Book-Marketing Tip of the Day – June 7, 2018

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 my thinking, what is it that you want to think over? Is it the topic of my book? ("No").  Is the price out of line? ("No"). Does it have anything to do with the cover design?" The buyer cuts in with, "Now that you mention it, I'm not sure your cover will attract much interest." You respond, "That's interesting. What is it about the cover that could cause that?" Once you uncover the real reason for not buying your book, provide additional information and ask for the order again.