David Krueger, MD

NeuroMarketing Bonus Report

CLOSINGThe Psychology of

NeuroMarketing The Psychology of Closing

Bonus Report

by David Krueger, MD

This book is part of the NeuroMarketing series by David Krueger, MD and VanBuren Publishing. It is designed to

help you increase your business through evidence-based and brain-based strategies and concepts that you

can put into practice each day.

Check out the entire series at:

http://VanBurenPublishing.com/series-neuromarketing

This book is copyright © 2019 by David Krueger, MD and Van Buren Publishing. All Rights Reserved.

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Four questions to consider. Each is a yes or no. Jot down your immediate answers next to the questions on your Outline.

1. Do you earn your living by offering others goods or services? 2. Do you work for yourself or run your own operation, even if part-

time? 3. Does your work require elastic skills – the ability to do a variety of

different functions throughout the day? 4. Do you work in education, training, human resources, or

healthcare?

If you answer yes to any one of these four questions, you are in sales and service. If you’re a doctor, attorney, accountant, consultant, coach, or business professional, you’re in sales and service. To deliver a fantastic experience to your prospects is the best sales strategy there is.

Introduction

Convert Objections Into Commitments If someone has an objection, rather than counter, ignore, or circumvent it, find out specifically what it is. An objection equates to getting more information. The best sales people average five objections before a conversion. And be sure that an objection is not the projective voice of the seller.

An objection is a question in disguise. An objection provides an opportunity to:

• Hear the primary concern (it crystallizes it) so it can be addressed and reframed.

• Understand the person’s belief/fear. • Listen to the real question.

Objections are signposts, your resources. A mistake is to fight the objection. The key to influence is to align with the person, to get inside the circle with them. In spite of the fear, will the benefit be greater in doing it? If the answer is yes in their gut, they will proceed.

The best way to respond to an objection is to take each objection and interpret it as a question. Rather than a reason for not buying, hear it as a request more information.

“I can’t afford it.” Reframed: Please show me how I can afford it so it is worth it.

“I have to talk it over with someone else.” Reframed: Please give me enough reasons I can go ahead and buy it without having to check and get someone else’s opinion.

Welcome an objection because it is information and a stepping-stone to success. Treat an objection as powerful and important. Perhaps even compliment the objection as a good question, because it allows both sides to think about it and consider it.

Some considerations to convert objections into commitments:

1. Don’t engage the objection by countering it. Focus directs attention.

2. Hear them out. 3. Feed it back as a question. It puts the objection back to the

questioner to examine and then explain. Often when someone tries to explain an objection they will withdraw it.

4. Get more information. Is it the real objection? 5. Align with the prospect to collaborate. In a collaboration you’re

on the same side. Both are in the circle. If you fight an objection, it will limit you. Instead of countering the question or the objection, align with it. “I appreciate/respect how you feel about that. It is an expensive investment.”

6. Turn the objection into a question. Reframe. Questions are the genesis of focus.

7. You can’t answer an objection, but you can answer a question. a. “It seems the real question is, can you get enough value to

justify buying?” b. “It sounds like your concern is how can you get benefits

now?” 8. Focus on the benefit rather than the concern. For example, if

there is an issue with expense, reframe it, brag about it, and do it upfront.

9. Assume the sale. The best persuaders assume the sale. Congratulate them on a wise decision. Do not thank them for the sale. The congratulations focuses on a wise decision.

The Psychology of Closing This is the point that both the salesperson and the prospect may hate the most. Do the close as quickly and as painlessly as possible.

A man had a painful tooth that he knew needed to be extracted. He called his dentist, whose patient he had been for a long time and the two knew each other quite well. He asked how much the dentist would charge him to extract a tooth, and how long would it take. The dentist replied, “I’ll charge you $185, and it will take only a minute.”

The man responded, “Only a minute. That’s a lot of money for just a minute.”

The dentist responded, “If time is an issue, I can take as long as you want.”

Have your closings planned in advance, word for word. But sound natural and spontaneous, like you’re talking, not like reading a script.

Major requirements for closing:

• Engage a positive, enthusiastic mindset. • Clarify the client’s requirements. • Help the client understand what you are offering. • Facilitate rapport, friendship, and trust. • Focus on the benefit the client will get. • Match the product or service to the prospect.

Remember these four aspects: Prospects must…

1. want it. 2. need it. 3. afford it. 4. use it.

Closing strategies:

• Never tell a prospect that he or she is wrong. People convinced against their will are of the same opinion still.

• Go with the objection, indicating it is a valid concern. Then engage in the message.

• Get third party proof: someone else who had a similar objection saying how it worked and how glad they are of a purchase.

• Don’t knock the competition. Sell the value and benefits of your product. • Don’t engage in personal issues with the client. • Don’t assume authority you don’t have—promises you can’t keep are

overselling. • Avoid having negative expectations, such as deciding that the person will

not buy.

Remember: The hero is the person, place, product, or brand that enables someone to feel the change your story promises. How can you make your client the hero of his or her story?

Make it Easy and Create a Future

Create a relationship that lasts through the years. The most important part of the engagement is to give more than expected, and to generate an ongoing relationship.

To prevent buyer’s remorse, use future pacing. Future pace every time someone purchases. Have buyers imagine ways they will use the product or service in the future. A year from now, what will you be doing with this training that will make you glad you done it? Link something present to your product.

For example, I build into my training of Mentor Coaches a quarterly mentor group and white paper, free attendance at some of my teleseminars and a registry for referrals. For corporate mentoring programs, after the training, I include a monthly mentor group and a teleconference for 12 months, each around a specific continued learning topic.

Give them a reason to buy (their reason, not yours) that is both emotional and logical. People will put off buying if they can, so build units of conviction.

Make it fun. Laugh. Change states. If you’re not having fun, you’re not doing it right.

Strategies of Top Sellers: A Summary 1. Affect your own emotional state. Reset after the last experience. A number

one 2. Quality. Prepare yourself physically and emotionally. 3. Qualify prospects. Find their deepest needs–the core emotional need that

drives the person–the challenge or pain point – then teach them how to get it through what you offer.

4. Manage the prospect's state. 5. Give prospects a way to justify buying to satisfy a need. 6. Remain flexible. The person most flexible controls the situation. To be

successful: • Know the outcome. • Take action. • Know what getting closer and what getting further away looks

like. • Change your approach until you get what will benefit the

prospect. 7. Become a team player. Consistently attune to the prospect’s needs: Is

there more value than the concern they bring? Create and sustain interest. Build trust and rapport continuously.

About the Author

David Krueger, M.D. is an Executive Mentor Coach, and CEO of MentorPath®, an executive coaching, training, publishing, and wellness firm. His work integrates psychology and neuroscience with strategic coaching to help executives and professionals write the next chapter of their life or business stories.

Author of 24 trade and professional books on success, wellness, money, and self-development, and 75 scientific papers, his last two books released in 2019:

• Engaging the Ineffable: Toward Mindfulness and Meaning (Paragon House)

• Your New Money Story: The Beliefs, Behaviors, and Brain Science to Rewire for Wealth (Rowman & Littlefield, New York/London)

• The Secret Language of Money (McGraw Hill) is a Business Bestseller translated into 10 languages.

Founder and Director of his own Licensed, Specialty-Certified New Life Story® Wellness Coaching, and New Money Story® Mentor Training, he has trained professionals worldwide, and develops internal mentor programs for corporations.

David believes that Stories are how we understand, how we remember. And how we learn...that our experiences are always consistent with our assumptions. He teaches that each moment we actively construct what we think, feel, and experience. As a Mentor Coach for you, David Krueger is a valuable source of knowledge and experience to help you succeed.

More information at www.MentorPath.com

Ask Yourself These Questions… Do you have significant expertise and credentials but not enough clients?

Do you have difficulty converting people who need your services into paying clients?

Do you need a system that consistently brings in more clients to your professional practice?

Do you know the neuroscience behind successful selling? And closing?

Do you know the #1 reason people buy products or services?

David Krueger will guide you to immensely increase your business success in elegantly professional ways (non-salesy selling) that will enhance your executive presence.

Get the entire NeuroMarketing series:

http://vanburenpublishing.com/series-neuromarketing

NeuroMarketing Dr. David Krueger Presents…