Closing Too Early- The Risk of Overdoing it

Guest post by: Brian Sullivan
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Two weeks ago while skimming the radio channels, it hit me. According to one radio station, it was about time I start dreaming of a White Christmas. What? Isnï¿½t it still November? Now there is a time and a place for everything but here we are, still a week BEFORE Thanksgiving, and Christmas music still doesnï¿½t feel right. But the time will come, and I when it does, I will jump in headfirst. I just don't like to be forced into something when I am just not ready. I think that radio station went for the Christmas Close just a bit too early.

What do I mean? Well, I was presented with a product that I really enjoy
(Christmas Music), but the timing was all off. I loved what the radio station
was offering but was not quite ready to "buy" into it just yet. The point is that there is a certain ebb and flow to people's emotions. And to be successful in sales, you need to be in tune with your prospects emotions at all times. If you go for the close too early, before they are ready, you risk them ï¿½changing the channelï¿½ and going to your competitor.

So how will you know when your prospect is emotionally ready to jump in? Ask them up front, before you start playing your music (presenting your solution) about the timing of the potential buying decisions. In other words, if they donï¿½t have money in the budget until ï¿½09, singing your tune too loudly now could cause them to hit the mute button in January. And donï¿½t forget to ask who at the facility needs to hear your music. Too many times we deliver our songs to people who have no buying authority. Donï¿½t assume you know.

So what do you do between now and the time they are ready to hear your music? Ask them questions that create curiosity in your solution. So when the time is right, they will be dying to hear your new song. For example, if somebody asked me today, ï¿½Have you heard about the new exclusive Nate King Cole Christmas song remake that will be released on the day after Thanksgiving?ï¿½ BAM! You got me. Because while I might not be ready now, your curiosity building question has me hanging on the edge of my dial, waiting for Jack Frost to start nipping at my nose.

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About the Author: Brian Sullivan

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Brian Sullivan, CSP, is a member of the National Speakers Association and an internationally known expert on sales and leadership. Brian is one of about 10 percent of speakers worldwide to have earned the Certified Speaking Professional Designation awarded by the National Speakers Association and the International Federation for Professional Speakers. He delivers high-energy, no-nonsense, interactive seminars on his PRECISE Selling Formula to a companies looking to become famous in their industry. He has been quoted in magazines such as Selling Power and Business Week and is the author of the book, 20 Days to the Top- How the PRECISE Selling Formula Will Make You Your Company's Top Sales Performer in 20 Days or Less. Brian also hosts a talk radio show on ESPN Hot Talk 1510 called "Entrepreneurial Moments," a show dedicated to helping business people of all types. Brian lives in Kansas City with his wife Leanne, and children Jake, Shea, and Maggie.
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