“Instead of focusing on closing the deal, spend your time opening the relationship with your customer.” – Scott Ingram in today’s Tip 1356
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from DJ Sebastian. As a top-producing sales executive for some of the best technology companies, DJ learned that to become great at selling, you must be a great communicator. Now, as a sales coach and author, DJ’s mission is to help the next generation of B2B sales professionals become elite sellers. Here he is:
DJ Sebastian: The Always Be Closing Myth. The phrase always be closing has been a sales mantra since the days when door-to-door salesmen, walked from house to house in search of their next naive customer who would fall prey for their pushy sales pitch. Some sales managers might still invoke this tired old refrain by chanting ABC always be closing. When you hear this, here’s better advice ignore always be closing. It’s a myth. Here’s why.
First, closing implies a discreet event where the salesperson manipulates the customer with sneaky harsh tactics that should be avoided.
Second, a closing mindset implies a single transactional event where no relationship is being cultivated. If you have this short-term mindset, the only positive outcome is when you close the deal and then move on to your next victim. This is not how elite sales professionals think or act.
Third, customers are much more knowledgeable and savvy when it comes to researching possible solutions. Many of them expect to perform upwards of 90% of their product research before even contacting salespeople.
Instead of focusing on closing the deal, spend your time opening the relationship with your customer. Here’s how.
First, collaborate with your customer on the steps, the vision, and the proof points.
Second, conduct discovery sessions to mutually identify areas of customer need, either known or hidden issues that you have uncovered through interactive dialogue.
Third, focus your sales process on how you can generate substantial business value for your customer.
This approach positions you as a partner, not just a vendor, and increases your chance of winning and opening the customer relationship.