Without a shadow of a doubt, the close is the most important part of the sales process. That is because you cannot be valuable to your customer until you close them— i.e they can’t benefit from your product or service. This step is also where you will get 100% of your income. I want to share with you the 3 Things that Will Make or Break Your Sales Process because it is so critical to your survival as a salesperson. 

If you do these things along with the rest of your sales training, you’ll be on your way to becoming a master of the close. 

1. Your Relationship with the Customer 

The first thing that will make or break you in the close is your relationship with your customer. You need to make sure that you close your customer at the right time. If you don’t have a good understanding of what their needs are, your deal can break down very quickly. 

I want to be very clear. I am not talking about being nice here. You have to be willing to apply pressure and “tough love” to your customer. When you are completely sold on your product or service, you will not be afraid of pushing them. You will know closing them is the ethical thing to do. That brings us to our next point. 

2. How Sold Are YOU?  

This second point on this list should probably be number one because it affects your whole sales process with every prospect. 

To the degree that you are sold is the degree to which you can sell others. 

You need to completely believe in what you’re selling. Your customers will sense any doubt you feel about your product, which will influence your ability to close. This isn’t only for the benefit of your customer, it benefits you as well. Knowing you are doing the right thing by closing others on your product will make you feel better about yourself. 

Sales training can’t make you great if you aren’t convinced your product is the best. 

3. Be with the Decision-Maker 

Finally, the last thing that can affect your close: Are you with the decision-maker? You can be pumped about your product and have a great rapport with who you’re talking to; but if you’re not talking to the person who can write the check, there will be no close. 

Earlier on in the sales process, there are tools to find out if you’re with the decision-maker. You should also be aware that there can be more than one. 

Know who the decision-maker is, you need to sell and close them. 

These are the 3 things that can make or break you in the close. As you can see, they are all things that you can easily overcome once you spot them. Learning the rest of the sales process is important, but you will only be rewarded in the close. 

To learn more about the theory of the close and scripts for every situation, check out the course at cardoneuniversity.com.

Be Great,

Grant Cardone