When is closing easy, and when is closing hard?

Closing is easy when the prospect is ready to make a decision.

Closing is hard when the prospect is not ready to decide.

Boy, I am real genius for saying that, huh?

Well some salesmen, managers, and trainers would say that it’s your job to make your prospects decide. Push them through their fears. Overcome their objections.

I don’t agree with that.

You can’t make your prospect do anything.

You can’t make them decide.

You can’t push them through their fears if they don’t want to go there.

You can’t overcome their objections.

Yes, I said *you* can’t overcome their objections. Ever.

The only person who can make the decision, get through his fears, and overcome his objections is the prospect himself.

When objections are finally resolved, it’s the prospect who has decided in his head that he no longer "objects" to something you are suggesting.

You don’t overcome objections, and you never did.

What you can do is help the prospect through this process.

If you help the prospect through the sales process, selling – and closing – gets easier.

Help the prospect understand what they really want. Help them get clarity. Help them understand at an emotional level what they want, why they want it and how important it is to them to have it.

Doing this builds a bond with your prospect. A bond of trust and respect because they feel understood.

And when a prospect is clear about what he wants, why he wants it, and that he can have it, then he’s ready.

He’s ready to "be closed" then because there is no "closing" to do. He’s ready to go forward and when you manage the sale right, he’ll be asking you to finish up the sale.

You don’t need a magic closing technique to speed things up in your selling.

You might need a shift in how you think about selling and closing though.

Closing ultimately is a process and not an event. It’s something that happens bit by bit when you sell the right way.

Closing is easy when the prospect is ready.

You can close the vast majority of your sales when you focus on helping people get ready to decide and cut loose the people who won’t deal with you straight out.

Play people straight out, and demand the same from them.

I show the thinking, the mental strategy, and the techniques for selling this way in my Persuasive Selling Skills Audio Program. Get a copy for yourself here today.

Sell with Pride,

Shameless Shamus