The Closing Fallacy

There’s a disturbing myth going around in consulting sales.

It goes like this:

“I’m no good at selling because I don’t know how to close.”

Let’s dig into that.

There’s an assumption that a moment in time – “the close” – determines the success of your sale. Not true. Many moments add up to the sum total of “a sale.”

If “closing” can be taken to mean “asking for the sale,” then perhaps you’re not good at it. That’s not a wholesale indictment of your selling skills, though. You may be good at lots of other things that are crucial to the sale, like starting conversations, running discovery calls, and creating offers that are perfect for your potential clients.

Asking for the sale can also be learned. The reason many don’t want to learn it is they assume that asking for the sale is manipulative. It doesn’t have to be – not the way I see it.

Asking for the sale should only come when you’re completely convinced that you can help your client. That they’d be at least slightly better off working with you.

There’s nothing wrong with telling them your opinion on the matter.