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Are people interested in product or service but not purchasing it? Are you losing sales you thought for sure you had? Are you afraid to ask for the close? Grant Cardone's The Closer Survival Guide transformed my mindset and my ability to create value. Let me share what I got most from this book.
Selling is not Closing
Selling is the process from introduction to the commitment to purchase the product. Closing is when an exchange occurs such as a client exchanging money for your product. Selling is crucial to the close because this is when you determine your client's needs and present them with a solution. But until the exchange have you provided any value to the client? Can your client solve any problems with your presentation? Once to take a sale to the close, you are now providing a solution to your client. If you can become skilled with the close then you will never be without work or without money.
Why are you failing to close
Usually, the main reason people fail to close is fear. The biggest fear is of rejection. The thought that someone will say no, may stop you from even attempting the close in the first place. The only way to overcome this fear is to KNOW that your product is a must needed solution to your client and the only way they can continue to receive that solution is with the close. The secondary reason people fail to close is simply a failure to follow-up. The overwhelming majority of people don't purchase products after the first presentation but following up with them dramatically increasing your changes to close. Finally, in order to follow up without annoying your client, you must have multiple closes ready.
My favorite closes
- Have you seen enough to make a decision? This close is my favorite because it stops me from overselling and it allows the client to tell me where they are in the process. The client will either tell me their concerns or move straight into the payment information.
- Assume the close. When using this close you don't ask questions you just move on to filling out the closing paperwork or payment information. The client will let you know if they have objections or reservations. Be sure to confirm your client's commitment before they leave you in order to reduce buyer's remorse.
- Are you looking for reasons to do this or are you looking for reasons not to? I use this close on client's who bring up a lot of objections. In order to overcome your client's objections, you must know the real objection they have. If they say they are looking for a reason to make the purchase them you know all you need to do is answer their questions before proceeding to the paperwork but if they say they are looking for reasons not to then you know they are not sold on the product you presented. You may need to return to the sales process.
Conclusion
It is crucial for you to know the difference between selling and closing. Selling is very important but closing is everything. If you are not closing due to fear or follow-up then you have to practice until you are successfully closing. Find and know an arsenal of closes to use so you are never repeating yourself and you can overcome the most popular objections you get to your product or service.
What do you think? How confident are you with your closing skills? Do you understand the difference between closing and selling? How will you use this information to strengthen your closing skills?
References:
Cardone, Grant. "The Closer's Survival Guide" Third Edition 2011. https://store.grantcardone.com/products/the-closers-survival-guide-book
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