When we talk about psychological manipulation, warfare tactics and head games in selling, there is a very powerful approach the closer can and should use. This method of selling is a phenomenon in itself — one of the strongest closing weapons the master closer possesses; reverse psychology.

The closer can sell significantly more by using reverse psychology. But the closer has to know how it works and how to prepare the customer before using it. To use reverse psychology the closer has to know every other method of closing backwards and forwards. The average salesperson cannot use the reverse psychology method correctly if he doesn't have a solid background in overall closing techniques. (Note: A closer could use reverse psychology once in a while and get away with it. But that same closer couldn't use this method day in and day out because he would start missing too many sales by becoming too negative.)

Reverse psychology works in this manner: Customers are aware that in any sales situation, the closer will give a positive, aggressive sales presentation. The customer is alert and geared for this. By doing the exact opposite, the closer can completely disarm and destroy the customer's finely tuned resistance.

For example: The closer should meet the customer with a positive greeting and assume a nonchalant attitude from that point on. The closer shouldn't be rude or take an “I don't care” attitude, but should act as if it's no big deal if the customer buys or not. The closer should let the customer know that sales are going great, and should act as if he has had a very good day in sales. The closer should explain his product in a simple, relaxed fashion, with an air of satisfaction and contentment. This impression has to be conveyed to the customer, or the reverse psychology method won't work. (The customer has to believe the closer and think he is not really worried about getting a sale.)

The closer should answer the customer's questions calmly, and not seem too eager. The closer should simply be polite, cool and reserved.

What this does to the customer is unbelievable. The customer can't understand this approach and will let his guard down every time, because he is not prepared for such an indifferent attitude from the closer. The customer can't spar with an opponent because the closer is not acting like an opponent. He's not trying to push his product, he's just cool, calm, and content to lose a sale.

So the customer is completely off balance. This makes the customer even more alert and attentive to the presentation because he is trying to find out what is really going on in the closer's mind. The buyer will be far more attentive than if the closer had used any other kind of sales approach.

The customer will start to think that the product is far more special than the closer is letting on, and he will start selling himself

the product. The customer will let his imagination go to work and that's one of the best selling tools ever.

All this goes back to the customer's greed and ego. Customers don't want to miss something good, or something secret that will benefit them. So when the closer acts like it's not the end of the world if the customer doesn't buy, the customer will then become more inquisitive, attentive and aggressive in his attitude.

The reason a closer who does not have a thorough sales closing background can't use reverse psychology every day is this: A closer will see many different types of customers, and if he acts negatively toward everyone, trying to use reverse psychology all the time, he will become negative himself, and genuinely turnoff customers' interest rather than excite them about his product (or service). He will shortcut the customer (not giving the complete sales presentation) or act so reversed in his pitch that the customer thinks the closer truly doesn't care and that the product is really nothing special, and will leave.

To use reverse psychology the master closer has to know when to be positive and aggressive with the customer to get a sale. If a closer doesn't have a well-rounded closing background he won't know when to stop going in reverse or when to accelerate into a close. Reverse psychology is a great weapon, but the closer has to have a solid knowledge of the basics before he can use this special sales closing method.

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