In the presentation, you lead your prospect step by step through the successive stages of conviction to the point of desire. Right there is where the order is yours for the taking. But to get it you’ve got to take it.

There’s no secret about being able to tell when your prospect feels kindly towards your proposition. Watch the prospect closely. And the minute they begin to sway your way you can tell it just as surely as you can feel heat and cold upon your body. And that minute is the right time to try to take the order.

Stop selling and start closing.