"I really can't say that what you've shown me, Bob, does anything for me," the prospect stated. "In fact, your choice of colors is nowhere as extensive as your competitor's - who was just in here this morning, by the way."

Bob hated this type of prospect: the type that raises a hundred objections he had to beat down, one after another. And for some reason, the past five months had been filled with them.

"I didn't know you were looking at anyone else," he responded, thinking to himself that this was a ridiculous way to make a living.

"Well, it's what I should do," the prospect said. "And I'll tell you this now, right up-front: Her prices are extremely favorable. I doubt you could beat them."

Here goes, thought Bob. Start knocking them down: "Let's talk about the colors. Our colors are by far ... "

Two hours later, he crawled out of the office with a signed purchase order. Totally exhausted, he got into his car, called the office and read the order.

"Good work," the sales manager said, "but how come he's ordering less than before?"

"The competition has a proposal on the table, and you wouldn't believe what I had to do to get what we did," Bob said. "I'm going back next week to see if I can knock the competitor out of the picture completely."

No one can fault him for his dedication to task. And most salespeople and managers would agree that in the above story, there was nothing else to do but "gut it out."

Bob was so afraid that he was going to lose the client that he was prepared to do just about anything to keep him. He had the guts to spend another two hours butting heads, but he did not have the guts to find out if he really needed to do this.

Picture this alternate scenario: Before he launched into meeting his prospect's every objection, he could have done something very simple. He could have said: "You might not realize what you are telling me. I want to make sure that I have it right. The competition has more colors, their price is good and they were here this morning. I guess it's over for me. When you gave the order to the salesperson this morning, was she excited?"

And then wait for a response from the prospect, no matter how long it takes.

Note: This is not a technique for those with weak knees. In order for it to work, you really have to be prepared to walk out the door and not look back. If you cannot do this, this technique will blow up in your face.

Customers and prospects alike are famous for stating, in so many words, that the other guy can do better for less. In essence, you want to mirror back to them what they just told you and then state (not ask): "You did place the order."

Then, do not speak until you get a response. Either the order has been placed or not. If the order has been placed, more likely than not, it is over for you. If it hasn't, then you deserve to know the reasons why. And when you find out why, you are now learning what you need to do to get the order or keep the order.

Prospects who have given all the indications of being ready to buy but who just resist closing are especially susceptible to having it taken away. When dealing with this type of prospect, you need to be firm: "Bill, you have given every indication that you are ready to buy. But for some reason, you just aren't sharing. You keep stopping short. I think I should leave." Then wait for a response.

Moral: Take it away only if you are prepared to walk out the door. Once you take it away, wait for a response, regardless of how long it takes. Gutting it out will pay off.

Greta Schulz is owner of ProActive Training, a West Palm Beach-based consulting firm. To receive her free e-newsletter, e-mail greta@proactivetraining.biz.