Have you ever given an excellent presentation and presented the price on your beautifully designed proposal form, only to have them say, “You’ve done a terrific job here and are certainly the most professional person we’ve ever had come to our home. The Missus and I have it on our calendars to consolidate our information and make our decision tomorrow night, and we’re 90% certain we’re going to go with you. This all looks good. What time do you get into work in the morning”?
Those are almost the most disheartening words a salesman can hear. You’re 90% of the way toward getting the job, but you don’t have it yet — and 90% of a sale is actually no sale, isn’t it?