When I was a rookie salesman with Time-Life Books, I was taught a great principle:

Always follow a negative with a positive.

For example, if a prospect asked, How much is it? wed give a three-step reply:

(1) Wed disclose the price, without hesitation;
(2) Wed immediately follow it with a positive statement, diminishing the starkness and sticker shock in hearing the price, by itself; and
(3) Wed ask for the order, also known as closing the sale.

So, as an example, wed say:

The price is only $99.95, which is a small amount to invest in your childs education, wouldnt you agree?

This is still a very useful format, and I continue to recommend it.

But there is an aspect of it that is even more important, perhaps, than its use in closing sales.

It is the part about following a negative with a positive. We should do this all the time, in the selling process, and outside of it.

For example, lets say youre trying to strike up a relationship over the phone, and the other person abruptly interrupts you, mid-sentence; thats pretty negative, right?

By no means should you allow that to be the way that the conversation concludes.

Instead, listen to the comment and respond with this phrase:

Well, thank you for your courtesy!

Please note, you do NOT want to say it sarcastically. Make it sound upbeat, genuine.

Heres what it will do for you:

(1) The listener will respond with, Youre welcome, and thats nice to hear.
(2) Youll regain control of the conversation, which will make you feel strong and professional.
(3) And youll feel much better about moving on to the next call, while letting the last one gently fall into the past.

Practice following a negative with a positive in your sales talks, and then expand the concept to other communications, personal and professional.

Im sure youll appreciate the difference this makes in your attitude and in your performance.