Closing the sale – the definitive answers you won’t like.

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Closing the sale – the definitive answers you won’t like.

“A – B – C. Always BeClosing.”

You may know that line fromthe infamous sales movie Glengarry Glen Ross where Alex Baldwin plays himself.It’s a throwback sales training line from the 1960’s that manifested itself allthe way to the ’80s. The problem with that line is that some people are stillusing it.

Whenever I do a seminar,everyone wants to know the fastestway to close the sale, the easiestway to close the sale, and the bestway to close the sale.

REALITY: There is no fastway, there is no easy way, and there is no best way.

However, there is abetter way than thinking of it as closing the sale. And once you understandwhat that way is, it will change your approach to the sale, for the better,forever…

It’s not the “close,”it’s the open.

From the moment youengage the prospective customer, they’re beginning to make a judgment. Firstthey judge you, then they judge what they’re buying, and finally they judgewhat company they’re buying it from. As I’ve said for years, the first salethat’s made is the salesperson (that would be you).

The secret of selling isfour words: perceived value and perceived difference. Two of the four words arethe same: perceived.

If your prospectivecustomer perceives no difference between you and the competition, and perceivesno value (better stated, a greater value) in what you’re offering, then allthat’s left is price – and you will most likely lose the sale. Or if you winthe sale, it will be at the expense of your profit.

There are two intangiblesthat, when combined, create a better chance, a better percentage, of youcompleting the sale. They are “comfort” and “fit.” How comfortable were youwith the prospective customer? How comfortable was the prospective customerwith you? And was there a perceived fit? Did what you were selling fit withwhat the customer needed or wanted to buy?

So I’m going back to myoriginal statement: It’s not the close,it’s the open.

Let me give you a popquiz that will determine whether or not you were even ready to open.

How is your attitude? Howstrong is your belief system? Do you have a GREAT attitude? Do you have animpenetrable belief in your company, your products or services, and yourself?Do you also believe that the customer is better off having purchased from you?

How well have youresearched both the company and the person that you’re meeting with?Preparation for the sale is broken down into three parts: personal preparation,sales preparation, and preparation in terms of the prospect – with thiscritical caveat: PREPARATION IN TERMS OF THE PROSPECT.

Do you know what theirreasons for buying are? Do you know what their motive(s) for buying might be?If you know their reasons and their motives, by definition, you will also knowtheir urgency. NOTE WELL: Your reasons for selling pale in comparison to theirreasons for buying.

When you first spoke onthe phone with the prospect, was it a friendly encounter? Were you familiarwith them? Were they familiar with you? Did you develop any rapport prior toarriving? Do you have anything in common?

Prior to yourface-to-face appointment or your telephone appointment to complete the sale, andin addition to your preparation, you must have a goal for the customer to likeyou, believe you, have confidence in you, and trust you. If those goals are notachieved within the framework of the sales presentation, then the completion ofthe sale will never become a reality.

SELF-TEST: Rather than meteaching you a closing question, here are some tough questions that you mustask yourself before, during, andafter every presentation that you make. These questions, if answered positivelyin the mind of the prospective customer, will preclude you from ever having to”ask a closing question.”

In paraphrasing my opening statement: If itdoesn’t start right, it won’t end right.

  • How ready were you?
  • How friendly were you?
  • How engaging were you?
  • How different were you?
  • How valuable were you?
  • How compelling wereyou?
  • How believable wereyou?
  • How credible were you?
  • How self-confident wereyou?
  • How relatable were you?
  • How trustworthy wereyou perceived to be?

Closing the sale is notan action. It’s a culmination and a sum total of the elements that make afavorable decision possible. As I’ve written in my Sales Bible, the close of a sale is a delicate balance between yourwords and deeds, and the prospect’s thoughts and perceptions.

And a sale is alwaysmade. Either you sell the prospect on yes, or they sell you on no.

You give me a prepared,friendly, engaging, different, valuable, compelling, believable,self-confident, relatable, trustworthy salesperson – and I’ll give you a sale!

Don’t close the sale -rather, complete the sales process and begin the relationship.

It’s not theresponsibility of the salesperson to close the sale. It is the responsibilityof the salesperson to earn the sale.

Ifyou are interested in the eight personal barriers that you create before orduring the sale, go to, register if you are a first-timevisitor, and enter the word BARRIER in the GitBit box,

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© 2017 All Rights Reserved. Don’t even think about reproducing this document without written permission from GitGo, LLC, Jeffrey H. Gitomer and Buy Gitomer. 704/333-1112


KING OF SALES, The author of twelve best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His real-world ideas and content are also available as online courses at

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