Here are three essential attitudes that can dramatically increase your sales closing power: the attitude of persistence, the attitude of sincere enthusiasm and the attitude of superior value.

1.The attitude of persistence: In the absence of standards for persistence, salespeople tend to follow the path of least resistance. Sales superstars chose to endure in the face of difficulties. They come back with closing questions after they have handled customer objections, they correctly interpret a no as “tell me more,” and they are committed to ask for the order as many times as it takes to get it. Yet sales superstars never overstay their welcome. They persist politely. They don’t fight resistance, but roll with the flow of the punches.

Very few companies set specific guidelines for salespeople advising them as to how many attempts should be made to close the sale. In some companies salespeople are asked to make at least three attempts to close the sale during a presentation, yet sales managers rarely monitor these performance standards. A survey of closing attempts conducted at Notre Dame University found that 46 percent asked for the order once and then quit. Twenty-four percent asked for the order twice and then quit. Fourteen percent asked for the order three times. Twelve percent asked for the order four times. Yet the survey showed that 60 percent of the acceptances came on the fifth attempt. James Samuel Knox, a very insightful sales trainer and author, once said: “When I am convinced that my proposition is to a prospect’s advantage and will make him money, and then fail to urge him to take it, I feel that I am not giving him a square deal. That is the reason I am so persistent. If you really want to meet with success in closing sales, keep coming back and keep coming back…”

2.The attitude of enthusiasm:
It is nearly impossible for someone else to frown at you while you are smiling.

Before you can sell to anybody, you must be sold yourself. If you can’t close the sale with enthusiasm, your prospect will show you the door with enthusiasm. Bill Brooks, a successful convention speaker and sales expert, once told me: Your prospect’s belief can never be stronger than your own. Bill Brooks makes a strong case for believing in your company, your product and yourself.

Many salespeople experience a certain fear of being too enthusiastic. They don’t want to antagonize the client with hype. You can be enthusiastic and close the sale without overstepping the limits of good taste. Amateurs in selling often lack enthusiasm without being aware of their negative image. As they learn about the power of enthusiasm, they sometimes get carried away without recognizing that excessive enthusiasm can indeed antagonize a prospect. The most successful salespeople know how to create a balance between the above extremes. This balance is called peak enthusiasm. Peak enthusiasm creates positive feelings about the salesperson as well as the sales proposal.

3. The attitude of value:
When you are competing in a price market, stop selling price and start selling value.

Never underestimate the need for personal values in selling. Although customers will always tell you that their mind is set on the bottom line, they hardly ever buy for price reasons alone. Instead of putting price tags on your products, start putting value tags on everything related to the purchase such as:

a) The value of your company. Show your prospect how much more experience you put behind your selling proposition. More experience means that you can deal with a wider range of problems and offer better solutions.

b) The value of your existing customers: Tell your prospects what you have done for customers in a similar situation. Always carry a folder of testimonial letters in your briefcase.

c) The value of your appearance. Yes, the way you appear has value in closing the sale. Your nonverbal expressions communicate how much you care about your prospect. Your confidence will reassure your hesitant client and your willingness to listen intently will make you appear on the top of your customer’s list of suppliers.

d) The value of your creativity in solving problems. If you approach your prospects with the attitude that problems are nothing but wake-up calls for creativity, you will close more sales. If you don’t apply your brain power to problem solving, you won’t be needed too often.

The three attitudes of persistence, enthusiasm and value can make the difference in your selling career. Many sales experts have written about the magical closing power of attitude. Perhaps Dr. Orison Marden Swett said it best: “I wish it were possible to impress upon the minds of the young salespeople the tremendous power which the right attitude has to bring about success.”