The only way to change someone’s mind

“Getting a prospect to admit their “mistake” borders on the impossible. All you’ll do is irritate or antagonize your prospect. That is not the way to persuade them to buy from you.… No, the prospect won’t change their mind, but they will be delighted to make a new decision, based on new information,” writes Zig Ziglar in Secrets of Closing the Sale

“Many times these prospects who initially say no are actually saying, ‘Tell me more. Give me more information. Make me feel secure that a yes decision is the right decision. In short, make it easier for me to buy.’ Your job as a salesperson is to do exactly that—make it easier for the prospect to buy.”

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