Every book ever written on sales has a detailed chapter outlining the steps and apparent benefits of “closing the sale.” Ever sales manager promoted to the corner office reminds his team that they need to “close” more sales before the quarter’s figures are tallied.
Next to overcoming objections and up selling, closing is a very popular topic in the world of sales these days. But, could there be a better way? I believe there is. The answer? Opening Sales
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The primary reason that the sales profession has earned such a poor reputation is directly related to the out-of-touch practice of “closing.”
Thanks to ill-instructed amateurs in the sales profession, most consumers of goods and services have been taught to build barriers between the salesperson and themselves. We have all successfully honed the skill of creating an exit route when confronted by a person with sales on their mind. I personally have not met a single person in my 70-plus years that enjoys being “overcome,” “up-sold,” or “closed.” If you are being truthful with yourself, neither have you.
So why, pray tell, would you think your prospect would favorably respond to your eloquent display of verbal linguistics?
Stay with me. I’m not dodging the subject. I just want you to look at the “commitment” element of the sale from a different angle.
Successful sales professionals (and I am talking to you) realize that a properly sequenced “opening” of a sales-oriented conversation is what separates the wealthy from the depressed.
It is true that “lasting impressions” are what maintain relationships, but “first impressions” are definitely what puts the ball into play. What you say and what you do in the first ten seconds of a new introduction will strongly influence what happens next.
As difficult as it may be, I want you to believe what I am about to tell you. It is a common belief that dogs can sense when humans are frightened of them. What you fail to realize is that humans can also sense when others in their personal space are not representing the truth. You have to start giving people a little more credit.
You will never get to the “close” if you raise doubt in the “opening” moments. So, doesn’t it make sense to focus on getting things off on the right foot?
Eye contact, voice inflection, intelligent questioning, sincere interest, lack of interference and other silent tell-tale signs make a huge difference. If you get these wrong, no polished, well-rehearsed closing statement would, or could make any difference.
The fact remains that people will only go on vacation when they are ready to… not as a result of your waxing eloquent.
Bottom Line: Concentrate on your “opening” communications and allow the “close” to unfold accordingly. But there is one more step. You have to recommend a little action.
If you have dotted all the i’s and addressed all the pertinent concerns to this point, it will be time to “nudge” the prospect forward in everybody’s best interest. Try this phrase on for size:
“I think you will agree that we have addressed all initial concerns. To protect the current price, I strongly recommend that we move forward and put a deposit down. It is the right decision. Let’s do it.”
“Closing” is for beginners. “Opening” is for professionals.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club, mike@mikemarchev.com.
*** You want more to think about? Check out my weekly podcast (Miked Up Marchev). Also listed on Spotify, Apple Podcasts, Google, and iHeartRadio.