March 5, 2010
The 10 Most Common Mistakes In Closing (Part 1)
This article applies to any type of sales, business building activity, whether you are getting new accounts, closing business deals, or making executive decisions. What I’m going to share with […]
This article applies to any type of sales, business building activity, whether you are getting new accounts, closing business deals, or making executive decisions. What I’m going to share with you is from years of hands on experience helping thousands of people dramatically increase their skills in the art of closing. Let there be no mistake, closing is an art that, when you get good at it, becomes fun and exciting as you see the tremendous impact you can have on the lives of ordinary people. Closing is the most critical make or break part of your process for building a successful business so let’s get started with the first mistake:
Mistake #1: Your Posture Weakens When It Comes Time To Ask The Closing Question.
Most of you successfully utilize scripts that you’ve either purchased from experts or received from leaders in your company. You use these scripts, your skills and your natural gifts to make great connection with prospects whether they are from warm, cold or lukewarm markets. You then successfully bring them to either a web presentation, live conference call, pre-recorded message, fax on demand, a live group or 1 on 1 presentation. Many of you, when it comes time to asking that first closing question, you buckle. You don’t even have the words out of your mouth and you’re shaking in your shoes.
In your mind, you’re already prepared for them to say “no”. You are absolutely afraid of rejection therefore you are provoking the prospect to walk all over you and drill you with questions. You’ve now lost control of the conversation because your tone is that of somebody who is terrified, unsure or just assuming that they won’t enroll in your program.
The closing game is all about posture and posture is authority. Whoever has the strongest posture will win. Many of us feel that we don’t know how to speak with posture. If you have kids, then you already know how to speak with authority. Picture yourself directing your kids to clean their room. That is the same place of authority that you need to come from with your prospects. When it comes time to read the closing script, you must carry the authority of a business developer waiting to see if this is the person you want to work with or not? Does he/she have eyes to see or is he/she blind as a bat?
Mistake #2: You Talk Too Much And Keep Selling.
The business presentation is over and you turn to your prospect and say, “This is such a great company with the most cutting edge products and you (the prospect) are blessed to be at the right place at the right time. With your talent and skill, you can make a lot of money!” No matter how smart you think you are or how much credibility you think you have, here is the sobering fact. The prospect can care less about your opinion because you are already involved with the company. If you want to be a professional, you have to learn how to get the prospect to talk themselves into closing the business deal.
Mistake #3: You Don’t Know What To Say
When you don’t know what to say, here’s what usually comes out of your mouth after the business presentation, “So, what do you think?” They think the sky is blue. They think the kids need to be put to bed. They think they’ll call you tomorrow. It’s your job to control what your prospect is thinking. You want them thinking about what hit them during the business presentation. You want them thinking about what their life will be like ten years from now if they don’t make a decision to do something. Your script needs to ask the questions that matter most to the prospect addressing their needs and goals. They should not be thinking about the products or the compensation. The prospect should be thinking about what he is going to do with his life starting today. Many of you don’t know what to say so you ask a yes or no question like, “Do you want to get started today?” Most of the time, your prospect says “No” and it’s over right there.
There are 2 very important keys to asking the closing question:
- You have something strategic to say that will get a strategic result.
- You must say something that is duplicatable.
The prospect is going through the psychological process in his mind of asking themselves, “Is it simple, does it work and can I do it?” Think about it, if you are really slick and articulate the prospect is looking at you thinking, “He’s really good. I don’t think I can be that good.” Or “It seems like you have to know a lot. I don’t have the time to learn all that.” The end result is the prospect thinking, “I don’t think I can do this.” You don’t want to depend on your good looks, your dynamic personality or your favor from God to become a good closer. Why? Because you are not duplicatable. What is duplicatable is people reading a script. This is really going to tweak some of you.
Throughout my entire career, I have pulled out a closing script and read it in front of my prospects even though I had the questions memorized and could ask them brilliantly. This is so simple yet so misunderstood. What is the prospect thinking while watching me read a script? “That is simple, it works and I can do it.” Hello, duplication is at work. I would even tell long distance prospects over the phone that I was reading a script. A well designed script will get the strategic results of the prospect closing themselves, knowing that they have a duplicatable process. Get the #1 selling success tool in our product vault and double your prospecting, recruiting and closing results guaranteed. Learn More Here!
In Part 2 of The 10 Most Common Mistakes In Closing, I’ll show you how to stay on track when the prospect comes up with excuses. You will learn how to effectively use scripts to keep the prospect focused on their goals. You will also know how to avoid coming across as a slick slimy salesperson and more!