This is how it works. Take a piece of paper and draw a line down the center. Now, let’s write down all the reasons in favor of making this purchase decision on the left hand side.” You then start listing off all the benefits and advantages of your product or service. “ Remember we talked about this? And remember we talked about that? And we talked about this, and it does this, and it does that. And you have this and it includes this, and so on.” You have the prospect write down every single buying reason you can think of. You restate all the good reasons for buying you product. And then you ask, “Is that everything, Mr. Prospect?” “Can you think of anything else?” The prospect will eventually say, “No, I think that’s everything.” You then say, “Okay. Now, you fill out the other side.” And you hand him the pad of paper and the pen.