How to be a Professional Salesperson.©
Free Sales Training Video Series – The puppy dog close.
The puppy dog close
Car dealers and smart B2B companies have learned how to use this strategy and make a lot of money from it. Briefly, the idea is to let your prospect get emotionally attached to your product the way a pet store lets you take home the little puppy for a “few days”, knowing it will never come back. A new car dealer knows he has a high probably of their cars never coming back once you get the feel behind the wheel, smell that new leather, take the family for a ride and park it in your garage.
When we were selling memory boards at EMC for production computer systems, our first goal of moving the sale forward was to get an “eval.” An evaluation was essential to the sale because it was a huge commitment for the prospect to bring down their system, install the new board(s) and bring the system back up. Adding computer memory to these systems, most of the time, enabled them to them process faster so users didn’t have to wait for a response after typing something. Seems a bit dated now, but in the 80’s and early 1990’s it was very big deal. The good news was that the memory did improve performance most of the time. So, the boards never came out and we usually got the sale.
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