The Key Issue

"Find the most vulnerable point, the key issue, and then stick to it."

How can you get at the key issue? Encourage your prospects to talk. As soon as they give you four or five reasons why they won't buy, and you try to argue each one, you aren't going to sell them.

If you just get them to keep on talking, they will help you sell them. Why? Because they will pick out of these four or five things, the one thing that is the most important, and stick to it.

Sometimes, you don't have to say a word. When they get through, come back to that one point. Usually, that's the true one.

The most effective method we know for uncovering the true objection is to use these two questions:

1. Why? and 2. In addition to that, isn't there . . .?

You might want to keep a record of objections raised by prospects, noting how often the initial objection is the real objection. You'll get better at determining which objections are the real ones and which objections just sound good.

Once you've identified the key issue, target it! Never try to cover too many points; don't obscure the main issue. Target the bulls-eye!

The Key Issue

• Find the basic need.
• Find the main point of interest.
• Find the most vulnerable spot.
• Use "Why?"
• Use "In addition to that . . ."

When you identify the key issue -- stick to it!