Be Prepared To Close
Be Prepared To Close.
Always!
I recently went to a networking function where I was sitting very close to the host. He was talking to a man whom he was hoping to get to sponsor his television series. The man kept going back and forth on whether or not he was going to sponsor the show. He said that even though it wasn’t a lot of money, he was hoping to get his company to pay for it. He also said he wasn’t sure how much business he would get from the sponsorship even though he wanted to support the show. He thought that being brought on the show as an expert might help his career, but he didn’t know for sure.
As I sat there listening to this man who was on the verge of saying, “Yes,” go back and forth, a funny thing happened. The host never asked him for the sale. The conversation fizzled and the two of them just started talking with two different people. I couldn’t believe how close the host was to getting the sale when he just gave up.
What I learned from that experience is that many salespeople don’t realize how near they are to getting a “Yes,” when they give up on a prospect. There’s no sense in starting your sales pitch if you don’t intend to close. It’s the icing on the cake.
A good way to prevent making the same mistake is to make sure that you start with the end in mind. Ask yourself, “Am I interested in getting this person to be my customer or not?” If you’re serious about getting a new customer, then treat your sales presentation seriously. The way you do this is to ask a validation question before the close. You could say something such as, “It sounds like you agree that whether or not your company is going to pay for this, it’s still a worthwhile endeavor. You already said you have the money and that you would like to support the show. I’d like you to be part of it as well. Do you agree that you would enjoy being part of the show even if your company doesn’t pay for it?” If the prospect agrees, you could say, “Well, then can I please confirm you as a sponsor and if your company reimburses you, that will just be icing on the cake?”
When it comes to closing, the key is to finish what you start. It’s the only way to get the results you want. Now, why am I hungry for cake?
“Never confuse activity with accomplishment.” – Lori Richardson
(This excerpt is taken from my seminar entitled The Psychology of Selling VI: Close Like a Master.) I encourage you to click here to register for my exclusive live Zoom The Psychology of Selling VI: Close Like a Master seminar on Thursday, July 28, 2022 from 9 AM to 12 noon Eastern Standard Time.
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