Selling effectively isn’t about a single magical closing line but rather a systematic approach that starts from the very beginning.

The Importance of the Beginning

The sale starts from the first interaction, not just the closing line.

If you mess up the beginning, the closing won’t matter.

It’s about asking the right questions, setting the right expectations, and understanding the prospect deeply.

Key Insight: The more you know about the prospect, the more confident you can be about the close.

This is why in a courtroom, good lawyers never ask questions they don’t already know the answer to.

In the same wya, you want to understand exactly what is the pain point of the prospect and ensure the prospects agrees there's a problem, before going for the close.

Here's How the CLOSER Framework Helps You Do This

C - Clarify Why the Person is There

First, understand why the prospect reached out to you.

This sets the stage for the entire conversation.

You need to know their motivations and what brought them to you.

Example: "Tell me, what made you reach out to us today?"

L - Label Them with a Problem You Plan to Solve

Identify and articulate the specific problem your prospect is facing that your product or service can solve.

This builds rapport and shows you understand their needs.

Example: "It sounds like you're struggling with [specific problem]. Does that sound right?" If that prospects says 'no', keep investigating until you get to the root of the problem.

O - Overview Their Past Experiences

Discuss their past attempts to solve this problem.

This helps highlight why previous solutions didn’t work and sets the stage for presenting your offer as the ideal solution.

Example: "Can you share what you’ve tried before to address this issue and what challenges you faced?"

S - Sell Them the Vacation

Focus on the benefits and experiences they will gain from your solution, not just the features.

Paint a vivid picture of the positive outcomes they can expect.

Emphasize the 4 elements of value:

  1. Dream Outcome
  2. Perceived Likelihood of Achievement - The higher the better
  3. Time Delay - The lower the better
  4. Effort and Sacrifice - The lower the better

Example: "Imagine finally having [value points from the above 1-4 points]. How would that change things for you?"

E - Explain Away Their Concerns

Address any objections or concerns they have.

This helps remove barriers to closing the sale and makes them feel confident in their decision.

The three main objections:

  • Blaming circumstances -
    • Time - I'm too busy (not a good time for me)
      • Macro - ‍
        • Busy is best time, if you learn to do it when it's hard, for the rest of your life it's gonna be easy.
        • So when you're not be busy in the future you'll do it, right? You do realize you're going to be busy for the rest of your life, right? Do you want to be fit for the rest of your life? So you should probably learn how to do it when you're busy, and the best way to do this is when you have the most support, which is what i'm here for. So let's get you started.‍
      • Micro -
        • You're right, I used to say the same thing to my wife. One day she got so sick and tired of me complaining, that she grabbed my phone as I'm scrolling social media, looked at the amount of hours per day, and she's like - you spend 3.5 hours on social media every day, i guess i found you some time!
        • Do you think there's anyone else on earth, who has less time than you, who's been able to make this happen?
        • Do you think that's really the issue or is this a priorities thing?
        • Everyone has the same 24 hours. President obama gets up every day to run. He's running the fucking world. You don't have time to come to the gym?‍
        • When I have more... X , then I'll do Y fallacy - ‍
    • Money - I can't afford it‍
      • Why a lot is good -
      • Why it's not a lot
      • What's money good for
      • Why you don't need money
    • Fit - Not sure if it's for me‍‍
    • Blaming others - Have to talk to my spouse/partner/kids/employees
    • Blaming self - I need to think about it

Example: "I understand you’re worried about [specific concern]. Here’s how we can address that..."

1. The Hypothetical Close

One powerful technique for closing a sale is the hypothetical close. When confronted with an objection, ask the prospect to imagine a world where the obstacle they mentioned doesn't exist. For example:

Prospect: "I'm not sure if I have enough time to commit to this."

You: "In a hypothetical world where time wasn't an issue, would you say yes to this opportunity?"

By framing the objection as a hypothetical and getting a positive response, you can focus your efforts on solving the remaining challenges. This narrows down the number of obstacles you need to overcome, making it easier to close the deal.

2. Understanding the Prospect

Successful salespeople prioritize understanding the prospect and their specific problems rather than solely focusing on product knowledge. This shift in perspective allows you to empathize with the prospect's pain points, needs, and desires. As Steve Jobs once said, "Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves."

Example:

Prospect: "I'm struggling with managing my team's productivity."

You: "I understand how challenging that can be. Can you tell me more about the specific issues you're facing with your team?"

By deeply understanding your prospect, you can effectively position your product as the solution to their problems.

3. The Power of Conviction

Conviction plays a crucial role in sales. While sales skills are essential, the strength of your conviction in what you're selling can profoundly impact your closing percentage. When you genuinely believe in the value your product brings and its ability to solve the prospect's problems, it becomes easier to convey that belief and persuade others to take action.

Example:

You: "I genuinely believe our solution will transform the way your team works. I've seen it happen with other clients facing similar challenges, and I'm confident it can work for you too."

4. Handling Partner Objections

When prospects mention the need to consult with a partner, it's crucial to navigate this objection effectively. Start by asking what would happen if their partner said no.

Example:

Prospect: "I need to discuss this with my spouse."

You: "I understand. What would happen if your spouse said no?"

If they indicate they would proceed regardless, it reveals their true desire for the solution. If they express hesitations, delve deeper into the partner's potential concerns:

You: "Why do you think they might be opposed to this? Are there specific concerns we can address together?"

This approach helps uncover the real reasons behind the objection and allows you to address them directly.

5. Asking for Forgiveness

Fear of rejection or hesitation can hold people back from taking action. Sometimes it's better to ask for forgiveness than permission. Encourage prospects to consider the long-term consequences of inaction and challenge their limiting beliefs.

Example:

Prospect: "I'm worried about making a decision without my partner's input."

You: "I understand your concern. However, think about the impact of continuing to struggle with this issue. Sometimes, taking decisive action and asking for forgiveness later can be more beneficial in the long run."

6. Peeling Back Objections

Objections such as "I don't have time" or "My spouse won't let me" often conceal deeper concerns. Address each objection and peel back the layers to uncover the prospect's true underlying issues.

Example:

Prospect: "I don't have time for this right now."

You: "I hear you. Can you help me understand what's currently taking up most of your time? Perhaps we can find a way to integrate this solution into your schedule effectively."

By actively listening and empathizing, you can gain a better understanding of their fears, desires, and motivations.

7. Information for Decision Making

Prospects often hesitate to make a decision due to a lack of information. Help them understand that time alone won't lead to a better decision; they need relevant information to evaluate their options properly.

Example:

Prospect: "I need more time to think about it."

You: "I understand. What specific information do you need to feel confident in making a decision? I'm here to provide any details, case studies, or testimonials that might help."

Provide the necessary details, present case studies or testimonials, and explain the benefits of your product or service to reinforce your message.

Conclusion

Mastering the art of handling sales objections is essential for increasing your closing percentage. By implementing these strategies, you can effectively navigate through common obstacles and close deals more successfully. Remember the words of Zig Ziglar: "Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust." By addressing these obstacles and applying the techniques discussed, you can overcome objections and achieve greater success in your sales endeavors.

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R - Reinforce the Decision

Once they decide to buy, reinforce their decision to ensure they feel good about it and start the relationship on the right foot.

Example: "You’ve made a great choice. Here’s what’s going to happen next to get you started..."

Genuine Care Wins

The person who cares more about the prospect's success wins.

If you genuinely care about solving their problem, you’ll naturally ask the right questions and guide them to the best decision, even if it means pushing them away if it’s not the right fit.

Actionable Tip: If you reach the end of a conversation and realize your product isn’t the best fit, be honest. This builds trust and leaves the door open for future opportunities.

Conviction Sells

Your belief in your product must be deeper than the prospect’s doubts.

This conviction is contagious and can significantly influence their decision.

Example: Founders are often the best promoters because they believe in their product more than anyone else. This conviction can be instilled in a sales team through training and proof of success.

Process and Training Matter

While having a heartfelt conviction is crucial, so are the practical aspects of selling.

Ensure your sales team follows a structured process, including scripts and regular follow-ups.

Pro Tip: Always book a follow-up meeting at the end of each call. This prevents prospects from falling into no man's land where they’re unsure of the next steps.

Practical Example: Increasing Show-Up Rates

  1. Availability: Offer more time slots throughout the week.
  2. Time Slots: Use shorter increments like 15 minutes to increase precision.
  3. Same-Day Appointments: Drag appointments up to the same day if possible.

Handling Objections

When a prospect ghosts you, follow up with humor and understanding to re-engage them. For example:

Example Follow-Up: "Hey, I know you didn't mean to ghost me! I'm sure something came up. How about we reschedule for the same time tomorrow?"

Final Thoughts

Selling isn’t just about the close.

It’s about understanding, caring, and guiding the prospect through a well-structured process.

The CLOSER framework helps you achieve this by focusing on each step of the journey, ensuring you’re prepared to close the sale effectively when the time comes.

Remember: You don’t need a magical closing line. If you do everything leading up to the close right, the sale will feel natural and effortless.