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The 32 Worst Things You Can Do in Sales:

17. Not Closing

By Steven J. Schmidt (3/3/09)

What is the point of being in the sales game if you cannot close the deal? Failing to close is one of the worst things you can do in sales. There is a lot to know about sales, but if you have taken the time to get far enough to get your foot in the door and create interest, you must close.

Salesmen often have trouble closing because of the fear of losing the sale. They feel that if they press too hard, the customer might get angry and say, "You know what, forget the whole deal, and I am not interested anymore."

Let me put it to you like this, if you come that far in the deal and the customer says they are not interested, they probably weren't worth your while in the first place. They most likely were never going to buy your product or service.

The way that you got your foot in the door and created interest in the product or service, is the same way you must close the deal. You must do it with confidence and simply asking for the business. You can use lines such as, "Mr Sosna, now that you see the value in having this phone service, when would be a good day for the installer to come and install the service?"

You are still very polite, but you are asking for the business; and not if they are interested. You already know that they are interested, so why ask them that? That is a way to give them an out.

A few years ago, I was was working with this sales rep door-to-door, selling window cleaning jobs residentially. He was amazing at giving free estimates, and getting the customers' attention and creating interest. However, when it came time to book the customer for an actual date to get the job done, he had a problem doing so. Once he was ready to close, he would say, "When would be a good time for us to come out and wash your windows?"

It's not that bad, but could be much better. It doesn't sound confident. What he should have said is, "We will be out here next week, and I have next Tuesday and Thursday available. I can pencil you in for one of those dates, just let me know what time is good for you?"

In that scenario you are using the assumed close, and is completely necessary in this situation. The assumed close is a strong technique that can be used in most cases, especially when you are having trouble closing. If a customer gives you a really tough time, you can always say, "Why don't I put you down for a tentative date and time, and if there is a problem, call me back." This is not my favorite, but you are getting the customer to commit. I have found that most customers stick to their commitments.

In conclusion, closing is crucial to the success of the sale. It ends up being the most important part of the sale because you must follow the sale completely through in order to have success. Do not get lazy or even have any fear of losing the sale. Like everything, this a numbers game too. That means the more people you honestly try to close, the more people you will!

More from The 32 Worst Things You Can Do in Sales

  1. Walking Away - 2/16/09
  2. Not Looking Customers in the Eye - 2/16/09
  3. Talking Too Much - 2/16/09
  4. Not Listening to Customers - 2/16/09
  5. Not Knowing Your Product - 2/16/09
  6. Not Being Organized - 2/16/09
  7. Getting Distracted - 2/16/09
  8. Selling Price Alone - 2/16/09
  9. Not Getting Proper Rest - 2/17/09
  10. Getting Flustered (Lack of Production) - 2/19/09
  11. Leaving Territory Too Quickly - 2/20/09
  12. Being Rude to Customers - 2/23/09
  13. Being Too Content - 2/24/09
  14. Maintaining Poor Hygiene - 2/26/09
  15. Pressuring Customers - 2/28/09
  16. Not Having Fun - 3/2/09
  17. Not Closing - 3/3/09
  18. Lacking a Powerful Introduction - 3/4/09
  19. Not Following Up With Customers - 3/6/09
  20. Not Having a Strong Mentality - 3/8/09
  21. Lacking Discipline - 3/10/09
  22. Not Handling Objections - 3/12/09
  23. Sounding Desperate - 3/14/09
  24. Having Poor Customer Service - 3/17/09
  25. Not Taking a Vacation - 3/21/09
  26. Misreading Customers - 3/27/09
  27. Lacking a Unique Sales Identity - 3/31/09
  28. Not Letting Yourself Be Known - 4/6/09
  29. Not Having Patience - 4/9/09
  30. Not Holding Yourself Accountable - 4/11/09
  31. Hitting on a Customer's Wife - 4/13/09
  32. Acting Like a Salesperson - 4/23/09
  33. Overview - 5/23/09

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