Q & A from a reader

This is a question from a reader, followed by my answer:

Q. Dan, I was wondering if ” The Natural Laws Of Selling” touched on buyers that come as a couple? Example ( Man and wife) That are making a major purchase together …They are not committing to a sale, They want to go home and talk about it. I told a friend of mine what I thought, however, I thought your book would help him on this problem as well as being a good source of info all the way around. – LW


Where Do You Fit In?

Some “salespeople” are satisfied to just take and fill orders. Yes, they do play an important role in business but to call them salespeople is inaccurate. Their purpose and skills are that of an order-taker.

Many other “salespeople” take pride in knowing every minute detail of their product or service and presenting them (endlessly) to a prospect. Rarely, almost by accident, they close a deal but that is not their prime objective. Their purpose is to inform and enlighten a prospect of the unique characteristics and value of the product or service being offered.

Only a small percentage of salespeople are comfortable in asking for the sale and dealing with the reactions that show up as a result. These are called “closers.” They are always in demand and take home the biggest paychecks.

Where do you fit in?

Daniel Jacobs, 2017

Why I Wrote This Book

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





Can’t Decide?

When a prospect is uncertain and can’t make a decision, it’s NOT because they don’t believe or trust you or your product. It’s because they’re afraid of making a bad decision. At this point, you have three choices:

1. Lower your price. Then lower it even further. 
2.Try to change their mind and convince them that it’s not a bad decision.
3. Become very interested and politely ask, “You can’t decide?” Then listen attentively. They will tell you why they feel this way and how to handle it.

Your best choice is always #3.

If you’ve already built a bond of trust, they will willingly tell you about their fear or uncertainty. Now, it’s not possible for you to change their mind (only they can), so just let them tell you more about it and listen attentively.

If you are patient and remain sincerely interested, eventually they’ll start to recall one time when they did make a good decision. Let them tell you about this and recall other times. You’ll soon begin to build up a certainty in themselves (i.e. change their own mind). And, surprisingly, the present decision is not so fearful.

“Indecision” is a generality. By itself, it explains nothing. It’s only a symptom of a deeper, uninspected problem. Your job is to help them get past the internal barriers that are keeping them from getting what they really want.

Remain interested and listen carefully. they’ll reveal micro-indicators that will provide clues about how to replace doubt, uncertainty with confidence and belief in their own decisions.

Daniel Jacobs, 2017

Closing Is Easy

Did you know it is possible to eliminate 90% of the effort, tension, and stress of closing sales? Yep, it’s true. Plus, it’s not all that complicated if you just keep your priorities in order. Here are the first three:

1st. Give the customer what THEY WANT, not what you need.

2nd. The MOST important thing to the customer is the CUSTOMER.

3rd. DELIVER what you promise and never promise what you can’t deliver.

Why not do it the easy way? Give them what they want, and you’ll get what they need. It really is easier than you think.


Daniel Jacobs, 2017

How To Get Something Done!

Okay, lets cut right to the chase. You must know by now that whether you’re looking for an excuse or a way, you can always find it. This is the simplest WAY I’ve found of achieving any worthwhile purpose, but there is one stipulation: you have to actually DO these five steps.

Okay? Now, here they are:

  1. WHAT do you want to do?
  2. WHY do you want to do it?
  3. WHO is in charge of getting this done?
  4. WHEN are you going to start?
  5. HOW will you know when you’ve done it?

HINT: You don’t need to WHY this works to get results. But know one thing: The only reason this doesn’t work is that IT WASN’T DONE.

Now, the ball is in your court.

Daniel Jacobs, 2017

What Are You Selling?

Too often, people think they are buying a PRODUCT when what they are really buying is a BENEFIT.

For example, the words “product” and “price” are conceived of and established by the SELLER. On the other hand, “benefit” and “value” are considerations determined solely by the BUYER.

If you think you’re selling only a house (a product with a price), you’re missing the point. What you’re really selling is a HOME (which has a benefit and an intrinsic value).
People buy what makes them feel good emotionally. Afterwards, they may justify the purchase logically, but, stated or not, emotion is always the motivating factor.

Before you launch into trying to convince prospects of everything you know about the advantages, features, facts, and figures of what you’re selling, recognize one fact. THEY DON’T CARE what you know. Customers only care about what you can DO FOR THEM. This is their overriding purpose and must be yours too.

People buy only when they see or feel the personal benefit to them of what you’re selling. Everything else just clutters your message.

TIP: Don’t clutter your message.

Daniel Jacobs, 2017