IF YOU’VE READ my book The Natural Laws Of Selling, you may be thinking “Okay Dan, I get that you know everything about selling, but why do I need a book on “closing” when I’ve already got one on “selling?” They’re the same thing, aren’t they?
Yes, they are similar and the skills in each do apply to the other, but there is a critical difference, one that can make or break your career.
Closing is not selling, and selling is not closing. They are two separate actions with two completely different objectives.
Selling is the process of prospecting, contacting, qualifying, and presenting the “feel-good” features and advantages of your product or service. Your purpose is to generate interest and demand so they see and feel the value of what you’re offering.
Closing is the action of helping the customer face and overcome the internal factors that stop them from getting the benefits they want. When you begin closing, stop selling! If you keep selling after they’re “sold,” you undermine your ultimate goal, which is to seal the deal and help them achieve their purpose.
Not knowing the distinction between selling and closing is the principal reason why Traditional Closing Is Dead and was the primary motivation for writing this book.
The Inner Game. To some prospects, just considering the idea of “closing” can trigger all manner of internal physiological phenomena that while they may not be logical, are still very real reactions that can squelch the deal.
Things as simple as an uneasy feeling or worry over making a wrong decision can bring about increased pulse rate, blood pressure, tension, stress, and other automatic “fight or flight” reactions. These tend to cause a surge of adrenaline and “high alert” signals physically, emotionally, and mentally. And, inevitably, these lead to doubt, worry, and indecision (the enemy of any closing).
Don’t underestimate the effect these manifestations can have on sealing the deal. They are very real to the prospect and it’s your job to make the buying process as comfortable as possible for the customer.
Tricks, gimmics and other slick methods of getting them to buy from you are very old hat, unoriginal and unproductive. People are more sophisticated buyers than ever before. Give them credit for knowing more than you might think they might and they’ll let you know how they can be sold, comfortably.
Daniel Jacobs, 2017