Close through the Customer’s Eyes

Closing a sale is the process of helping people make decisions that are good for them. Unless you base your actions on the understanding with yourself that it has to be good for the client or you won’t close, you’re trying to build success on false premises. Sooner, rather than later, those falsehoods will destroy everything you’ve built.

You have to close through their eyes.

Several years ago, I attended a huge banquet for real estate agents. Before I gave my talk, the speaker introduced someone in the audience and said, “‘This man earned twice the national average in residential real estate sales last year.”

The speaker’s manner suggested that it was quite an achievement. But it wasn’t all that impressive, so everyone craned his neck and looked at the man in puzzlement “….. And he’s totally blind.” There was a burst of applause. When that quieted, the speaker said, “I’m sure that many of us are wondering how you got into the top third in sales achievement with that handicap.”

“Wait a minute,” the blind man replied over a portable microphone. ” I don’t have a handicap. I have an advantage over every other salesperson in this area. I’ve never seen a property I’ve sold, so I have to close my buyers through their eyes. What I’m forced to do, all you sighted people could do, and you’d serve your clients better and make more money if you did.”

It was quiet in the hall for a moment while everyone thought that over, and then there was another spontaneous round of applause for this courageous man who could hold his own – selling blind – and still offer sage advice to the rest of us.

The point is you must see the benefits and features and limitations of your product or service from your potential buyer’s viewpoint: You must weigh them on his scale of values, not your own; you must close on the benefits that are of value to him.

And you must radiate the conviction that you can satisfy his needs. After you’ve qualified them and discovered the prospect’s true motives, you must start radiating confidence that you know how to cope with his requirements. If, instead of that, you radiate a profound doubt about your ability to fill his wants, why does he need you? A prospect needs to have a feeling of confidence before he can rationalize the decision he really wants to make.

The last time you bought an automobile, did you spend more than you wanted to? If it was a new car, did you go into the showroom with the firm intention of not buying any extras – and drive out loaded with options? If so, you met a professional salesperson who helped you rationalize the decision you really wanted to make.

Aren’t you glad when you tilt the seat back, adjust the right-hand mirror from the inside, listen to stereophonic sound and relax in cool air when it’s sweltering outside? Of course you are and the small additional cost on your monthly investment is forgotten.

Author of the bestseller Mastering the Art of Selling and world class motivator/ sales trainer Tom Hopkins conducts sales and motivational seminars all over the world and in his home city of Scottsdale, Arizona. Join Tom Hopkins for his rigorous three day “Boot Camp” Seminar. For additional seminar or product information, please call toll free 800-528-0446 or 602/949-0786. Itineraries and product catalogs are available.