The difference between an Outstanding Sales Person and an Ordinary Sales Person can be reduced to one essential determinant: their ability to close business deals.
In sales, you are rewarded or punished entirely for your ability to win new clients, close new business, and new orders signed. You may be a “nice” person, you may be a rotten person, you may be a tyrant, you may be the favorite of the CEO, but when it comes time to pay the commissions, the TOP Performers will rise to the top of the list.
Top performers deserve the highest rewards. And top performers are almost exclusively the best Closers. Therefore, it should be your top priority to understand in GREAT detail the anatomy of a closer. Your success, your income, and your happiness depend on how well you master the secrets of Closing.
If you’re already a great closer, you don’t need to read any further. However, if you are NOT a great closer, this article is written for you. And, if you’d like to become a better closer, this is also written with you in mind.
The Attitude of a Closer
If you are a Salesperson, you are wired for performance. I think of Salespeople as Olympic athletes. They are highly competitive, they practice diligently, they love to race against their peers, and they live for the thrill of victory!
To be an outstanding closer, you need to have the correct attitude, and that begins with your self-image. Do you see yourself as a successful person? Are you naturally positive? Do you feel your life is good and getting better? Do you enjoy being a salesperson? Do you enjoy being around people? Are you generally optimistic? If you answered these questions generally in the affirmative, that’s an important start.
Bottom line is this: your EXPECTATIONS of what will occur in sales are very powerful. If you expect that your prospect will want to buy your product, if you expect they will be interested in learning about it, if you assume they will be friendly, if you are positive they will share your enthusiasm, then there is a very high probability it will be a pleasant and successful encounter.
On the other hand, if you approach the sale with a black cloud over your head, with pessimism oozing out of your pores, and with a negative attitude (“they’ll probably say no and this is a waste of time”) then that is precisely the attitude your prospect will reflect back to you. No begets No!
What’s this have to do with closing?
The most important part of your sales presentation is the Close, and it is vital it be approached with the correct attitude. This is where you will present your unique value proposition, this is where you will summarize the benefits and value to the client, and this is where you will ask for the order. This is where you look the prospect squarely in the eyes, ask a closing question, and then shut up and wait for their response.
If you are worried, if you are nervous, if you are fearful, if you are yourself negative during the close, it will BROADCAST in high-definition full color images to your prospect. If the close is “fumbled” it will drive your prospect away faster than a preacher at a cocktail party.
Good Closers practice their lines, over and over and over again, until they can say them in their sleep. They know exactly what they will say and when they will say it. They know how to verbalize with impact, they know the right emotions to display, and they know how and when to listen. They know exactly how to respond when they encounter questions or objections. They are confident, well-trained, and relentless. They will not give up until they win the race!
All this requires experience and a lot of practice. Good closers make it look easy, but that’s because they have mastered this important task. And so can you!