How Much Formula Can I Take On A Plane What Successful Sellers Know – Others Don’t … The Subtle Art of Closing

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What Successful Sellers Know – Others Don’t … The Subtle Art of Closing

Ask any salesperson, “At what point in the sales process does ‘Close’ occur?” Eight out of ten we will answer, “eventually”. To be fair, they are not entirely correct but, however, they are more wrong than good proving in principle and practice, Perado’s Law: Twenty percent of sales make up eighty percent of sales and profit.

The questions that need to be asked are, “Why are there so many bad tradespeople?” and, “What?”

For decades the sellers have been [and still are] taught some acceptable marketing fundamentals; the best is Dale Carnegie’s 5-Steps to the Sale: Attention, Interest, Belief, Desire and Close. Perhaps ahead of his peers, Carnegie’s formula has certainly stood the test of time and continues to work. On the other hand, marketing, like many other sectors, has many hidden layers that color the process, especially as it corresponds to Close and as 1/100 of a second that can separate the winner from Gold Metal to Silver, the result. in advertising it is equally surprising.

The ‘No Close’ Know-Nots!

The past couple of decades have brought about major changes in how marketers should market and redefined some of the rules of engagement. It also spawned new marketing gurus who were convinced of the theory that the ‘Art of the Close’ was out of fashion. Things like their new Funnel approach all but removed the need to understand and optimize closing methods of any kind. History shows that even though they were victorious, they were literally wrong.

Whether one is selling pens, mufflers, computers or airplanes, consumers still have an innate need to have something that is always new. [the decision to buy] confirmed. Asking for an order and confirming the decision – a good purchase, does this and yes, it happens at the end of the sales meeting. It is not surprising that, however, what happens in the ‘Front-End’ of sales – the place where successful salespeople know that the art of closing really happens – is what allows this process to run.

From another point of view, we can draw a parallel of the closing strategy to that of the last war in Iraq. Long before the first shot or cruise missile launch, soldiers are specially trained [Special Ops] he had been in Iraq for months secretly revealing information about the backdoor strategy to the planners of the attack.

War experts agree and it is well documented, the work done by the US and British Special Ops was very special but the victory was held before the war in the Middle East took place. Interestingly, those who have read Tzu Sun’s book The Art of War, will recognize the uncanny similarity of the Iraqi campaign to his plans for the conflict – knowing how to do it. [Tzu Sun] he would have been impressed for sure.

However, what should we learn from this example? A summary of the battle plan of the Iraq war clearly shows that the success of this campaign was pre-loaded: first understand the enemy. Learn its strengths, weaknesses. Define – ahead of time – what challenges it may face. Only then, develop ‘Common Strategies’ specifically designed to overcome any such resistance. In short, the war in Iraq was successful at the level of its preparation – in accordance with Tzu Sun’s mantra: The war is over before the enemy believes it has begun.

To draw our parallels from this to sales, customers, although not our enemy, nevertheless pose special challenges [real or otherwise] requires first, intimate understanding and sensitivity to their needs BEFORE implementing a plan/program using proven/practiced skills designed to garner customer Trust, Feedback and Satisfaction. [the Close] it always happens.

Bottom line:

Successful salespeople continue to hone their closing skills keeping in mind the importance of closing and ‘Knowing How to Close’ is required for sales success. The difference for them, however, is that they see the art of closing from a place most others can only see in their rear view mirror.

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