Many products have what might be thought of as an Achilles heel. In other words, the product is vulnerable, or appears to be vulnerable, in one or more areas. Negotiate a win-win solution to the tough points before you attempt to close the sale. Such factors can lose the sale if you ignore them. The close should be a positive phase of the sales presentation. This is not the time to deal with a controversial issue or problem.

In the case of Guardsmark security systems, Hickey-Freeman hand-tailored suits, Lexus automobiles, or Ritz-Carlton conference facilities, the Achilles heel may be price. Each of these products may seem expensive in comparison with competing ones. People who sell them find ways to establish the value of their product before attempting the close.