If Closing Is Essential To Generating Sales, Why Do I Win Business Without Doing It?
Nothing stirs up emotion, positive and negative, in sales people like the “C” word. Some think it’s a relic of the past. Others contend it’s more important to close customers now than ever.
The Closer’s Fallacy is the mistaken idea that the close itself generates the sale. If you can just ask that perfect question, in the right manner, at the end of a call, the customer has no choice but to say yes. Modern research, such as that cited by David Hoffield in “The Science of Selling”, proves that customers make multiple decisions throughout a sales presentation – not just at the end. They seek out answers to their own questions and make their own decisions.
Merely asking your child to brush his teeth applies a form of pressure. So does asking your customer for her business. As a parent, you have leverage. Do what I say because I’m your parent and I said so.. With customers, no such leverage exists. Therefore, sales people can exert strong influence, but never truly compel their customers to take action.
Sincerely,
Meaning2work
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