man 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