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Closing Too Early- The Risk of Overdoing it

Written by: Brian Sullivan

Article Overview: Okay, can we agree that Christmas music starts too early on the radio. Well are you closing to early with customers. Watch it...they just might tune you out!

Closing Too Early- The Risk of Overdoing it

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? Isn�t 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 doesn�t 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 �changing the channel� 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 don�t have money in the budget until �09, singing your tune too loudly now could cause them to hit the mute button in January. And don�t 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. Don�t 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, �Have you heard about the new exclusive Nate King Cole Christmas song remake that will be released on the day after Thanksgiving?� 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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Article Tags: bad sales behavior, closing the sale, overselling, sales process, sales training



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