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    ay:

    “The price is only $99.95, which is a small amount to invest in your child’s education, wouldn’t you agree?”

    This

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    When I was a rookie salesman with Time-Life Books, I was taught a great principle:

    Always follow a negative with a positive.

    For example, if a prospect asked, “How much is it?” we’d give a three-step reply:

    (1) We’d disclose the price, without hesitation;
    (2) We’d immediately follow it with a positive statement, diminishing the starkness and sticker shock in hearing the price, by itself; and
    (3) We’d ask for the order, also known as closing the sale.

    So, as an example, we’d say:

    “The price is only $99.95, which is a small amount to invest in your child’s education, wouldn’t you agree?”

    This

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    For example, if a prospect asked, “How much is it?” we’d give a three-step reply:

    (1) We’d disclose the price, without hesitation;
    (2) We’d immediately follow it with a positive statement, diminishing the starkness and sticker shock in hearing the price, by itself; and
    (3) We’d ask for the order, also known as closing the sale.

    So, as an example, we’d say:

    “The price is only $99.95, which is a small amount to invest in your child’s education, wouldn’t you agree?”

    This

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    t hesitation;
    (2) We’d immediately follow it with a positive statement, diminishing the starkness and sticker shock in hearing the price, by itself; and
    (3) We’d ask for the order, also known as closing the sale.

    So, as an example, we’d say:

    “The price is only $99.95, which is a small amount to invest in your child’s education, wouldn’t you agree?”

    This

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    ng the price, by itself; and
    (3) We’d ask for the order, also known as closing the sale.

    So, as an example, we’d say:

    “The price is only $99.95, which is a small amount to invest in your child’s education, wouldn’t you agree?”

    This

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    ay:

    “The price is only $99.95, which is a small amount to invest in your child’s education, wouldn’t you agree?”

    This is still a very useful format, and I continue to recommend it.

    But there is an aspect of it that is even more important, perhaps, than its use in closing sales.

    It is the part about following a negative with a positive. We should do this all the time, in the selling process, and outside of it.

    For example, let’s say you’re trying to strike up a relationship over the phone, and the other person abruptly interrupts you, mid-sentence; that’s pretty negative, right?

    By no means should you allow

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