You might be thinking, “Great! I need to learn all about closing because closing sales is the whole point! If you can’t close, you can’t do anything!”
In response, I’ll repeat a message which we repeat again, and again, and again, and which is in fact the title of our forthcoming book: Closing is not your problem!
We’ve known this for a long time. Years back, Nick and I began researching the issues associated with sales training. Billions of dollars are spent yearly on sales training by companies, but the same rule persists, year after year: 80 percent of sales are made by 20 percent of the sales reps.
Digging further, we discovered that most sales training focuses almost exclusively on closing. Of course, everybody knows closing is important—that’s where the money is made. But there is a great deal more to a sales process than closing.
You can observe this error everywhere. You can just go into a mall and start talking to salespeople. You’ll find that every conversation begins with a push toward the close. Even a “Can I help you?” It is an assumption that you need help, rather than just a simple welcome to the store.
What came out of our research was a simple, observable fact: if all that money and time was being spent on improving sales, but 80 percent of sales were still only being made by 20 percent of salespeople, and the focus of the training was on closing, then closing must not be the problem!
Further, we found that the sales training focus on closing was in part causing the problem!
When it came down to it, the number one reason salespeople had so much trouble down through the years was this: from the very beginning of the conversation, they’re trying to close the sale.
The bottom line, and the primary lesson you’ll learn from SELLability sales training, is that you won’t arrive at the close without fully completing each and every step of the sales process.
All that said, let’s see what there is to know about closing in this month’s newsletter!
Yours in Sales,
Lisa Terrenzi, CEO