Did you know that you can be your own worst enemy? It’s true. Unless you know this simple fact: If you’re always selling, you’re not closing. And if you’re always closing, you’re not selling.
To be clear: Selling is not closing. And Closing is not selling. These are two different disciplines. And if you don’t know the difference, you’re not helping your customer and you’re leaving money on the table.
Just because similar tools are involved such as communication and persuasion, doesn’t mean they are the same. Understanding this distinction can make all the difference in your closing ratio.
Abraham Lincoln provided an example when he said, “How many legs does a dog have if you call the tail a leg? Four. Calling a tail a leg doesn’t make it a leg.”
You can’t say you’re “closing” if you’re still “selling.” It just doesn’t work that way.
Selling is selling. Closing is closing. They require a separate focus, with different skills, techniques, and methods, based on different principles and strategies. You’ll never seal the deal by just continuing to sell, simply because you’re using the wrong tool. At some point, you have to stop the selling procedure and move into the closing process.
Yes, there are characteristic shared by both selling and closing share and perhaps that is why they are easily confused. But calling the family car a race car, just because it has brakes and a steering wheel, does not make it so. And like using a fire hose to paint a house, you’ll always get a poor result. It’s the wrong tool for the job.
An age-old proverb correctly states: There is a time to sow, and there is a time to reap. In sales parlance or manner of speaking this translates to: When you’re selling, you’re planting the seeds. When you’re closing, you’re harvesting the crop.
Now, if you do need help with selling, read my best-selling book, “The Natural Laws Of Selling,” and you’ll learn everything you need to know about selling.
But, this book “Traditional Closing Is Dead” is focused on the inner game of closing sales and contains all you need to know about the subject of closing sales.
To fully master the subject, read both books.