Closing the Deal

JACK
As I get deeper into social issues I am amazed at how closely they parallel personal problems. One of the greatest factors in solving problems, and closing deals, is an ability to finalize the issue. Specifically, great sales people know how to close. If you don’t close the deal then everything that you did leading up to it is pure waste. It’s like taking the ball to the two-yard line but not getting over the goal for a touch down. It really doesn’t matter how brilliant you were getting to that point. In the world of sales the closer is most valuable, and sometimes success depends on developing a few simple techniques. For example, your prospect says to you, “Your idea is great, but we just don’t have the budget for it.” There should be a momentary pause before you respond, “That’s too bad, but besides that what other problem is there for us to complete the deal?” It’s really amazing, but a very good question at the time. The first reason is the excuse, but when you ask what else is involved you get the real reason he is not ready to give you the order. Now you have a fighting chance to overcome the objection because you are dealing in reality. This simple device can be applied to your personal life. From “I am too tired to go out,” but besides that why don’t you want to go? “Well, I really have no desire to see that movie.” Take your time and apply the same technique to your sex life.

Another seemingly simple response from your target, “It sounds good, but let me sleep on it.” Believe it or not, there is an answer. It’s bold but it works. “Can you tell me what you will know tomorrow that you don’t know right now? This deal makes so much sense, let’s put it to work for you immediately.” A third way to make a deal when a prospect is on the fence, and making a decision for anybody is tough. Every instinct tells that person not to give you the order. Then it’s time to embellish the deal with more advantages. You will get better results if, at the earliest possible moment, you can go from being an adversary to being an associate. Figuratively, sit on the same side of the desk and never talk about his or your problem, but “our” problem. And, obviously, “our” solution.

Almost always you can cross the goal line if you are able to come up with additional benefits. In order to be a winner, one must create a sense of urgency, a belief in your target that he or she cannot do without accepting your offer – now.

In the world of politics I am continually frustrated by watching interviews. It is rare, but the best interviewer is one who asks the questions I would ask. I am still waiting for the final answer on the debate over the Iraq War. So many politicians will say, “We can only leave after we have achieved ‘victory’.” I would like to know what ‘victory’ means. I have yet to hear a clear definition.

We have previously written about the importance of being specific. I know of no deal that can be closed, or no answer that can be made unless it is specific and direct. Is everybody else as frustrated as I am, when a big-time anchor asks a tough question and the candidate never really responds to the question that is asked? Every so often we get a powerful interviewer who says, “Would you please answer my question?” It can be in matters as complex as world politics and as simple as “What kind of food do you want for dinner?” When your companion says, “I don’t know, what do you want?” Then you might say, “Do you prefer Italian or Chinese?” He blithely says, “It’s ok, I like them both.” How many people then say, “You know, you really didn’t answer my question.”

It’s amazing how each problem mirrors the other one. It can be as simple as “what are we going to eat,” or as complex as getting a contract for a major project that will help to raise your economic standards. Your enemies, your friends, will have greater respect when you’re able to state your case in specifics. Whether in politics, love or business, everybody really wants to know where you stand on the issues.

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