Englishmen are specialised in using TAKEAWAY CLOSING –method (my subjective idea). Use of it is, for some reason pleasant for them or they are simply ahead of us in closing culture. Joking apart, TAKE AWAY –closing is actually the most effective closing method, but use it only after the other five methods fail, especially for difficult customers.

It´s effect is based on utilising negative feelings as a promoter of deals. A buyer is consciously teased with a style:

“This is not for you. You cannot afford this etc.”

TAKE AWAY –method is only based on taking away something and frightening someone with it ― to shake their mind. I ask you to compare the matter with a big sweet bag given to a child. What happens, when you rudely take a sweet bag away when a child is just about to open it, and say that you have not been kind enough? You are not going to get a sweet bag, and it will not be discussed. Just right. Shouting starts and a desire to get sweets doubles, triples even quadruples. The desire grows and sense decreases. Customer can be manipulated.

As we stated already in the FEAR OF LOSING -part, fear and hatred are the strongest emotions of a human. Do you know how to utilise them? Use them as a revolver? DEMANDAs we notice, when art is made from selling, the professional demands of the seller grows.


A) You present our 100 % mortgage and sell it to your customer Mark like this:

“Well, Mark. Here is our loan offer. Loan amount of 155,000 € with a fixed interest of 3.75 percent, in which the real estate found by you goes as a loan security of 75 percent and the remaining twenty five 25 percent of loan security can be arranged to the real estate as guarantee of an insurance company, but that I still have to check from my superior”.

At this state you leave the table to meet your superior (or/and kick a box behind a corner for a couple of minutes) and return to the negotiation table with unpleasant news:

“Mark, I have a some bad news. 100% loan is already removed from our product range because of a sudden change in the general economic situation, (TAKEAWAY) and obviously it is this way with mortgages in every bank.”

Now customer Mark experiences strong feelings of disappointment, because he had already made a decision on taking the loan, but wanted to negotiate the interest to a lower level. In reality the seller has taken the rug from under his feet and controls the situation strongly. The customer is now quite a ripe fruit to be picked ― at the best interest rate, if he only gets financing, he wants to buy!

TAKEAWAY CLOSING –method works also when selling a mortgage, when a customer could be compared to a big, tired salmon, which floats on it’s side towards the boat, however concentrating on the last twitch, which would break the line.

Due to the situation, the seller continues intensifying the method with a new strong IF I COULD, YOU WOULD, WOULDN´T YOU, MARK –hook iron, with which the tired, big salmon is hooked to the boat permanently.

Markku Tauriainen Finland

HOOK IRON -METHOD – If I could, you would, wouldn´t you? – the strongest easiest way to close deals – that I will tell you in the next chapter of Inspire Me – stay tuned =)


The Fear Of Losing

cráneoUnfortunately, THE FEAR OF LOSING in other words the fear of losing a deal creeps into the mind of even the most experienced seller. Hatred, love and fear are the strongest feelings of human. That´s why you can begin to feel the fear of losing a deal in your subconscious. It is difficult to understand and to deal with, but it is true.

So now we must deal with FEAR OF LOSING –concept after these four ace–closing methods. This way the fear is removed from the equation at least for a moment.

As a seller you have to listen to and deal with customers objections from one day to another. Your subconscious enters grinding mode, which tries to explain to you that you cannot sell to everyone, that deals simply cannot be made always, or what?

The seller´s sword is his mouth and ears. Ears are more of a sword and a mouth is just a dagger. You have no strength to be energetic, only deal making, gushing volcano in other words a closer from day and year after another. Why not?

I tell you. Because you yet haven´t reached a level, in which your inner discipline and suggestion is able to control your doing. Neither you are able to make permanent bonds with your subconscious. Your mind becomes tired and your thoughts keep running for a vacation. Quite inevitably.

Everything possible‐rubbish attached to thoughts with feelings creeps in to your thoughts and in to your tired soul, as I told you in previous part. You have to deal with your customers objections as realised FLASH BACK –truth. You begin to buy dirty pants from your customer. So, who is now selling? You or the customer?

After this you fret and swear, that you will act differently with your next customer. But in reality, you are already on the weak-thin-ice and in your stomach ― in your soul ― lives the strongest of feelings: THE FEAR OF LOSING in other words the fear of losing a deal.

And once fear is in your stomach, in your soul or in your shirt, your customer senses it. A potential buyer experiences that you are not too excited nor genuinely interested about him. You are not able to sell to him, then the deal is left undone.

Is it possible to heal from this disease, can virus be avoided? Yes it Can ― when disease is observed, then it could be treated ― I will tell You a story about it : )

INSPIRE ME - Inspire Yourself!3RD PARTY STORY I have had a virus disease called FEAR OF LOSING often since 1970s when I began my seller´s career as a 10 years old small boy by selling Christmas cards from door to door. I was afraid to push the doorbell, because an angry person may appear to the door instead of a sweet home genius.

THE FEAR OF LOSING in other words the fear of losing a deal lived in my thoughts already then. I have healed from it several times, but unfortunately permanent vaccine to it does not exist and you have to wriggle out of it again and again. How is the seller´s sword sharpened then? The way has been known already thousands of years.

“As Iron Sharpens Iron ― So One Person Sharpens Another”

(Provebs 27:17)

So another seller sharpens another and his know-how. As well as iron sharpens iron. That´s what we are doing here right now, teaching you to move forward in your career. At the same time I put my home, my temple in condition in other words clean my brain crystal clear. The President teachers of Kekkonen and Ahtisaari would say that a man learns best by teaching another. The latter, Martti Ahtisaari, former president of Finland (1994-2000) has learned the lesson well ― He got the Nobel Peace Prize 2008. He has taught peace.We are forced to return to this FEAR OF LOSING –virus concept later on, because fear of losing a deal requires further studies on the way to the stars.

THE FEAR OF LOSING in other words fear of losing a deal is an emotional state of the subconscious commanding the sellers´ thoughts, which affects on everyday reality in selling as a visible and appearing uncertainty. The feeling state can in the worst case destroy a sellers courage momentarily, if he does not immediately get help, support and right kind of understanding. It can be disastrous if and when a seller has set hard financial goals and falls behind from them everyday. This kind of situation is heading to the rocks which is unavoidable in practice, because neither organisation nor a seller were ready for real trials. Too big and wrongly set objectives create hopelessness. If there is no hope, there is no life.

Markku Tauriainen FinlandHave no fear!

Markku Tauriainen


Markku RunningThe fastest deal of my life is from 1989 (by the way, this is 3RD). It clinched in four minutes.

The contract price was about 25,000 euros converted into a present money. I made the deal in www.katinkulta.fi holiday resort.

Two couples strutted in from the door of our sales deck (onsite-office). They said that had been on a week´s test holiday in Katinkulta. They asked my sales secretary, when they were returning keys that they want to have brochures which I have refused to give.

I introduced myself and politely asked the couples to sit down at the table for four minutes, so that I could quickly present all the advantages of the holiday-share system to them. I did PACT. The holiday village was already familiar to them, they had just been on a test holiday. At my request the more interested couple promised and wanted to listen for four minutes…

I set my stopwatch. Pressed on with a strong presentation, which I had drawn upside down on paper. I asked a couple of important questions, looked at my watch once and warned the time to be ending soon. I printed my order in form of a deed and asked the couple to sign the order.

I did not give more time, but had to remove one loose tax objection for the same price. Then I stretched out my hand and wished the couple welcome as new shareholders of Katinkulta. The fastest deal of my live had been created.

Even I was a little scared, that it came so easily. But I was prepared and I was ready to make a deal as soon as possible. I was also prepared for this outcome from training 150 sellers and reiterating to them daily that presentations are not needed if you are courageous and ask for a customer to buy. If trust is created, a deal bangs to the table, for sure. I wanted to show, that deals can be done without extra fuss by asking for a deal as soon as it´s possible.

The slowest deal of my life is from the same year 1989 without drinking and eating. I made also that one in Katinkulta. Seven hours had elapsed with two couples from Muhos (Miss Universum 1952, Armi Kuusela is from Muhos), when I began to demand from the men that:

“Who is about to buy here?”

The women of the couples took a step forward saying:

“We are buying!”

I had straightened and assumed. Extremely educational case.

Markku Tauriainen FinlandASK DEAL CLOSING – You have to be ready to use this method always when there is a customer in front of your face or on line. It is natural to make deals, but deals are not made without asking. You have to ask for a deal without a break! The sooner you ask the better. Please ask for a deal as soon as you can!


Inner diamondAsk for a Deal –method is making of sales and deciding deals immediately from the first breath when it is used right way. So no unnecessary chat nor small talk –discussion. On the contrary. Go directly to the matter by throwing seed into the ready ploughed field. Deal asking from the customer without a break.

Next I give you examples of the use of ASK DEAL CLOSING –method. In the first one, you are the best car dealer in the village. You shake hands with a customer and welcome him to your shop. You make a strong eye contact. You are present for your customer and, You are ready for a selling and presenting session. You are fresh, showered and have already been to the gym in the morning on the way to work. You have read The Times and you have had a healthy breakfast and polished your shoes. The tie is straight and aerials are up. You are in a good sales mood and self–assurance radiates from you. (I tell more about the external essence of a seller later on this book).

This way you are prepared to ask for a deal immediately when the first opportunity comes. Then ask the customer for the deal

A) You greet your customer immediately at the door, show the way to a new car and state:

”Larry, here is your new, Audi Quattro. Do you want to go for a test drive or do we sign papers immediately?”

Or alternatively:B) You greet your customer immediately at the door, show the way to a new car and state:

“Larry, here is your new, Audi Quattro. Do we immediately start to go through the equipment of your Audi and order, so that we get to make the order as soon as possible?”

Customer Larry most probably wants to go for a test drive but gets surprised immediately. Even though he might be interested in making a deal at once. A deal is worth asking for and has to be asked.

C) You greet your customer already at the door with an alternative arrangement of a question and inquire following incidentally:

“Good morning! New arrivals and season offers are found upstairs, but may I ask you for my curiosity, that have you come to look for 1) trousers or for 2) a shirt or 3) something comfortable and new to wear for yourself?

Most probably a customer is pleased to answer, what he has come to look for, to which you propose:

“This week we have a great offer on trousers. Would you take two or three pairs?”

The cardinal blunder would be to ask:

“Can I help you?”

Please do not act this way as a clothes seller ― or do you?

It has been examined and perceived in The United States already in 1950s that people answer reflexively to an open question “May I help you?” in a similar situation that “no, no thanks” or something similar with certainty of 69–90%. It is a question about natural care behaviour on foreign soil with an unfamiliar person. People are afraid to buy something wrong or unsuitable for them too easily, when they go shopping. It is also much more sensible for a customer to keep the control to himself, because he already knows, what he is looking or searching for.

In this kind of “BREAK THE ICE“ the situation is broken by asking a deal. A professional closer is also always ready to ask for a deal, because the easier the deal is done, the easier it is for both parties. And your task is to facilitate the customer to buy ― isn´t it?

A customer who steps in from the door has always a desire to buy something. Otherwise he does not come in to a shop. Believe it or not, but a deal may happen even in four minutes. Just like the fastest deal of my life did.

ASK ALWAYS A DEAL – from the very beginning! It might clinch in… four or five minutes!

Markku Tauriainen Finland

That I will tell you in the next chapter!

Markku Tauriainen, Finland


Present a product or a service to your customer. Tell him the advantages and benefits of the product or service. When you have achieved the pricing and given an especially good oral offer to your customer, YOU BEGIN TO FILL IN THE ORDER FORM.

Stay cool, start to fill out the order form. This is ORDER CLOSING –method in action. You can intensify it by asking your customer his name and address with an alternative question, like I do in my following example:

My example takes place in the situation, where hairdresser´s products are sold. In which the representative has arrived to hairdresser´s and passed to Order Closing –stage, in which the owner Maria gives buying signals by nodding eagerly in the situation. Step into representative´s boots. You are selling new series of shampoo and conditioner by Wella.


A) You praise Your customer´s shop and the co-operation done by you by repeating her previous purchases and sales:

“Maria, Our products have worked well in your shop and your customers have been satisfied with Wella products. I see it from these buying numbers of yours and I don´t doubt even for a moment that our new product series will sell as the earlier campaigns have.”

B) You begin to fill in the order form by asking easy things with a simple, assured way:

“Maria, was the name of your hairdresser´s shop written Salon Maria or Saloon Maria? With one O-letter?”

Wait as long as the customer participates in the discussion and says herself that salon is the right way to write. Acting this way the customer gets activated and as a matter of fact starts to close herself by talking. If you still feel like that momentum is still a bit cool, you make sure that…

“Maria, was the billing address of Salon Paula the same as it was earlier? Station Street 12, or?”

Again wait as long as the customer participates for sure in the discussion and confirms the fact. By acting this way, the customer activates more and begins to prepare herself for making an order.

The customer is about to order the basic set of 50 pieces, but C) you secure the order by offering a bigger amount:

“Maria, the recommended pack is 50 pieces of each unit, but do I remember that you ordered 50 or 80 pieces of each product in two deliveries, in which the amount of products delivered later is 40 percent in the size of the whole delivery?”

WAIT UNTIL the customer says the amount and delivery time. You have pushed her to the business and you were ready to hit additional sales, by testing the ice with a stick. However, in reality you make sure that the deal comes with at least in size of 50 pieces according to the expectations.


Order Closing –method is at its most efficient when it is used as a simple, easy working tool, which is as natural as if you would ask from a customer whether he wants his coffee black or with milk. So you´re not actually making sales, but you suppose that the customer orders and you begin to fill in the order form. However, make this a good way, as the examples mentioned above guide you to. In this method it is important to give easy, alternative choice situations ― “labels” ― from which the customers can choose from.

Order Closing –method is the most efficient and the easiest way to decide, in other words to close deals. A donkey sure method. Use it.

TO YOURS OR TO MY PLACE? ― Can closing deals be any easier? As a matter of fact it can! …answer is in the next chapter =)


3rd Party Closing3rd PARTY STORIES CLOSING

Once one 75 year old man came to my holiday share presentation with his new spouse. Summer was at it´s most beautiful so I met him with joy.

When we were having coffee, I asked if he had some philosophy of life to be shared with younger people. He told me enthusiastically from his seat, with a twinkle in his eyes, lifting his glasses and artificial teeth clattering a little:

“Do you know, Markku, that a man is often quite impatient. He passes even through a grey stone, even though there are at least nine other solutions usually found to the matter. It is just important to understand to take one step back and to think for a moment. So matters are settled on their own. By acting this way, problems end and they become tasks to be solved. There it is, the whole philosophy of life. That we have problems to solve. And soul becomes clear on the way.”

I took the man’s words to my heart and have shared them with many since. No one has never begun to argue about the matter with me and no one has questioned the existence of that man in my story either (he is an actual person).

Why is argument not created? Do you already know the answer? Third party stories!


A story presented from the mouth of a third party cuts like a hot knife into butter ― Always! You can influence your customer and manipulate his objections, thoughts and his buying behaviour as much as you want to, if you only remember to use third party stories.

It is a totally different matter to talk with a third party´s mouth than to continue selling arguments on your own at the table. When you “foam at the mouth”, a customer always doubts your message, even thought he does not tell you.

Once I had a customer from Helsinki, who was in a similar situation and said, that he never buys anything from a first sitting (objection). However after having examined matters we came to that result, that it was better for him to make the decision now when he had seen the holiday–apartments from inside and had analysed with me the advantages and benefits, which incur from our product and had gone through my price offer with it´s terms of payment. The solution was also supported by that essential point, that payment suited his wallet and I was able to organise a payment protection for three months for him.

The man from Helsinki ended up making a deal at same sitting also because of the fact that he wanted to continue his holiday with his family without worrying about things anymore.

We agreed that if necessary, we will still return to the matter at the end of the following month, but deal was done with him.



INSPIRE ME - Inspire Yourself!3rd PARTY STORIES CLOSING in other words a story told by a third party, is one of the most efficient closing–methods on Planet Earth. You can change all your positive sales experiences to 3RD–stories to your next customer meetings. Acting this way you take a leap forward in your career as a closer and start the serious action.

The repetition is the mother of studies, so I end my story with a 3RD, in which you are in main role. You just read a piece of a 3RD–story, with which you handle your future customer´s objection, which is: ”We definitely cannot decide anything this suddenly!” …with these particular word answered my colleagues customer from Helsinki.

You take a story told by me to a productive use ― you recycle it to your customer as a 3RD–story.

YOU ANSWER: “Exactly, I totally agree with you”, and then you add the Trial Closing part to the beginning to return control. And the rest goes with the flow, because this year you are after sales worth a million euros more, aren´t you?


Assume Closing smallAssume that a customer has already bought from you (that he is already the owner). Always present your product or service like your customer was already the owner of the product or service sold.

The ears of your customer become big like elephants´ when you act this way. Especially if you remember to use ASSUME CLOSING –method for more than five times during your selling presentation. Always use it correctly and possibly even strengthened with TAKEAWAY CLOSING –method (I tell about it later in own part).

The most effective way to use ASSUME CLOSING –method is to wait for the customer to ask something about the product or service he is interested in. A customer is rewarded with Assume Closing –method, when he experiences the pleasure and ecstasy in the advantage of owning.

How do you understand Assume Closing –method correctly? For example, try to think that you are bird hunting and looking for a catch from branches of trees. Suddenly you notice a fat black grouse high above your head. What do you do? Of course, you aim and pull the trigger!

Customers buying signal ― in other words a question about a product or service ― is the Catch and Assume Closing –method is your input. In next part I tell how it works.


A customer Larry gives a buying signal by asking:

“Is it possible to get Audi Quattro-hoops as extra equipment to this car?”

React this way:

A) Be genuinely excited about customer´s question. Always strengthen and praise all the thoughts of your customer during the selling conversation ― from beginning until the end. Give confession to them and suppose that he already owns the product sold by you. This way:

“Larry, that was a good question. As the owner of an Audi Quattro your car is serviced and equipped with, and only with original Audi Quattro parts, which have been designed to add to your driving pleasure, and to last as long as possible…”

Strengthen the value of the product sold by you by telling about the owner´s advantages with Assume Closing.
B) Praise your customer more and strengthen his interest for the product sold by you:

“Larry, this question of winter tyres was really good to bring up. I would not have remembered that as the new owner of an Audi Quattro you also have the right to free storage of summer tyres in the Audi Quattro owners’ warehouse. When the Audi Quattro tyres and hoops are listed on the new owner’s delivery schedule, it is absolutely a good decision in your opinion, isn´t it?”

In the end you praise your customer´s choice and take control of the sales discusion with Assume Closing ― just like you were assuming that the customer has already made the decision to order and only details of the order are now gone through.

ASSUME CLOSING – is an especially efficient selling tool, once you know how to use it!


Assume Closing stimulates the pleasure centre of the brain, in which all the feeling based matters live. One sales expert stated here once that a customer can catch chocolate, beer and sex from there. A new car and driving it belongs to the emotional experiences which leave a strong engram. They live in that important brain area, where deals are decided. All the decisions are made with a feeling.

A legendary Italian Ferrari seller blurted out this way about the matter in New York: “The price is only state of mind”.

MOST IMPORTANT – is to use ASSUME CLOSING –method whenever an interested customer asks something about a product or about a service to be sold. It is a strong tool ― use it always and everywhere!