Selling Is Not Closing Customers, It's About Opening Relationships

A large majority of sales professionals (59%) agree that the sale is made at the beginning of the process. The tricky part is, "the beginning" looks different for every customer. Some people will want to do an in-person meeting, others want to interact through email, and some don't want any kind of contact at all until they've had time to think it over with their team and decide if your solution really fits what they need.

In spite of this, the vast majority (82%) of sales professionals try to get a commitment at the very beginning. This is a big mistake because it defies customers' expectations, shows that you don't understand their needs, and causes your sales process to feel manipulative.

Asking for a commitment right away also makes sense because you're trying to sell something that costs quite a lot of money. But again, most people don't want to think too much about the financial implications and lose some of the excitement they have around your solution at this early stage in the game. They want to continue thinking about it and talking with their team.

Instead of thinking that the sale has already started, try to understand the customers' needs and think of solutions that meet their needs in order to sell them your solution.

When a customer asks you to close the deal, this is not just a request; it's an order. It's a command that expects you to deliver. When they don't ask you "to close" at this stage, they're giving you permission to continue working with them and helping them explore your solution.  If these customers have any concerns or have any questions about your product or service, they'll let you know within a relatively short period of time.

It's at this stage in the process that you should ask your customer if they'd like to continue the discussion. If they don't want to, then you've shown them that you understand their needs and can take care of the rest. If, on the other hand, they do want to continue discussing it, then a compromise will be possible that will address boths' needs and leave both of you talking about how your solution can help them achieve their goals.

If a customer doesn't ask for more information or close the deal at this stage, it doesn't mean that he's not interested in your product or service.