Blog Post If you don’t close you are working for the opposition!

If you don’t close you are working for the opposition!



If you don’t close you are working for the opposition!


You fire up the customer with your product, tell him about all the advantages of owning one and he’s hooked. He demonstrates all the buying signals but you ignore them and fail to close the sale. The next day, another salesperson comes along from a competitor company and asks for the business and it’s gone.

If you don’t close the sale, you are working for the opposition. Don’t forget this! (Quite frankly, if you don’t close, you will be working for the opposition next year, anyway. Better learn how to close properly.)

Buyers are employed to buy. Sellers are employed to sell. The only reason to get together is to complete the process. Buyers expect the sellers to ask for the business and if they don’t, there will always be another seller round the corner who will be happy to fill the gap.

So ask the question “Can I have the order?”

What’s so hard about that?

The problem here is not the question but the potential answer. What is the word that salespeople hate the most?


That was an easy question! Sales people hate to hear negative answers and they will go a long way to avoid them.

Many sales people have this problem solved. They discovered they could avoid the negative answer all together, if they don’t ask the question. This may sound strange but it happens all the time. They work hard on the customer, extracting the needs and offering benefits that satisfy those needs but when the time comes, their nerve fails them and they say, ‘Well I’ll leave that with you and you can call me when you decide’. I know of sales people who go through their whole career with this wishy-washy approach and while they do get some orders their opposition gets more.

The trouble with ‘No’ is that it seems so, well, negative. It seems so final. The first thing we have to learn about ‘No’, is that it doesn’t mean we have come to the end.

Our children understand that don’t they. When the child wants an ice cream and we say ‘No’, that’s not the end of it. That is the beginning of the negotiation as far as they are concerned.

[bctt tweet=”‘No’ usually hides an objection that it is the sellers job to uncover.” username=”richardmulvey”]

Close the sale Handle Objections

So when did we forget what ‘No’ really means.

When a customer says ‘No’ that is not the end of it. The customer will have an objection to buying what you are selling. All you have to do is find out what the objection in and then handle it and you can turn a ‘No’ into a ‘Yes’.

When a customer says ‘No’, he is simply hiding an objection. The best way to handle the ‘No’ answer is to say, ‘I am sure you must have a reason for saying ‘No’ Mr. Customer. Do you mind if I ask what it is?

He may answer by saying “You are too expensive” or “I have heard your service is no good.” These are both objections and can be easily handled.

Another approach is to try ‘What if?’ when the customer says ‘No’.

“What if I was able to offer you a bigger discount for a larger order?”

If you want to stay working for the company instead of hunting for another job make sure you ask for the order at every possibility and you will close more sales.


Close more sales!

Join the online course

Check out the online course, Closing every Sale, from Richard Mulvey’s Business School for Entrepreneurs. You can have immediate access and close more sales today.

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