In the many years I’ve been a salesperson and a sales trainer, salespeople have continually asked me, “Why can’t I seem to close a sale? I do everything according to the six steps of the sale. I do what the company requires, but I can’t get the customer to sign the contract. What am I doing wrong?”

I believe salespeople focus too much on the close and not on the process of meeting the customer’s specific needs. Most salespeople I’ve observed have a tendency to:

  1. Dominate the conversation; thus, it becomes a monologue
  2. Demonstrate only the items that get them the largest commission
  3. Sell anything in their “bag of tricks” to close something today
  4. Talk the buyer into a product or service they really do not want
  5. Take the easiest path toward a one-time sales call

This behavior wastes both the salesperson’s and the buyer’s time. For higher closing ratios, I suggest looking at these five considerations:

  1. Make the toughest sales appointments when you are at your highest energy level.
  2. Find out as much as you can about the company before you arrive.
  3. Take initiative to learn the names and faces of possible decision makers that may be attending the sales call
  4. Remain totally focused on the client/prospect you are with presently – not another, bigger appointment later that day or the appointment you just left
  5. Ask for the order. It’s simple. But, fear often prevents you from taking this final
    action.

These five simple steps would make a salesperson’s closings increase dramatically by handling each call with a more professional, pre-planned, priority-based, personal approach.

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