<H1 BIG>TEN COMMON ENEMIES (7)</H1>

By Hank Trisler

We've been unable to correctly determine the customer's attitude, so we end up

NOT ASKING FOR THE ORDER

Because we don’t know what’s on the customer’s mind, we don’t really know when it’s time to ask for a commitment. When is the right time to ask for commitment? When she’s ready to buy. When the customer’s attitude is one of acceptance.

FEAR

When we don’t know what’s on the customer’s mind, we have no idea what her attitude is. We don't know how she’ll react when we ask for a commitment or know what to do if she says "no." The result is fear. Fear of uncertainty. Fear of not knowing what to do. Fear of being out of control. Fear is paralyzing and many salespeople fail to ask for commitment simply because of that fear. If we don’t ask, she can’t say "no," but she can hardly say "yes," either.

Conversely, if we have done our job up to this point, we'll know what her attitude is and we'll ask for a commitment when her attitude is one of acceptance. No fear involved there.

But what if we're wrong? What if her attitude is NOT once of acceptance? Then it must be one of Objection, in which case we harmonize with the objection as previously set forth. If it isn't Acceptance or Objection, it must be Indifference, in which case we probe for areas of need, or dissatisfaction with the status quo. Again, no fear. Whichever way she moves, we move right with her. It isn't combat, it's a dance.

Please let me know your thoughts on this and if you think it will work in your world.