"Closing the Sale"

Early on in my selling career, I thought if I was good at closing the sale, I would never have to worry about making my quota, my "nut", my living, and a successful career.  My success would be based on how good I was at a sales technique called "closing".  You and I both know that techniques, while somewhat effective in the short term, are really thin vails of "how do I get what I want".

Although by now, having read the previous five articles on "Sales Simplified", you are probably at the same point of understanding that took me years to understand.  "It's not about the close!"  What?  All of those great closing techniques, like the Benjamin Franklin "Weighing Close", the "Minor Point Close", the "Strong Push Close", and the "Don't Quit Till You Hear Seven No's Close".

The way I see it, today we are looking for salespeople to be advocates for our success, as a consumer. The great ones in selling, today, are more concerned about you, the buyer, then they are in themselves and "making the sale".  Don't get me wrong, all great salespeople are driven to succeed and do well in growing a business.  They understand it shouldn't be at the expense of the consumer, client, or prospect.

In thumbing through some of my old sales books, I found the following closing rules being prescribed to the salespeople of the 1950's and 60's.  Actually the book was updated in 1978.  "As you read through them put yourself in the mind of a prospect today and notice your thoughts..."

Nine rules on closing the sale, from the 1950's and 1960's:
1. Expect to close.
2. Use trial closes and watch for buying signals.
3. Close by using the weighing close.  The prospect will do it anyway, you can do it better.
4. Ask for the order on a minor point. Don't ask the prospect if they want to buy.
5. Always save one strong point for the final push.
6. Don't quit until the prospect has said no seven (7) times, or has thrown you out.
7. If you are knocked down, pop up!
8. Ask for the order immediately after  you answer an objection, it is a favorable time to get a "yes".
9. When you have made the sale, get out fast.

During a keynote presentation last month, I asked this group of 300 salespeople; "How many of you like to be sold?" No hands went up.  Then I asked; "How many people like to make the decision to buy."  All of their hands went up. So... if people don't like to be sold, why are we still teaching people to sell the old way?

There is a sweeping change in how prospects decide to buy.  Over the last ten years, just look at how the Internet has effected the buying process in the consumer world.  In outside selling environments prospects look for a person to lead them through the process of buying, being a good Stewart of the relationship.  In looking at the rules above, it becomes very noticeable that a technique discovered by a prospect influences the relationship in a very negative way. 

As a consumer, prospect, client, etc., we look to have a relationship that will foster advocacy and trust in the relationship.  The sales people we choose to deal with today choose not to use a technique for closing the deal, they have our best interests, needs, and wants, in the forefront of the minds and will provide the best solution possible for us.  In fact if they can't provide a solution for us, they would refer us to someone that can.

Perhaps there are different rules to observe in todays buying world to allow the prospect, client, and consumer to make the best choices.

See if these six (6) rules fit today's buying environment. "Remember to put yourself in the mind of a consumer, client, or prospect when you read this advice to sales people.."

1. The more you try to copy someone else's style the harder it is to be effective.
2. Your business results change when you stop worrying about what your doing in the selling process and focus on who you're being.
3. Prospects, clients, and consumers buy for their reasons, not yours.
4. Your client's, prospect's, and consumer's Revelations stop when your presentations start.
5. The more you focus on your prospect's, client's, and consumers's needs, wants, and interests, the more likely you are to meet you needs and goals.
6. Trust (the fact the client, prospect, and consumer will make the right decision for them)

There is no mystery to "closing the sale".  When you show up, fully present to serve your prospects, consumers, and clients, you have created an environment to allow the buying process to work in it's design.

“Go out and create your future, or it will be created for you.” - Rick Leffke 469.222.7677