Next time you’re listening to a sales pitch – or if you are really good, next time you’re giving one – count how many times you hear something along the lines of “When you use …..” or “When we….” versus “If you use….” or “If we…” in relation to the sales pitch.

“When” sets the expectation that you will be going forward with them. “When” gets the brain thinking towards a future where you two are working together. This is known as “Assuming the Close” and it is one of the most powerful things you can do as a salesman.

“If” allows the client to think of a world without you making the sale. “If” gives them other options. “If” shows that you’re not 100% sure that the client can’t live without your product. If you’re not 100% sure, then how can they be?

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