So today we will be talking about Closing.
This will probably be a topic that is of significant interest for most people, for obvious reasons.
But today’s article will be short – and with good reason.
You see, to most people, sales is all about closing.
In fact, this idea has spread through popular culture through movies like Glengarry Glenn Ross, “Always be closing.”
But the thing is,
like many commonly unquestioned things in life – this is just not true.
You want to question things and learn to think for yourself.
Salespeople have gotten a bad rep over the past century because of the Boiler Room type of movies and quite honestly, shitty salespeople.
Who are shitty salespeople?
Well, these are the salespeople that your mother told you about, the ones who try to pressure you into a sale, and the ones who keep harping on “Always be closing.”
For most people, that phrase conjures up images of pushy salespeople yelling across the phone forcibly trying to get their prospect to sign something that they know they would regret immediately after.
*That* is the stereotype we as salespeople are fighting against.
Anyone who I hear say “Always be closing,” is a clear sign that person is not a very good salesperson or doesn’t have much experience selling.
Well, you see… we ALL want to close more deals, right?
We ALL want to earn more money right?
We ALL want to be movers and shakers and make things happen, and get people to sign on the dotted line right?
Well, that begs the question… How do you close more sales?
You don’t close more sales just by saying “Always be closing…”
You don’t close more sales by being more pushy.
And you certainly don’t close more sales by applying pressure and forcing your prospects to do something they’ll regret. LOL.
The stereotype of the pushy, outspoken, super smooth-talking salesperson perpetuated in Hollywood movies, is NOT what truly good salespeople are like.
In fact, it’s very much the opposite.
Those characters might look cool yelling across the phone on a big movie screen, but would you want to deal with someone like that on a daily basis while you’re shopping for your car, or cell phone, or insurance plan?
to close more deals, the work needs to be done upfront.
You don’t close more deals by learning more closing techniques.
You close more deals, by adding value and developing pain early on in the sales process.
You see, throughout the sales process each step should be a logical next step to what comes next.
The transition to the next step should be seamless and a no-brainer.
Hence, “closing” the sale, should be a no-brainer next step if you have done your job right as the salesperson.
It should not be this high pressured thing that you’re hoping the prospect will fall for.
If you’re doing that, you’re not doing it right.
And you might need a dose of values as well.
Think of it like dating – you first get the girl’s number, then you ask the girl on a date.
Then you take her on a date, maybe to dinner or something.
Then you do that again and relationship develops until at some point you ask her to be your girlfriend.
And then if that relationship keeps on developing, step by step, you will eventually ask her to marry you.
Sales is the same thing.
It’s a progression of step-by-step interactions that logically and naturally moves the prospect through the sales process.
it should be a very logical, seamless, and friction-free process.
That’s why Closing is not really as important of a topic as most people think it is, if you have done your work right upfront.
If you’ve done a great job:
- Uncovering and amplifying the pain points of your prospects
- Demonstrating value
- Guiding your prospects through the sales process
They should be expecting the close to happen without any resistance or friction, because it is only the next-logical thing to do.
It’s not this big deal, it’s just what’s the next logical step in this interaction between two people.
Your prospects should be expecting it, and if done right, they should be looking forward to it.
So don’t worry so much about actual closing, focus on the aspects that are really important.
Those things are:
- Your customers
- Their needs & wants
- Their pain
Forget the “Always be closing” shit you see in the movies. That’s bullshit (like most of Hollywood and mainstream media)
closing is such a small part of the sales process. It really is only like 1%-10% of the sales process, max.
The real work needs to be done upfront in delivering value, building trust, and most importantly, amplifying pain.
From there, closing is just a simple and logical next step.
It can literally be just like…
“Alright Mr. Customer, I’ll call you at 2pm tomorrow afternoon to walk you through the agreement…”
And then just give them a call at that time tomorrow to walk them through the agreement and have them sign.
There should be no resistance because you’ve already done the work upfront, built value, and identified needs…
So the actual agreement is just a natural next step in the process.