Mistakes Smart Salespeople Make How to Turn Any Mistake Into A

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they actually believe it or mean it.
People often don t know what they want or why.
People often buy things that they don t need. People
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sometimes lie about what they want or why they buy.
Why? Who knows they just do.
When you project your personal biases onto the
sales process, you are assuming that everyone who
buys, buys like you and for the same reasons. You are
also assuming that when they don t buy for a reason
that is similar to one of your reasons, it makes perfect
sense.
This attitude sooner or later is going to cost you a
lot of sales.
Turn It Around
Stay neutral during the sales process.
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MISTAKE #70: Not Asking for the
Business
A number of years ago, Sales and Marketing magazine
did a survey. Their research indicated that 60 percent
of the time in a sales-closing situation, the salesperson
failed to ask for the order.
People want to buy things, but often they don t want
to make the decision to buy things. Why? They want a
better life, a more successful business, or happier rela-
tionships, but they don t want to commit the money,
time, or energy that will give them these things.
Consider this: during every sales presentation, a sale
is closed. Either you sell your product or service to the
prospect or they sell you on why they don t need it,
can t afford it, or don t need it now.
Why don t salespeople after going through all the
time, energy, and effort to present their product or
service ask for the business?
I have discovered that there are five main reasons:
1. They fear a no or rejection.
2. They feel that if they have done a good job present-
ing the product or service, the prospect will buy.
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3. They don t know how to close the sale.
4. They don t have a closing strategy.
5. They never got control of the sales process from
the beginning and they don t know how to get it
at the end.
Turn It Around
Ask for the order.
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MISTAKE #71: Lacking a Closing
Strategy
Closing the sale is not an event. It is:
" having effective prospecting skills
" having a closing awareness or attitude
" related to everything that you have done up to the
final close
" based on the ability to come from the customer s
perspective
" grounded in the ability to create a high level of
trust
Attempting to close a sale without all of the above
criteria is to invite a no sale result. Most poor
prospects attempt to get the salesperson to move to
the close quickly and then base their decision not to
buy on price or some other stall tactic that most sales-
people can t effectively handle. Therefore, the entire
sales process comes down to a nickel or some differen-
tial that you can t control.
Few salespeople have a closing strategy a
process that they follow with each and every sales
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opportunity. They ask a few questions, jump into the
presentation too soon, try to overcome any objections,
and go for the close. The successful salespeople know
the outcome long before they get to the end of this
routine process, and they do it by ensuring that each of
the above steps is in place before they ask their closing
question.
People generally don t like to make buying deci-
sions. The primary reason is that they don t want to
make a poor or wrong decision. For years, traditional
sales closing methods asked people to make a decision.
For example: Do you want it in green or red?
(Alternative choice close.) Do you want to use your
pen or mine? (Action close.) Can we write up an order
now? (Direct close.)
Each of these closing techniques, even though it can
work, has two fundamental problems:
1. It asks the prospect to make a decision.
2. The average salesperson is uncomfortable using it.
Since people don t like to make decisions, I suggest
you stop asking them to. Here is a simple close that I
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have been using for over thirty years: make the buying
decision for the prospect, and ask them to agree with
the decision you have made. It goes like this: Let s do
this, is that okay? Let s arrange for delivery on the
fifteenth, is that okay? Let s get together on
Thursday at 10 a.m., is that okay?
This close works for three reasons:
1. It gets a decision made, but the prospect doesn t
feel as though they have to make it. By agreeing
with you, they, in essence, do make the decision.
I have found that people want to get decisions
made, but don t want to make them.
2. It is common language. I guarantee in the next
two to three days you will either say to someone
or hear from someone, Let s go to the movie,
okay? or Let s go out to dinner tonight, okay?
3. It is easy to remember and use, and it gets the job
done.
When you use this close, the prospect has only
three options:
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1. They can go along with both your decision for
them and your recommendation.
2. They go along with your decision, but don t like
your recommendation. In both cases, you have a
close.
3. They go along with neither your decision nor
recommendation. No sale. However, using this
with a qualified prospect gives you a 2-out-of-3
closing percentage.
If two people want to do business together, they
won t let the details get in the way. If they don t want
to do business, any detail will get in the way.
Turn It Around
Have a closing methodology that works and is repeat-
able.
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MISTAKE #72: Advertising
Concessions
Advertising your willingness to make a concession
before you are asked to make one is insanity. What do
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