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Total Selling

Total Selling

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Published by: nolimitbond7292 on Nov 18, 2010
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Asking for the commitment is the most important phase of the sales
process. I have had personal experience in being a “professional vis-
itor.” A professional visitor is someone who is very good at the
previous phases of the sales process, as I’ve described them, yet will
never simply come out and ask for the order, ask for the commit-
ment, or ask the customer to move to the next step.
This is really the difference between being average in sales and
being exceptional in sales. You know what? It’snot about closing.
You can’tcloseasale.
Let me repeat that. You cannot close a sale. Too many salespeo-
ple have read books on how to close a sale, with titles like The
Academy of Closing,The Secrets of Closing,The Top Closers,or other
nonsense like that.

The best salespeople are people who understand that at the end
of the presentation there is a transition to make into the next step.And
it’s not closing. It’s a very similar idea, yet in a very subtle and pow-
erful way it’s completely different. The last phase of the sales


process is to simply ask for a commitment.
In some cases this means asking for additional meetings or infor-
mation, or asking for the customer to commit to give us more time.
In other cases it means asking the customer to let us compete for a
piece of that business that we know is out there.

Ask the Sales Doctor


Here’s a question from Carlotta: “I don’t get it, Warren. All

the books I’ve read tell me I have to be a strong closer—

and you tell me that that’s a fallacy, that I don’t have to

close at all. If I can’t close the sale, how am I going to earn

my way in the straight commission business that I’m in?”


There is a very subtle difference between the phrase “clos-

ing the sale” and the phrase “ask for the sale.” What I’m

suggesting is that the customer decides whether they are

going to buy or not buy. Our job is to simply ask the ques-

tion, to ask the obligating question. We certainly want

customers to make decisions to movein our direction. That

is, to buy products and services from us. However, doing so

is not based on manipulativecloses that welearn byheart

and present to our customer in a way that weposition our-

selves to win regardless of whether the customer wins. Yes,

wehaveto bring the business in the door,yet the way we do

that is byasking the customer to buy, not by trying to close

the customer. It’s a very interesting distinction. We don’t

close. The customer decides whether they are going to buy

or not buy.

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