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Excerpts

MYTH #6 -- The “CLOSE”* Is All that Really Counts
The Numbers Game and Persisting Throught It
Unreal Expectations

Before launching into the essence of what it is that truly makes selling good selling, let’s take a quick look at seven of the most widely held misconceptions about the field of selling. Left uninspected, these misconceptions can act as stumbling blocks, blinding us to the more workable truths, on the road to Super Salesmanship. . . . . .
MYTH #6 -- The “CLOSE”* Is All that Really Counts

Many sales professionals put far too much attention on the closing of their sale and far too little on the opening and developing of it.

A smooth close* is built upon a sequence of properly executed earlier steps. If you’ve thoroughly laid these earlier steps in place, then getting your prospect to close* should NOT take a massive effort or require resorting to complex tricks.

If, on the other hand, you have totally omitted or partially neglected one or more of the earlier steps, and have thus built a faulty foundation, you will most likely find your closes enormously strenuous and often nearly impossible to pull off.

*The Close: Getting a firm commitment to buy, including any applicable paperwork fully completed and payment secured.

THE NUMBERS GAME AND PERSISTING THROUGH IT

You often hear sales referred to as “a numbers game.” This is a comment on the need to persist through one’s unsuccessful sales experiences. No one makes every sale. No one gets 100% response to his promotions. Your only assurance of success is to

Every salesman has to work his way through the ones he doesn’t make in order toreach the ones he will make. A key part of your job as a salesperson is to continue to reach out rather than get discouraged while working your way through. Keep the letters, e-mails, faxes and phone calls flowing out, as well as keeping up with personal contacts. When you do persist to outflow communication in volume, you inevitably do make that next good connection and do make that next sale. And when you do, your confidence, energy and optimistic viewpoint seem to return along with it.

Unreal Expectations
		If you discover that your prospect’s expectations are too
	unreal to be met, let alone exceeded, it is most often best to get him to adjust those expectations as soon as possible once you’ve established open, trusting communication with him. Otherwise you run the very real risk of doing a fine job and still being left with a disappointed prospect.
	EXAMPLE:
		SALESMAN:	"So, let me ask you another question, Bob: What exactly were you hoping we could get accomplished for you today?"
		PROSPECT:	"Show me a brand new, loaded, Sports Utility Vehicle that you can sell me for no-money-down with payments under $100-a-month."
		SALESMAN:	"Boy, I wish there were a way that I, or anybody, could do that for you. I’d grab one of those deals myself. How about if I help you find a model you’ll be real happy with and then figure out a way we can get you into it as painlessly as possible?"
		PROSPECT:	"Sounds like a plan. Let’s do it."
	EXAMPLE:
		DOCTOR:	"Nice to meet you, Mr. Smith. What exactly were you hoping I’d be able to do for you today?"
		PATIENT:	"Well, Doctor Rick, I’m expecting that you’ll get rid of all this here pain so I won’t have to use medication anymore and get me all fixed-up back the way I was before the train hit me."
		DOCTOR:	"I certainly understand your hope and I truly wish I, or any doctor, could promise to do that for you in a single visit. And truthfully, on occasion, such a miracle does occur. But, what do you say we set our sights for today on reducing your pain and getting you back to work and then come up with a treatment plan designed to get you back to the maximum functionality possible?"
		PATIENT:	"Yeah. Getting me out of pain sounds great. Let’s get me out of pain and back to work and then figure out the rest from there."
		Once you know what your prospect’s expectations are --- how
	high he has set the bar---you know what you will need to do to meet or exceed those expectations. And for those times you discover his expectations are out of the realm of the possible, get him to adjust them down to where, with a super effort from his Super Salesman, his expectations are at level that can be met or exceeded.

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