When you ask a top salesman how he closes business, he'll probably scratch his head and be unable to give you a precise answer. We guarantee that his presentation was so rock solid that there was probably no need to close the sale.

Too many times, sellers separate the call into  a) the presentation and b) the close. When this happens, the seller automatically associates the closing segment as something rather unpleasant. He has to wrestle the prospect for a decision and more often than not, he gets a "no".

The "close" is then thought of as the stage to be feared.

In the book you will learn that:

"Closing the sale starts at the beginning of the call, not at the end!"