Why Closing a Sale Gets Easier When You Open Well
Just the word can make salespeople uncomfortable. Any time we talk about closing, it has the tendency to make salespeople nervous as they reflect on deals they lost that they thought they had won. So, guess what? We don’t talk about it as much as we used to.
Why? Because closing is of less importance when you open well. It is an undeniable fact that the better you open, the better you will close. And the real magic is found in this statement: you really should not need to close anybody on anything, provided you do the heavy lifting up front.
Why Closing a Sale Feels So Difficult
Of the 21 Core Sales Competencies that we uncover through the Objective Management Group salesperson assessment, closing tends to be the weakest skill in salespeople. On a scale from 0 to 100, it is not uncommon to see salespeople score in the 30s or 40s.
So why is that? How can closing scores possibly be that low?
I tend to believe the main reason for low closing scores is because salespeople are trying to close the “uncloseable.” By that, I mean it is simply not possible for the opportunity to close, primarily because some things, think sales steps, have either been missed completely or poorly executed.
Salespeople who struggle with closing are typically asking their prospects to do the one thing they just can’t do yet, and that is to make a decision.
Better Openings Lead to Easier Closing a Sale
Ask yourself this question. Are you presenting to “qualify” your prospect, or are you only presenting to “qualified prospects”?
With the former, you are using your presentation or proposal as a tool to figure out whether or not the prospect is serious.
With the latter, you are making sure of the following:
- You know your prospect has a compelling issue they must address.
- You know your prospect must take action to eliminate that issue.
- You know the timing of when the prospect will decide.
- You know for sure that the prospect will decide.
- You have met with all the decision-makers.
- You have secured the prospect’s commitment to decide within 24 to 72 hours after your presentation.
If you take care of the above, you will find closing a sale to be much less stressful.
Stop Using the Presentation to Figure It Out
If you don’t engage your prospect in that kind of discussion up front, don’t be surprised at the end of your sales process when you find that your prospect can’t make a decision because they are needing to figure those things out for themselves.
You can be there when that discussion takes place, or you can wait in agony while your prospect does that alone.
The choice is yours.
Author:
Mark Trinkle
Chief Growth Officer
Anthony Cole Training Group
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FAQ: Closing a Sale
What does closing a sale mean?
Closing a sale is when a prospect makes a decision to move forward with your product or service. It should feel like a natural next step, not a forced moment.
Why do salespeople struggle with closing a sale?
Most salespeople struggle because they try to close opportunities that were never fully qualified. Missing steps earlier in the process creates hesitation at the end.
How can I improve at closing a sale?
Focus on the beginning of the conversation. Qualify thoroughly, uncover real pain, and confirm decision timing before presenting.
Should I present to every prospect?
No. You should only present to qualified prospects. Presenting too early often leads to stalled or lost deals.
What makes closing a sale easier?
When you do the heavy lifting up front, closing a sale becomes a natural outcome instead of a stressful step.
