Book-Marketing Tip of the Day – September 18, 2015

A low-key closing technique is the Negative Yes. Here you simply ask a question, the answer to which is most likely to be no. But every time the person says no it eliminates it as a reason not to buy: Buyer: "I'll think about what we discussed today and call you later." You reply, "OK. But just to clarify something, what is it that you want to think over? Is it the topic of my book? ("No")  Does it have anything to do with the cover design?" ("No") Is the price out of line? The buyer says, "Now that you mention it, the price is a little high." You respond, "I'm glad you brought that up. If we go with a softcover and a larger quantity, I can get the price down significantly." Once you uncover the real reason for not buying your book, provide additional information and ask for the order again.