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How to Use Logic to Close Sales

Guest post by: Michael O'Grady

Article Overview: You can’t be emotional and logical at the same time; your brain doesn’t allow you to. I’ve spoken and written about this many times throughout my sales and coaching career. In the residential sales industry, there are many moments throughout your day that puts that statement to the test.

How to Use Logic to Close Sales

You can’t be emotional and logical at the same time; your brain doesn’t allow you to. I’ve spoken and written about this many times throughout my sales and coaching career. In the residential sales industry, there are many moments throughout your day that puts that statement to the test.

I’ve spent a large portion of my sales career in the heating and air-conditioning industry. So, I know from experience that a homeowner with no air-conditioning on a 95 degree day can get pretty emotional! You as the sales person can get pretty emotional too, whether you realize it or not. Sitting in a person’s kitchen in that same 95 degree temperature while you listen to every possible stall, complaint, and challenge certainly can be a test of your own ability to control your emotions.

I know as a sales person that I have to stay logical to ensure I help my customer make a logical buying decision. It helps no one if a homeowner buys something emotionally (when deep down they didn’t want it) and then they have buyer’s remorse afterward. I use the word logical as a trigger for myself to remember to stay logical. Whenever I see a situation has the potential to get emotion and tension in the air, I just keep saying to myself “stay logical, stay logical.” By doing this, things seem to slow down for me.

Over the years I’ve heard many stories of some of the greatest professional athletes talking about the game slowing down for them in tense situations. I’ve been a New York Yankees fan my whole life. Mariano Rivera is one of the greatest “closers” in baseball history. Mariano has specifically said that when the game is on the line his focus gets greater. “The game seems to slow down around me,” “There are times I don’t even hear the crowd cheering” Rivera has said. The same thing needs to happen for us as sales professionals. Create a trigger for yourself that reminds you to be logical. Once you’re logical, you’ll focus and keep control of your sales situation. Logic not only slows it down, but it closes more sales.

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Article Tags: contractor selling, sales closing skills, sales psychology, selling logic, selling to homeowners



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