'Based on what we've discussed here Mr Customer can I assume that you'd like to go ahead....?' [buy/get started/or whatever version you use] and the customer......
.....says something other than yes.
They may say one or more of many things [I wanna think about it, not ready, blah blah blah]
Do not make the mistake of trying handle this [thing they said] because it is most likely not true [well not the REAL truth]
You see, at the point of you trying to close, and the customer not being totally convinced, they will come out with almost anything...other than the real reason.
So many sales people start handling whatever it was the customer said.....and it turns out [not that the salesperson will ever know] that the customer is not telling you the real reason for not going ahead.
So....what are you going to say to them?
You have practised handling their objections beforehand...haven't you?
NO? REALLY? So you're not a pro then?
Imagine a brain surgeon not practising what to do in the event of a major bleed during surgery.
Look at the image below: It will help you understand. The apple analogy prompts you to take a bite out of the apple [supposed objection] in order to reveal the core [the real objection]...
There are various techniques...like....taking several nibbles of the Apple...or [my preferred method] just take one REALLY BIG bite...by using the correct words.