Don't Fall For These Closing Myths

BY Jessica Helinski
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Last week, we discussed “fake facts” in regard to presentations; now it’s time to turn our attention to closing. There are a lot of myths out there about closing, and unfortunately, reps take those myths to heart. Sales professional Amy O'Connor discusses a few of these pervasive myths in his recent article. "Let’s face it, there’s a lot of bad sales training out there as it relates to closing skills,” he writes. “And that bad training leads to bad technique, but maybe even worse, bad training leads to bad mindset.” It’s those bad mindsets that get reps into trouble when it’s time to close. The following are three myths (and the actual reality):

Myth: Closing is all about the sale.

Reality: Closing is about problem solving.

Don’t get stuck in the mindset that hitting your sales quota is the primary driver of a close. Every buyer wants to make an improvement; that’s why they buy. So, focus your closing efforts on how you can help them overcome pain points and meet their own goals. Solving their problems should be the guiding force of your process. 

Myth: Closing requires me to create urgency. 

Reality: Closing requires me to discover urgency.

So many reps are told to create a sense of urgency to push the prospect into buying. But it’s not your job to “create” anything because the urgency is already there. “When a buyer appears in front of you (a salesperson!) by their own choice, know that their sheer presence alone tells us they have urgency.” Shore explains. It’s up to you, the rep, to bring that urgency to the surface. 

Myth: Buyers don’t want to be closed.

Reality: Buyers don’t want to make a bad decision.

It’s true, your prospects don’t want to be pressured, shamed or manipulated into buying. But they also just don’t want to sign up for something they will regret. Don’t go into closing with the mindset that the prospect doesn’t want to be sold. Instead, be aware of the big decision he or she will be making and respect any hesitancy. Use your close to reassure the buyer that working with you is the best decision for him or her. 

These, along with the others in Shore’s article, are great examples of common myths that can actually hurt your chance of closing. Once you adjust your mindset, Shore believes that you will only improve your closing performance.