So many sales professionals focus on closing. They craft clever ways to ask for the sale. The emphasis plays at the end of the process and then they are surprised when no deal is made. I submit this is because they are under the misconception that closing happens at the end of the process. In reality, closing happens at the start, and really throughout the sales process.
If we let go of the idea of closing and replace it with agreement we will look at it very differently. The whole idea of closing suggests ending something. It means finishing the process of selling. So the whole thing is centered on what the seller does. If the seller does a good job of convincing, then when he asks one of those ‘closing’ questions the buyer will surely say ‘yes.’
So, we see that the issue with closing is that it is focused on the salesperson being persuasive. It has nothing to do with the needs of the client or problem solving. When salespeople operate from a position of persuasion and convincing, they miss the entire point of ‘selling.’
Selling is about providing a solution to a problem. The only way to ensure that happens is for the salesperson to be focused on learning as much as they can from the prospect. It requires being genuinely curious and attentive. When the salesperson engages in a conversation with the prospect and actively listens to what they need, how they operate, what matters to them, and what kind of customer they would be, she can determine if she is able to provide them with a solution. She can also identify if she wants to work with the prospect.
Having listened and connected their solution to the prospect’s situation, the salesperson can have a conversation with the prospect sharing how they believe they are the best resource. And, because everyone has been engaged in meaningful conversations, they move together toward an agreement. They both see the value in working together. It is not a closing. Rather it is a continuation of the relationship.
The prospect and salesperson move together to the next chapter of their relationship. Some would say this is a beginning; it’s the beginning of the client/provider relationship. Moving forward, let’s reframe the idea of closing to the idea of agreement. This way, we will remember to work with our prospects instead of taking them through a process. The result will be more meaningful client relationships.
Our prospects will enjoy the experience, and so will we. We won’t be at the end of anything. We will be at the next phase of a mutually beneficial, long-term relationship.
©2022 Helbig Enterprises
