How To STOP Selling and START Closing Sales (Right Now)

– Are you constantly trying
to sell your prospects? Are you trying to get them
to do business with you by selling them every single
time you’re in front of them? The reality is, is that
modern selling really isn’t actually about selling per se, at least, not in the traditional sense of the word. Instead, the focus is
really on determining fit and once we know there’s a fit,
then we can start to create value in that conversation. In this video, I’m going to show you how to stop selling and
start closing sales. Check it out. Number one, know your ideal prospect. This is really a mistake
that so many salespeople make which is trying to do business
with a broad group of people, when in fact, their ideal
prospects are actually out there and they’re not in front of
them because they’re so focused on selling to a bigger
audience as opposed to really narrowing down the ideal prospect. And an ideal prospect can fit
a bunch of different profiles. It could be focused on industry. It could be focused on title. It could be focused on
department in an organization. And it can be most likely a
combination of all of those and maybe a specific set of
challenges or whatever it is. But knowing exactly who
your ideal prospect is and really focusing specifically
on going after them, is going to save you so
much time trying to sell all of these other people
that really were never your ideal prospect in the first place. So start to clarify who
isn’t your prospect. Who do you not want to be selling
to and then focus on them. Number two, only focus on ideal prospects. I need to drive this point
home because it’s so key. This means that if you
are dealing with someone who isn’t an ideal prospect,
stop dealing with them. Move on, refer them to someone else. Focus your time on only ideal prospects. One of the biggest differentiators
between top performing salespeople and every one else,
I’m talking about the hordes of everyone else, is that top
performing salespeople spend all of their time in front of
only their ideal prospects. And what that means is
that they’re getting rid of all of those other
people, only focus on those truly ideal prospects, the
people that are going to have the budgets, that are
going to be good customers that are gonna be great
clients and that ultimately, are going to be able to give
you a yes or no decision. Number three, get rid of the rabble. Now, (laughing) this again,
builds on the earlier point, but getting rid of the rabble
may sound kind of mean, but it is so true and so critical. I find that a lot of times,
we come across these prospects that kind of fit who we
could work with and we spend all of this time trying to sell them because, eh, they’re right in front of us, so why not sell them? Instead, as a top performing salespeople, what we want to do is determine
whether someone’s a fit up front, and if we determine
that they’re not, move on. Get rid of the rabble. Don be distracted by all of
these different potential opportunities, most of
which are kinda junk. Get rid of the rabble
and focus on those people that are truly ideal prospects that are going to be that good fit. Number four, disqualify prospects. Now if you’ve been in
my world for some time, you’ve heard this term of
disqualifying prospects. And what’s amazing to me is
even some of my best clients still come back to me and say,
“Well, you know what Marc? “I used the disqualification
process of trying to get rid “of those people that aren’t
a fit, but I’m still coming “across some of these people
and I’m keeping them along “in my process that may
or may not be a fit.” What we want to do is spend
the early part of the sale disqualifying people
that are not a good fit! Get rid of ’em, it is so liberating to early on in a sales process
to determine, you know what? This person’s really not
a fit for what we have. It may mean that they don’t have the money or they’re not really the
qualified decision maker or they don’t have the
challenges or whatever it is, once we determine that,
we can disqualify them and then we can act accordingly. By the way, if they’re
not the decision maker, that doesn’t mean that
you just suddenly say, ah, you’re not the
decision maker, go away. But you don’t want to
be going down the entire sales process with this
person, presenting to them and then expecting a
decision and then ultimately, they’re going to give you a
big, fat, I’ve got to think it over or I gotta run this
by my boss, and now you’ve gone through that process and
you’ve wasted a lot of time and you’re in a weaker position. Instead, disqualify
prospects that aren’t a fit and determine what is the good next step. That may mean just moving
on and forgetting about them or it may mean getting an introduction from them into someone else. Number five, the doctor’s mindset. The doctor’s mindset is so
key and what this really means is that when a prospect
gets in front of us, we need to think like a doctor. We’ve got to stop thinking like a salesperson or a consultant. Instead we really want
to think like a doctor. Think about going to a doctor’s office. You walk into that doctor’s office and you say, hey doc, you know what? My elbow, I’ve been having this issue and I think I might need some surgery. If that doctor came back and said, “Well you know what Marc?” “You’re in the right place,
we have this incredible “procedure called orthoscopic
surgery, it’s unbelievable. “We’re going to cut away the
bad stuff, sew you back up “and within a week, you
can use that elbow again, “so you ready to do it?” And they push that contract
right across the desk. How would you feel in
that situation? (laughing) Of course you’d be like, ah, I’m gonna get the hell outta here! That’s what most salespeople are doing in selling situations. They’re trying to close
sales all the time. They’re selling all the time. Instead, take a step back
and think like a doctor. A good doctor when a
perspective patient walks in, they’re doing what? They are asking questions,
they’re diagnosing. They’re using their expertise to determine whether there’s a fit and
whether this particular solution is going to be ideal for them. Using that doctor’s mindset
is going to change everything. Because it’s going to take
a lot of pressure off of you and that prospect and at the same time, it’s going to create a lot more value. Number six, only present
to their challenges. Have you ever been in a
selling situation where it was actually going pretty well, and you’re in this presentation
and they’re like, “Oh yeah, “that makes a lot of sense.” And “Oh, I can see how we could use that.” And it just feels good
and then you get excited and you say, oh, and by
the way, let me show you one other thing that we can do. And you present that one other thing and they’re like, “Huh, yeah we don’t “really need that right now.” And then suddenly in
that moment, you can feel that you’re kinda like pushing that rock back up the hill again, just trying to get to where you were 20 seconds previously. Only present to their challenges. Don’t present a solution that
goes beyond their challenges. If they don’t have a particular challenge, don’t present a solution to solve a challenge that they don’t have. Because that’s going to throw them off. They’re going to think, “This
doesn’t really make sense.” Or “We don’t really need that.” And now they’re gonna say,
“Can we take this out?” Or you’re just going to send the message that you didn’t really get
what they most care about. Present a solution that is
directly focused on solving only the challenges that they have shared with you or that you know they have. Ideally, you have discussed
all of those challenges though, in that discovery conversation leading up to that presentation. Number seven, get tons of feedback. Feedback, feedback, feedback all the way throughout the sale. All the way from the beginning to the end. There is a tendency,
especially by the way, for more seasoned
salespeople to get on a roll. And we’re like, oh yeah, I’m feelin’ good. I’m killin’ this one, and we just start talkin’ and talkin’ and
talkin’ and we’re not getting feedback from the prospect
throughout this process. And so, even when we’re
presenting a solution, we’re just talking for
10 minutes straight. What we want to be doing instead, is constantly getting feedback throughout, anytime that we’re talking. Now do you see what I just did there? I’m getting a little feedback from you, and of course, this is a little
weird ’cause this is a video and I’m not looking at a real human being, but you’re watching
this and you’re saying, “Yeah, I do get what you’re saying.” Anytime we’re talking for
significant periods of time, we want to be getting feedback from them with little questions that
I call feedback loops. Something that just sounds like, hey, so does that make sense? Or, do you see what I’m saying there? The more we’re using
those little questions to bring them back, the
data shows that prospects are much more likely
to do business with us the more we’re getting that feedback. You literally cannot overdo this. Get tons of feedback,
does that make sense? Number eight, drop the hard close. Now I know the title of this video was How to Stop Selling and Start
Closing and so you’re thinkin’ “How am I gonna use this
hardcore, arm wrestling closing “technique that I can now
use and it’s just gonna be “this magic bullet that’s
gonna close every single sale?” We need to drop that hard close. Selling is not about selling,
and it’s not about closing. Selling is about using a
process by which we determine whether there’s a fit and we’re asking really powerful questions to create value, to engage them in that conversation, to understand exactly what’s going on. Using our expertise, by the way, but really pulling them
into a conversation. And so, that way by time,
the closing moment is ready. You’ve gone through a discovery, you’ve presented your solution. There is no hard close because
we’ve gotten so much feedback throughout, that the only
question you ever have to be asking in a closing situation is, what would you like to do next? And because you’ve done such
a good job up until then, they’re naturally going to
say, “How do we move forward?” or “You know what, I’d like to bring in “so and so into this conversation.” Or whatever it is, so you clarify exactly what that next step is and
there’s never that hard close. If we can avoid that hard close, we’re going to be selling so much more. There is how to stop selling
and start closing sales! And if you enjoyed this video
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9 comments on “How To STOP Selling and START Closing Sales (Right Now)

  1. What do I do when your boss pushes sales.Some arent the acct holder cause door to door sales with energy services. He wants 10 a day.

  2. Love these videos. I’m new to sales, but have improved simply by watching and listening to my boy Wayshak! Thanks Marc!

  3. The doctors mindset is a good suggestion. Am an IT sales person for more than a decade.
    Great suggestions … I like your videos!!

  4. Good stuff. Thanks for the reminders not to make so many exceptions of time wasting, condidence killing mistakes.

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