8 Ways to Change The Way You Think About Closing

“The happiness in your life depends upon the quality of your thoughts.” – Marcus Aurelius

What is your first thought when you hear the word “closing?” Is it “Yes! Let’s finish this deal!!!” Or is it, “Yikes! This scares the “h-e-double-toothpicks” out of me!!!”

Unfortunately, too many salespeople have negative thoughts about this fundamental part of the sales process. “Maybe I’ll sound too pushy…” “What if they’re not ready…” “Is NOW the time, or should I wait…” Thoughts like these will make your job miserable! I mean, the point of sales is to sell something – and selling requires closing.

On the other hand, salespeople who love their job, love closing. They think of it like it’s the pot-of-gold at the end of the rainbow. The “X” that marks the spot. The “I do” at the end of the wedding ceremony. For them, closing means life is good!

There’s an old proverb that says “As a man thinks, so he is…” (this includes you women too!) So, how can we think “better” about closing? How can we change our perspective on this key part of our sales presentation?

Here are 8 truths about closing that will radically affect any negative “juju” you may have about closing:

1. Closing is Completion. It’s not just the completion of the sales process. More importantly, it is the completion of the customer’s mission. Stop thinking this is about you—it’s not! A buyer-centric approach will force you to understand that the benefit of closing questions goes to your customer.

2. Closing is Polite. In the inverse, not closing is impolite. Forcing a customer to come to you, hat-in-hand, asking for permission to buy your product is just rude. Closing in your customer’s best interest is the courteous and polite thing to do.

3. Closing is Expected. Take a look at your business card. Is there anything on it that suggests you are a salesperson? Think of your customers’ Do they not understand that this is a sales process? Of course they do.

Do you really believe your closing question is going to shock them? Salesperson: “Would you like to purchase this?” Customer: “Oh…Oh…Is that what we were doing here? I had no idea.” It’s silly. Everyone knows what is happening. Roll with it, my friends.

4. Closing is Art. Performance art, to be specific. I might be able to play “Georgia On My Mind” well enough for you to recognize it, but you would not describe my piano stylings as “art.” There are subtle and important nuances that transform a song into an art form.

This reminds me of the witticism from years past: Question: “Excuse me, can you tell me how to get to Carnegie Hall?” Answer: “Practice, practice, practice.” Like any art form, closing takes a lot of hard work and perseverance to make it beautiful.

5. Closing is Relational. I am floored by books that claim to be customer-service friendly, but then espouse deception and manipulation when it comes to the close. The close is an extension of the service you provide to your customer.

As such, the close must be as relational as any other part of the process. Here’s a tip: Think of how you would close your sister or your best friend. Do that with all your customers.

6. Closing is Joyous. The close is the fulfillment of the customer’s mission. As such, this should be a happy time. Too often, the salesperson doesn’t allow for the release of emotion. If the close is not a happy time for your customer, you’re doing it wrong.

7. Closing is Providing. If you want to get good at the close, it pays to think about what happens next. After the transaction is complete, your customer is living in a different world. Theirs is a new and better reality. Their life has improved. They are more satisfied and fulfilled. And all because you did your job!

8. Closing is Assertive. Be careful about definitions, here. There is a world of difference between being assertive and being forceful. Once again, what matters is intent.

If your intention is to truly serve your customer, there are times when being assertive is absolutely the right thing to do. “I hope you will trust me when I say that I would not lead you in the wrong direction. If I didn’t think this was right for you, I would absolutely say so. Trust me, this is the right thing to do.” How a customer accepts that phrase depends entirely on the level of trust that was established.

Hopefully you can see that closing is actually one of the most exciting aspects of the sales process. This is where your sales skills come to fruition and lead to positively impacting the lives of your customer. Who wouldn’t want to do that!

So, think positively about closing and you will definitely change your customer’s world.