON'T buy furniture today ..."
It catches your attention, because you expect to be told to buy ... not to be told "DON'T buy."
He then finishes the sentence: "DON'T buy furniture today ... wait until Saturday for Seaman's big half-price sale!"
Applying the takeaway closing technique to your marketing is easy. Simply adding the words "order today - supplies limited" is often enough to get the phone ringing off the hook.
It's a great technique because it is disarming and attention-getting at the same time. Of course, it won't work all of the time in every approach or situation, but there are plenty of times you'll be able to use it effectively in your sales career.
