What would it be worth to talk for 5 hours with a sales expert all about closing the deal? If you’re in sales, than you already know that while the close only represents a small portion of the transaction, it also represents 100% of your income. On December 12, 2014 International sales expert and NY Times best selling author Grant Cardone did an epic 5 hour live webinar entitled Secrets Of Closing The Sale. Originally scheduled for 3, Grant went on to elaborate and drop some serious bombs on closing strategies and closing mindsets.
One of these wake up calls was a slide entitled “Why YOU Struggle In The Close.” Grant listed off eight reasons and gave commentary on each one. Here they are as presented
1. No Commitment to Greatness
You have to get committed. You have to be all in. Grant makes this #1 for a reason. Every success is preceded by a commitment to greatness. Look at some of the really big wins throughout history. The Moon landing comes to mind. If JFK handed thrown down the gauntlet as he did, would we have ever made it? Probably not. Great closers are commit to greatness in all areas of life
2. Shortage of Closing Material
If you went into a firefight with only 3 bullets, what kind of outcome can you expect?
3. Believe Price is the Issue.
People buy to solve a problem. Price is never the real issue. Grant dedicates an entire chapter to this in Sell Or Be Sold called The Price Myth. Price is never the reason why people don’t buy no matter what they tell you. If you can solve their problem, make them feel good and you’re confident, price won’t be the issue. Period.
4. Buy the Customer’s Story.
For a full explanation into this you’ll have to watch the webinar because Grant reveals a proprietary trade secret that is entwined in this fourth reason why you struggle in the close. To help you get a handle on this though, just know that more often than not an “objection” is more like a complaint. It’s not real. Salespeople who buy into the customer’s story limit their production. Again, sell or be sold. Follow?
5. Unwilling to pressure.
In Grant’s book, The Closer’s Survival Guide, he talks about pressure and how it has been taught that it’s a bad thing, that’s it’s wrong, rude, or inappropriate. The reality is, pressure, as Grant has said is what makes a diamond. There’s two kinds of pressure. Good pressure and bad. If you believe enough in what you’re doing, in your product, in your service, in your company, you should in turn be willing to apply good pressure to help get the job done. Would you preasure someone to not do drugs? “If the purpose is high enough, you’d pressure somebody.” So get clear on what pressure means for you and start thinking with this. The real message behind pressure is, is your purpose high enough?
6. Lack financial goals
If you’re not driven by something, stay home. The 10X Rule tells us many things, among that is “average is a failing formula.” If you struggle in the close, you may need to review your financial goals. Financial goals are tied in with what you want out of this life. For example, if you want to take your entire family to Disneyland for a week, that is going to cost some money. If you want to make sure your parents will be well taken care of in their twilight years, that too will cost money. You need to make sure that you’re not just going to work to work, but that you go to work for your dreams and goals. You also need to make sure that you got some big juicy dreams and goals that motivate you to keep going when the going gets tough!
7. No training
It has been said that it takes 10,000 hours to master a skill. There are many people in the United States who spent 4 years studying a foreign language in high school, yet cannot speak it to save their life. Why? No practice. That’s why. Great athletes know there is a difference between learning a play, practicing a play and performing a play. The same can be said for the actor or musician or martial artist. Learning, practicing and execution are all very different. Closing is a skill and a depreciating asset. If you’re not practicing your craft daily, you’re going backwards. Period.
8. Not sold
There’s an old closing technique from the auto industry called The Three M’s. It stands for Me, Money, Machine. When a customer needs to think about the salesman will say, “You’re going to be thinking about 3 things. Can I share them with you? One, Is this vehicle you’d like to own? Two, am I the kind of person you want to do business with? And three, does the money work?” The salesman will then use the answers to the three questions to try to eliminate the objection and close the sale. How about you? The sales professional? Are you sold on you? Are you sold on the product? Are you sold on the offering? If not, how can you expect others to be?
In conclusion, how does this help? These are 8 reason you struggle in the close. These may not be the only reasons, but for sure, these are the 8 most common. If you’re looking for more and to dig deeper into the art and science of closing a deal, make sure you check out Grant’s Secrets Of Closing The Sale webinar.