By Amy O’Connor
Closing is about making it easy for people to do what is in their best interest to do. Closing in its purest form is actually all about influencing and persuading others to do things that will improve their lives, and, in that vein, closing becomes something sales people do for buyers not to buyers.
Think about a time when you properly influenced someone to do what was in their best interest to do even if they were reluctant. Maybe you pushed someone to stop smoking or join a gym. Maybe you insisted that your kids eat their vegetables before having dessert. Perhaps you encouraged a friend to leave a dead end job or get out of an abusive relationship.
In those instances, why did you use your power to influence your friend or family member? Was it for selfish reasons or was it because you knew it was the right thing for them?
Understanding why and how you influence others will help you identify what type of sales closer you are.
The Three Types of Closers
1. The Yielder
When it comes to closing, the yielder avoids intrusion at all costs. The yielder is so afraid of being seen by the buyer as “pushy” or “aggressive” that they shy away from asking any closing questions at all. Yielders believe that it is best to leave the buyer alone to make their own decisions.
While yielders believe that they are doing buyers a favor by creating a low-pressure selling environment, the opposite is actually true. Yielding is form of selfishness. A yielding sales person helps no one.
2. The Influencer
Influencers understand that it is not only acceptable but often times necessary to nudge buyers in the right direction. An influencer’s main focus is to help the buyer achieve their mission, and they are more than okay with applying the appropriate amount of assertive behavior to do so.
Influencers help buyers easily do what is in their best interest to do. They ask closing questions early and often throughout the selling process.
3. The Manipulator
Manipulators will say and do anything to get a sale. They are not concerned with the truth or what is in the best interest of the buyer.
Manipulators focus on their commission instead of the customer’s mission, they display overly aggressive, self-centered behavior and they don’t mind tricking the buyer to make a decision that is not right for them. Manipulation in sales is unacceptable, and it gives this noble profession a bad rap.
So I must ask, what type of closer are you? What type of closer would you rather be? How are you going to get there?
What beliefs do you have that you need to challenge so you are the right type of closer for your buyer? Remember, the yielder helps no one and being a manipulator is unacceptable. Our goal in closing is to always properly influence and persuade so we can help others achieve their mission.