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We are fanatical. we are obsessed. we are freaks. yeah, all right. hello. sales freezes aid in here with another episode of sales freak. and today I wanna talk to you about always be closing.
Now we've heard a lot about closing. it's part of the sales process. well, is it relevant today? and if it is relevant, has it changed? and if so, how has it changed?
So we're gonna look at that today. now there are really two different skill sets when you come to to selling. I mean, there's definitely people that are really good. they used to call them hunters, right? and then there was people that were really good that we're farmers.
So opening business and mining the business. but the closer has always been kind of you know who's doing the closing and when you start getting into technical sales, more soft sales, online sales, they usually have now new business developers, and then they have the closures, if you will.
They come in and they close. the one person sets up. the appointment gets the customer interested, uh, qualifies them, make sure that they're interested.
Then the closure comes in, and then, of course, they become part of the on boarding process. so closing is a skill set in itself, as is prospecting, and so many companies leave the salesperson to be both prospector, the closer and the farmer.
And so a lot of sales people gravitate towards the farming because there's a relationship there, they can expand it, and most salespeople are very good at that. then there's the prospecting that is a skill set in itself.
And then so it was closing. so today we're gonna focus on a little bit about closing. and where does it play? and how important is it in the process of the sale skill set.
So for those who have been around for a long time in the sales, you know, the old famous always be closing, which is really well, uh, shown in this, uh, in this video day b c a always b be c closing, always be closing.
Always be closing. so we know that famous glengarry glen ross move you out. baldwin does a great job there in the in the first seven minutes.
Uh, just into the movie. there's a seven minutes part which we all know, right? it's it's a great little part. so it's always be closing. and that's a famous line.
The question is, is always be closing still relevant today, and if so, has it changed? well, let's talk about closing for a second.
Closing is not an event. closing is a process, so it's not something you do, and all of sudden you close. there are there are people that have done that that are closed. closed? I just watched a video on youtube the other day of a guy that has a closing class and he spent i'm gonna say an hour and a half. the thing was an hour and a half trying to close someone. now, I don't advocate that i'm not for that. the person wasn't ready. you can close close all day.
They're gonna they're gonna buy. they're gonna have buyer's remorse. what have you, especially when it was a large ticket items. so we don't want to manipulate and make someone do something they don't want to do. but what we do want to do is we want to guide them down the purchasing journey.
We want to take them from unawareness of us and our brand to create awareness prospecting. and then we start to create a process of steps of minor steps of minor little steps of commitment so that we can get the prospect from here to there.
We have them cross the chasm, as we talked about in my book. insightful selling. it's about crossing the chasm, right? the steps study asked, learn exposed solve right at the sales study asked, weren't exposed salt.
So it's a sequence of steps and obviously is little steps to big steps. it's really no different than any of us that have been in relationships, right? we've all closed the person that we're dating, we've closed the person that we're marrying, we meet them and we don't ask for marriage on the first day. now the odd person does, obviously.
But it's a process, right? it's a, uh it's a an awareness. we create awareness. hey, here, who I am.
Then there's maybe a phone call. there's, you know, there's a there's a maybe meet for a coffee and a snack, then at dinner and dating.
It's a process, and it's no different than being in sales and creating a customer. it's a process, and sometimes you close that customer inside of a day or two, and sometimes you close that customer within a couple a couple weeks, and sometimes you close that customer within a few months. whatever it is, there is always a difference depending on what you're selling and the customer and their industry.
So it's recognizing that closing is a process and a step, a set of steps that it takes them from unawareness to becoming a customer to becoming a client.
So when we think about prospecting, one of the things we might want to think about is, uh, not a sort of closing is not closing, but adding more value as we go down and as you add more value, adding more time to the equation.
But you're spending more time, and the customer is spending more time. so you're committed and they are committed. and when you're both committed on time, then it's not a transactional sale. it starts becoming a collaborative relationship, and you close because of enclosing, just becomes part of the process.
Yes, it helps to be able to ask certain questions. it's it's great to have some assumptions in there. it's great to have some type of power and control in the conversation and lead them down the path and lead them to the promised land.
But it's not a manipulative approach. it really is, uh, a process, a set of activities. now what I like is when you take a look at and we take a look at some of the, uh, various books out there, one of the things I really like is the book combo prospecting.
Now combo prospecting has a has three steps that a seller should never attempt right. the seller should never attempt to close until these three bases are covered. right. number one.
Establish trust and rapport by by being authentic, insightful and a domain expert right step to from combo prospect. and talks about agree on the compelling on the compelling business value as defined by them with a future state vision and rock salt business case and third, understanding their timing and priorities, as well as their process for evaluation, selection and procurement.
Okay, so if you look at this three steps, there's really nothing manipulative about it. there's nothing about a forceful, always be closing mindset. it's simply aligning with the way your prospect buys.
It's aligning with the way that they do it. number one established trust and report being authentic, right, insightful number to agree on a compelling business value.
So how do they define value? right? and the more value we bring, the more valuable we are now as defined with the future state. so what is meaning by this?
What does the promised land look like? so if you are dating someone what's the future look like? are they wanting to get married? have kids? are they done with their kids?
It's, uh, they've had their kids. they're moving on to a different part of their life. it's very important to know what they want because you're not going to waste your time trying to close a customer or too close a relationship.
If they want to have kids and you don't right, so you are lined with the future state. yes, we both agree we want to get married. we both agree that we're going to have kids. were both of you on this or there's no commonality there. and there's no point in trying to waste your time closing or moving along. the progression of the sale now understand their timing and priority, as well as their process for evaluation, selection and procurement.
Now, did this ever take me a long time to learn? uh mm. it took me a number of years before I really clued in and I would ask a question like okay, mr. customer, what does success look like?
If we're going to try this? if we're gonna start moving towards maybe you becoming a customer and you're going to try on my product. mr. customer, what does that look like to you, right? is it a one week test? is it a one year test, you know, is how does what?
What does success look like? does it have? you know, we're talking about four finish on the floor as an example.
You know how shine doesn't have to be, how dirt resistant, you know, when what shine level. how often are you scrubbing recording now. so if we reduce that a little bit, is that success?
You know, if we reduce it by how much exact success and what we're doing is we're purchasing, you know, they're processing evaluation. selection of what we're talking about here is we're narrowing it down. so, uh, here's where we are. we're going to trial the product, but here's what success looks like.
And if we get into this process, then we naturally become or you naturally come where they naturally become a customer. it's not a matter of manipulation.
It's not a matter of force. it's a matter of of having a process, a process in place, that this is what success looks like. and if we get here on this timeline, then it naturally closes.
So in that example, I gave the customer says, well, we like to try it for at least a month, or we'd like to put it down when we're talking about four finished as an example, i'd like to put it down in easter, easter break and evaluated during the summer. or i'd like to put it down in november and evaluated through the winter.
So when so then that's great. now you have crowder's right now it's like, okay, mr customer. so we're gonna put it down november we're gonna start seeing ice, ice and ice melter and salt and wear and tear.
What does success look like? well, if it's like this become january or february, then that looks good. and okay, so if it does this and this by january or by february, then then you're ready to move forward?
Yes. so now you have the parameters in place. you have the process for evaluation and they simply mm towards the close. and the final thing would be the procurement right or the purchasing.
So how do they purchase do? do you do all the testing? and they try everything. and then they say, oh, well, we're going to send out to everybody and ask for the lowest bid.
And you don't have an exclusive on your product. right? so you want to evaluate these things, but closing is a process now. another evaluation I like is yeah, is a, like, talk a little bit about yeah.
Sorry. mhm. yeah. can't see what you can see. so i'm not sure if you can see me or not. mm. mhm. so what we want to do or what I want to talk to you about is an theory knows the law started closing.
Now I like what he says here because what he says is uh huh. nothing about always be closing will require that you return to bad practices and tacky techniques that have come to define the stereotypical hard sell.
Nothing will always closing means that you have to be self oriented or that you need to do anything that would betray your clients. trust. none of the ideas in this book will cause to cause you to damage your relationship with your prospective client or destroy trust.
In fact, the ideas here transform your relationships and grow your trust, and that's what we're talking about here. when we're talking about closing, we're not talking about having some person come in and hard line pressure clothes and make you do something you don't want.
We all have to wake up with a clear conscience every morning, and we need to do things that are ethical and that are in the best interest of our prospects.
Now we need to believe it's the best interests of our prospect to buy, purchase and work with our company and our products or services. and so we work with them and align with their goals with their objectives and take them to where they want. we have to lead it.
We take them. we find out what the promised land looks like, and we take them to the promised land. we hold their hand. we guide them down the yellow brick road because that's what professional selling is about.
It's about understanding where your customer wants to get to and then taking the steps we're taking, leading them down the steps to success. so closing is not an event. it's not something you do.
It's something that you do from you always do from the beginning. always be closing. and what that means is is know what the future looks like?
No. the destination. figure out how the best way to get there is. and then it will guide your prospect according to their future bass vision, and guide them to the conclusion and to the success and to help them achieve their goals, their objectives, utilizing your product or service so we don't lead with our product. we lied to our product. we find out what they need.
We find out their issues, the challenges we find out where the where the pain is, where the bleeding neck is and we fix it, we guide them, we help fix it, and we take them to the promised land.
So that's what closing is to me. and I encourage you to look at the books. uh, law started closing by anthony arino and combo prospecting or combo selling and recognize that good.
Make sure I get the right name of the book combo prospecting. that's right. and recognize that, uh, that prospecting is something that we do to help our prospect by.
It's not something we crush them with. and as I said, I just watched a video the other day of very prominent person has a school on the topic, and, uh, you don't need to crush people over the head and bang overhead. you find someone that needs what you have and you guide them down that process.
Yes, you help me get over the fear of purchasing, but it's not about manipulation. it's about leading them to where they want to get to and aligning with your goals and their goals.
So if we take the example of marriage, you're not closing anybody. if they want to have kids and you don't want to have kids, if you if you connect and create a relationship based on that, it's not gonna end well, you need to both be aligned. both say yes. we want kids or both know we want to travel no kids or whatever it is and you're aligned.
And you do that in the beginning or in the very early beginning through the discovery stage. and then you lead the customer to the promised land to where they want to get, too, which is probably reducing expenses and increasing revenue.
So I hope you found this of value. I'm Adon rig. you are watching sales freak. we come to you every wednesday, 12 p.m. pacific text me 3159 zero freak 31590373 to 5 and you'll get tips, insights and perspectives on a weekly basis.
You can unsubscribe anytime by texting. stop aiding rig. and you have been watching sales freak. I will see you in the next episode. mhm, yeah.