Okay, let’s take off the wraps and get down to business. There is no book on closing sales that will solve all your problems at once. Let’s be honest, And you wouldn’t believe me even if I did claim that there was, would you? Anyway, you don’t want a touchy-feely, book on closing that will make you feel okay about being a loser, do you? I didn’t think so. And, unless I miss my guess, you’re looking for something that will cut thru the bull and give you an edge on your competition, aren’t you?Well, keep reading, because that is the purpose of this book.The world has changed. Cutting through all the clutter and noise vying for the customer’s interest is daunting. Jaded and cynical customers often don’t believe what you’re saying, even when you do manage to get their attention. It’s a tough, competitive world we live in today and it’s getting tougher.But I’ve discovered something that is vital to your survival. It’s a gemstone that will allow you to cut through the bull and focus on what is really important in the art of closing sales. Here it is:The primary building blocks underlying all closing techniques stem from basic principles, not from methods. This fact is the secret that all professional power closers know and use. Lacking the knowledge of the fundamentals, you will consistently resort to relying on slick methods and corny tricks to close sales. Without a working knowledge of the basics of selling, you can’t adapt to the prospect’s problems and concerns that always come up. As a result, you end up trying one method after another, all the while losing confidence or certainty in your abilities.It’s frustrating!If you can’t shift gears when the client does, the tendency is to just push harder with the tools you do have to work with. A well-worn quote by Maslow states this idea clearly: If all you have is a hammer, everything looks like a nail. This proverb is as true today as when it was written in 1966, with one proviso; schoolyard-bullying tactics are always the wrong tool for the job. The fact that you may have closed one deal with this tactic is dangerous. If only because when you start to think that it worked once, your tendency is to use it again. But the reason it doesn’t work consistently is that the method doesn’t align with the basic principles. When you have the right tools, know how to use them and know why they work, you can then keep your methods in line with the fundamental principles of selling. And that’s how to do it the easy way.