ers. With each close, you indicate to the customer that you have confi- dence, that you see a need for the product or service, and that you and your company are ready to fulfill that need. In that sense, closing is noth- ing less than assuring the customer that, when he puts his confidence in you and your company, he is mak- ing no mistake. And, once you prove it through carrying out your word in terms of delivery, quality, and other factors, you’ll find that – the next time you meet with this buyer – closing becomes so easy it’s almost routine. Salespeople who can’t close are playing a game of luck and hope. They are lucky when they happen to walk into a situation where the pros- pect is ready to make the purchase. Being lucky or hopeful is certainly worth something. For long-term success, however, closing depends on more than hope (which can be
SELLING TIP
Do What Works “Work smarter, not harder!” That’s the incantation the high priests of the selling art – managers, consultants, trainers, and yes, even sales writers – love to chant to us: their wide-eyed disciples. Now, the usual idea behind ritual recitation is that it will inspire a particular kind of action or behavior. But, unfortunately, “Work smarter, not harder” has not prompted an enthusiastic response from salespeople. Despite its years of ceaseless chanting, most of us are still not converts to the idea behind it. We remain firmly committed to our old, accustomed ways of doing things – even though we aren’t getting rich at it and probably never will. What’s wrong with us? Wouldn’t it be better to just get with the program, be smart, make lots of money, and be done with it? Maybe it’s that the idea of “work- ing smarter, not harder” is suspect to us. It sounds too easy – especially since we all know that any kind of work, smart or otherwise, means, well...work. So, let’s recast the advice and expand on it – acknowl- edging that there really is no way to succeed in selling that doesn’t require a lot of effort. Let’s state it in a way
dampened) and luck (which can al- ways turn sour). Only skill stands the test of time.
If you feel you are a good sales- person in every respect except that you lack the ability to close the
sale, don’t let another week go by without making plans to learn all you can about closing. As a professional salesperson, your economic well- being depends on it.
SELLING SIGNALS POSTER
TOM HOPKINS SHARES AMAZING IDEAS FOR DEALING WITH FAILURE IN SELLING
that makes sense and goes to the heart of the mat- ter. How about simply, “Do what works, and forget the rest”? Such as:
• Concentrate on your prospect. Focus your total at- tention on him. Listen to what he is saying, think about how it relates to your product, and come back at him with ideas that address his needs. • Put yourself in the background. In a sales interview, the most important person is the prospect. Talk with him and about him – not about yourself. • Qualify everything. Don’t jump to conclusions or as- sume you know what’s coming next if it isn’t abundantly clear. Ask questions to be sure. • Be thorough and follow through. Keep detailed notes on significant prospects and all customers, so you know who the key people are, what their needs are, and what’s going on of importance to you in the account. If you say you’ll do something, do it without delay. Estab- lish a reputation for reliability. • Think. In sales, if you’re working and not thinking,
you’re probably not really working – you’re just going through the motions. • Work hard. If evening rolls around and you don’t feel the healthy fatigue that comes from having had a full, satisfying, and productive day, be suspicious. You may not be doing enough of what works.
– CRAIG BRIDGMAN SELLING POWER APRIL 2016 | 11 © 2016 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
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