Sales, in its basic form, is a very simple process. In its most elemental form, sales is about discovering what people need and helping them discover where it is.
The problem with sales is that in its worst form, a salesperson attempts to convince someone that they are offering what they need, almost to the level of outright coercion and dishonesty. It is these coercive, high-pressure, self-serving behaviors that have given the sales profession its well-deserved reputation.
Many sales programs use the term “closing” to define that step in the sales process where these coercive, manipulative, disingenuous activities occur. Our sales model does not advocate or use the term closing. Aside from the negative connotation associated with “closing”, the step in the process where the customer is agreeing to engage in a business relationship is not “closing” at all. If anything, it is opening. This is the step in the process where a new relationship opens, or begins.
The more appropriate term is “conversion.” This is the point in the process where the prospect converts to being a customer. The conversion process involves no arm twisting, pressure tactics, or if-then machinations. Effective conversion simply requires a solution identified by the customer, properly defined through the sales conversation, and wonderfully developed and presented by the sales professional.
Stop engaging in behaviors, tactics, and moves in an attempt to close your prospects — the know what you are up to. Instead, raise your standards to the highest professional level and start introducing solutions your prospect are looking for.
