Good Bye With Always Be Closing and Hello to Always Be Earning the Sale
As someone who truly believes the words we reckon, speak and write affect our results, one of my real pet peeves with many sales experts and sales training coaching programs is this philosophy of “always be closing the sale.” When we examine the word “close” it means we are taking some action to shut something off. We separate us from whatever is on the other side.
Now I know that this well-known and well-worn statement is meant to close, shut or keep the prospect or what I prefer to identify as the potential customer from leaving the sales process and ultimately reward the idiotic busy salesperson with more dollars in the bank tab. But, my sense is that this word is far more counterproductive that many wish to admit or had ever thought of.
The reason for somewhat probing the provocative statement is the behaviors associated with the words we reckon, speak and write are frankly connected to our behaviors. All actions even the automatic ones from conditioning start in the brain. For it usually is our behaviors that are seen and heard first before we say whatever business.
What would happen if we replaced the word “closing” with this one of “earning?” This word is truly more reflective of what top sales performers do in their daily selling behaviors.
The word, earn according to Webster’s New World Dictionary, means not only to hear a salary, but the second definition is “to get as a result or merit or deserving.: Now maybe for some this is simply an issue of semantics, but my sense is if we said Excellent Bye to the “always be closing” (ABC) and said Hello with the “always be earning” (ACE), sales conversion rates would dramatically increase.
Imagine for a moment your behaviors when you reckon about earning someone’s respect? Are you pushy? Are you impatient? Are you always talking or asking questions? Or are you as a replacement for more laid back? More patient? More listening than talking?
Returning to sales or selling, are you truly deserving of the order? Did you do everything you needed to do to earn the order? Maybe you cut some corners? Did not return every call? Did not follow up, as you should have. Sales Training Coaching Tip: With sales research suggesting that 50% of all sales leads are left to dry up on the vine, not to mention that 90% of all sales are secured between the fourth and twelfth contacts does grow to suggest saying Excellent Bye to ABC is reasonable and truly not that provocative.
From those initial marketing contacts where they attract attention to commencement the first steps of the selling phase within the sales process, all behaviors are geared to continue to be that buying partner. Would you as that top sales performer have uncommon behaviors when you said Excellent Bye to ABE and hello to ACE?
There is also another more subtle nuance within the word earn and that is the embedded values or business ethics as demonstrated by the behaviors. When we use the word close there are no associated values or ethics disguised frankly or indirectly. The only business we hear is the finality of the act along with the dollars in the case of sales being deposited into our bank accounts.
With so many educated buyers in today’s global market who are seeking ethical and responsible salespersons, then it just makes plain common sense to demonstrate those clear core values 24/7 by taking those actions that reaffirm said values. Again since the words we reckon, speak and write direct our behaviors, by embracing earning over closing we further demonstrate our authenticity as right sales professionals or even small business owners. Sales Training Coaching Tip: If you have a written values statement, revisit it and add to it if necessary. If you do not have one, then invest the time to construct one even if your business has one.
Finally, the last reason I wish to say excellent bye to “closing the sale” or “closing the deal” and hello to “earning the sale” is because this phrase does not suggest a long-term relationship between the buyer and the seller but rather a small term one. Quick sales may be excellent for the salesperson and the current sales targets, but in the long term they are more expensive.
Maybe for some this probing the provocative topic of saying Excellent Bye to “Closing the sale,” “closing the deal” or worst yet “Always be closing” may not resonate with many seasoned idiotic busy sales people. And that is Okay!
What I believe in the next few years the various references to “close or closing” will commence to die much like those new business leads that are never acted upon. After all, does it not make more sense to align your thoughts and behaviors toward earning the sale? For me it certainly does and anyhow I prefer the acronym of ACE over ABC any day of the week.