Technical argument vs objections: how counter knowledge becomes a sale

## Technical argument vs objections: how counter knowledge becomes a sale

One Saturday morning in 2014, I was at the showroom in Goiania serving a client who held a necklace and asked, with that slightly suspicious look, whether it was really 925 silver. Behind her, the new seller I had hired three weeks earlier stayed silent. I turned to the client, picked up the piece, showed the 925 stamp engraved on the clasp, talked about the 92.5% silver and 7.5% copper, explained that it darkens because it is real silver, and closed the sale in seven minutes. When the client left, I sat with the seller and asked: why did you not answer? She said: because I did not know. In that moment I understood that technical knowledge is not factory whim. It is sales argument. And it is argument that an untrained seller simply does not have on her tongue. This lesson is about converting what you already learned in the previous ten lessons into sentences that close sales at the counter.