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 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 that to be the way that the conversation concludes.
Instead, listen to the comment and respond with this phrase:
“Well, thank you for your courtesy!”
Please note, you do NOT want to say it sarcastically. Make it sound upbeat, genuine.
Here’s what it will do for you:
(1) The listener will respond with, “You’re welcome,” and that’s nice to hear.
(2) You’ll regain control of the conversation, which will make you feel strong and professional.
(3) And you’ll feel much better about moving on to the next call, while letting the last one gently fall into the past.
Practice following a negative with a positive in your sales talks, and then expand the concept to other communications, personal and professional.
I’m sure you’ll appreciate the difference this makes in your attitude and in your performance.
Dr. Gary S. Goodman, President of Customersatisfaction.com, is a popular keynote speaker, management consultant, and seminar leader and the best-selling author of 12 books, including Reach Out & Sell Someone® and Monitoring, Measuring & Managing Customer Service. He is a frequent guest on radio and television, worldwide. A Ph.D. from USC's Annenberg School, Gary offers programs through UCLA Extension and numerous universities, trade associations, and other organizations in the United States and abroad. He is headquartered in Glendale, California, and he can be reached at (818) 243-7338 or at: gary@customersatisfaction.com.
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