[Sidenote:  Making the Touch Down]

Of course, as you have been reminded, even the best salesman cannot get all the orders he tries to secure. But he seldom fails to “close” a real prospect whom he has conducted successfully through the preliminary steps of a sale. Each advance he makes increases his confidence that he will get the order.  The master salesman does not falter and fall down just before the finish.  He is at the top of his strength as he nears the goal.  All his training and practice have had but one ultimate object—­a successfully completed sale.  He knows that nothing else counts.  He does not lose the ball on the one-yard line.  He pushes it over for a touchdown.  He cannot be held back when he gets that close to the goal posts.  You must be like him if you would make the “almost sure” victory a certainty.

[Sidenote:  Don’t Fear To Take Success]

Perhaps the commonest cause of the failures that occur at the closing stage is the salesman’s fear of bringing the selling process to a head.  He is in doubt whether the prospect will say “Yes” or “No.”  His lack of courageous confidence makes him falter when he should bravely put his fortune to the test of decision.  He does not “strike while the iron is hot,” but hesitates until the prospect’s desire cools.  Many an applicant for a position has talked an employer into the idea of engaging his services, and then has gone right on talking until he changed the other man’s mind.  He is the worst of all failures.  Though he has won the prize, he lets it slip through his fingers because he lacks the nerve to tighten his hold.

[Sidenote:  Keep Control At the Close]

Doubt and timidity at the closing stage, after the earlier steps have been taken successfully, are paradoxes.  Surely each preliminary advance the salesman makes should add to his confidence that he can complete the sale.  His proved ability to handle objections and to overcome resistance should have developed all the courage he needs to finish the selling process.  Closing requires less bravery and staunch faith than one must have when making his approach.  Now he knows his man, and that this prospect’s mind and heart can be favorably influenced by salesmanship.  Is it not a contradiction of good sense to weaken at the finish instead of pressing the advantages already gained and crowning the previous work with ultimate success?  Yet there are salesmen who seem so afraid of hearing a possible “No” that they dare not prompt an almost certain “Yes.”

When you have presented to your prospective employer a thoroughly good case for yourself, do not slow down or stop the selling process.  Especially avoid letting him take the reins.  Thus far you have controlled the sale. Keep final developments in your own hands. Go ahead.  Smile.  Be and appear entirely at ease.  Look the other man in the eye.  Ask him, “When