The Most Important Rule in Closing the Sale

It took some time for me to learn the most important rule in closing the sale

. I'm not even sure how many sales I have goofed and how much money I have lost in the beginning of my sales career because nobody told me about this rule. In retrospect this rule is quite obvious but for some reason I didn't apply it in my every day sales appointments.

Actually I was surprised when I heard that most salespeople make the same mistake that I did in the beginning, because they are afraid to obey this rule. What surprised me even more was the fact that even many experienced salespeople don't apply this rule in their work because of the most fatal disease in our wonderful profession: the fear of rejection.

The turning point for me

I still remember the day when I was driving in my car and listening to Tom Hopkins' excellent audio book on selling. The car stereo's volume was very loud so when he yelled this rule from the speakers, it actually stuck in my mind forever. Thank you Tom, for your wonderful audio books! You helped me make a crucial modification in my closing strategy.

Can you guess what the rule is?

You don't have to be a rocket scientist, Harvard MBA or Einstein to learn and apply this rule. All it takes is just a little courage and discipline. The trick is that when you have asked the final closing question, all you have to do is just one thing. Well actually two things: 1. SHUT UP and 2. Remember to SMILE politely and sincerely. That's all. :)

This sounds very simple and obvious but the fact is that the majority of salespeople are afraid of closing because they are afraid of rejection. This is the main reason why they can't keep their mouth shut and keep talking after they have asked the final closing question.

Remember this: The first person who talks after the final closing question usually ends up owning the product or service. Let your customer have the product or service. The only way to make this happen is to shut up and smile politely and sincerely after the final closing question. Don't interrupt your customer's thought processes when he's trying to make a decision. If you have to sit quietly for half an hour, remember to smile the whole time politely and sincerely. But let your customer take all the time he needs to make the decision.

All undecided customers can sit quietly if they know that the salesperson is going to crack under the pressure of the silence because then they don't have to buy the product or service. That's why all professional sales guerrillas are mentally prepared to shut up for long periods of time so that the pressure of the silence will help the customer in making the purchase decision.

Example

"Frank and Lisa, I'm happy to see that you are both excited about the benefits that this wonderful product offers you. Which would you prefer to make, a 10 % or 15 % percent initial investment to make this great product yours today?"

Then shut up, have your pen in your hand, stare at the order form and smile sincerely until the customer answers your question. :)

Have fun and good luck!

2010 Jani Malmborg

The Most Important Rule in Closing the Sale

By: Jani Malmborg

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