Take Control
Lead the sale without being aggressive
Customers expect guidance, not hesitation.
Clear direction moves decisions forward.
Taking control means guiding the conversation, handling objections directly, and clearly proposing next steps. It is not dominance, but leadership. Customers often rely on the salesperson to structure decisions.
The Mental Model
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Set the Agenda
Clarify why the discussion matters. -
Address Resistance
Don’t avoid objections or pricing concerns. -
Propose Next Steps
Make progress easy and clear. -
Secure Commitment
Confirm agreement before closing.
A Worked Example
Suresh reframes a discount request into a pilot program with clear success metrics, keeping value intact.
When to Apply
- Negotiations stall
- Meetings lack direction
- Follow-ups keep slipping
When Not to Apply
- Early rapport is missing
- The customer feels pressured
- Authority is unclear
Try This Once
End your next meeting with a clear next step and owner.