Qualify Not Close. You see a ton of emphasis on The Close in traditional sales training. Get that prospect in there, and BAM! Hit them over the head with The Close. Kill 'em like a squirrel in a deadfall trap.
Killer, huh?
You want to be a killer?
What if word starts getting around that you're a killer when it comes to sales? That this is the attitude you bring to the sales conversation?
Why You Should Qualify Not Close
It may work for appliances and cars—people stupidly buy vehicles, a long term, large financial investment, as if they're deciding what brand of orange juice they like—but in a real, senior B2B selling situation you're likely to get "niced out the door" by the prospects you're hoping to "kill."
Let me ask you this: What matters more...what you say, or what they say?
If you answered, "What I say," you're in error.
If they say it, it's true. If you say it, you have to defend it.
Even if it was exactly the same thing!
Closing without Qualifying is exhausting.
It's mud wrestling that prospect to the ground and pinning them there...in the mud.
It's getting hit with objections, trying to come up with the memorized rebuttal, and overcome the issue.
It's presenting to those who are not necessarily a fit to even see your offer. And the fast-tiring struggle that comes with that.
So while you may have a book in your hands that promises to teach you The Secrets of Closing, what it's really teaching you is how to get tired out trying to force square pegs into round holes. Can you do it? Sometimes. But man, is it exhausting.
Qualify Not Close To Use Your Energy Well
I don't know about you, but I don't have the energy for that.
I don't have the energy to support the case for what I offer entirely on the force of my personality, or my confidence.
If they say it, it's true. If you say it, you have to defend it.
I'd much rather get the prospect to say it.
I'd much rather get the prospect to tell me exactly why they're a fit for this offer.
I'd much rather get the prospect to close themselves.
And the way to do that is by Qualifying heavily up front.
Before any kind of dog and pony show. Before any attempt at a Close.
Put your effort into Qualifying, and you'll have a much easier time Closing. You'll have a lot more energy left over, too.
Even another well-known sales trainer, who really pushes the Closing thing, says this: Fill your funnel to the point where it's overflowing.
OK, he didn't use such nice language, but that was the point. Fill your funnel so that you have so many leads—you can do what?
Pick and choose.
Select those who are most likely to say, "Yes!" to your offer.
Qualify.
Yep, that's qualifying.
Behind the big bang of The Close, which is what everyone thinks and says they want, is Qualifying...which is what they truly need.
Hmm...give them what they say they want...they said it, so it's true...but sneak in what they really need...I have to admit that's good selling.
>> Jason Kanigan is a sales trainer and business strategist. To book a consultation with Jason to discuss your Qualification issues, click here. <<