When you’re selling face to face, whether to a business customer or a consumer, don’t put all your cards on the table right away. If you have nothing left, and your prospect is still hesitant to buy, you might as well pack up and leave.
If you’ve asked the correct questions during the sales interview and paid attention to your prospect’s responses, you should know the person reasonably well by closing time. Save some bit of infor mation or selling point that you know the prospect will be very interested in hearing. After several unsuccessful attempts at closing the sale, jump in with your ace in the hole to overcome that final resistance. The prospect may forget his objection in favor of the new benefit you just told him about.
However, if you can close the sale before you need to use your ace, then hold it back and get the sale completed as quickly and professionally as possible. There’s no sense in rocking the boat with any additional selling points if they’re not necessary.