The best doctor in the world is the veterinarian. He can’t ask his patients what is the matter-he’s got to just know.

Will Rogers (1879 – 1935)
American Humorist and Showman

The Sales Dentist

      Remember the last time you went to the dentist. You were a little bit scared, and a whole lot apprehensive. But … the receptionist calmed you down a little, the nurse was really nice, so once you got into the chair and the doctor himself came in and started talking to you, you started to feel better still. Then he hits you with the gas! Now all your worries are over and you’re ready for whatever he throws at you.

 

      Making a major purchase is a lot like that. The customer is a bit afraid when you first show up, but after you build a nice rapport with them, and joke around a bit, they start to like you more and more. The more excited they get, the more apt they are to want to do business with you now. Your presentation is the gas!

 

      What happens when you leave the dentist? He just pulled your tooth but you don’t care. The pain is still numb. About an hour later, however, you start to feel that dull ache in the back of your mouth. Another hour goes by and it gets worse. The gas is wearing off!

 

      The customer is excited while you are there. They like you, they love the company, and they covet your product. If you let them off the hook with a “we’ll get back to you next week” line, you’re risking what? That when you call them back …the ether is worn off! They have decided that the money could be better spent elsewhere.

      Don’t let this happen to you! Strike while the iron is hot! Be the sales dentist! Pull that tooth out while your customer is feeling NO PAIN!

 

      How do you create urgency without dropping your pants? Get the customer to admit that he would choose your company even if one of your competitors were lower priced. Because of your name recognition, or unique product line or credible reputation, there’s always a reason for them to buy from YOU, instead of THEM (otherwise, you’re in trouble). Now get them to admit that, ”if ABC company was here today and offering their product for $1000 less, you’d still put my product in, right?”

 

      Remember, this is the time when they are most apt to make an emotional decision. Get the contract now … don’t wait until the GAS wears off.