Simple Sales Tip with a Huge Impact on Your Closing Ratio

Posted on March 24th, 2011 by Keith Ferrazzi

I met sales trainer Greg A. Cozine recently at a lunch set up by RMA’s West Coast head of sales. Greg shared some great insights into the sales process, so I asked him to put together a guest blog to share one with all of you.

Here’s Greg with the easy-to-implement tip that he has found has a HUGE effect on his trainees’ success:

Understanding the difference between a suggestion and a direction is one of those nuances in the sales process that can really have a huge impact on your closing ratio.

Suggestions are close cousins of opinions. You know what they say about opinions right? Everybody has one...at least one. While well thought out opinions and helpful suggestions can be useful in moving your presentation forward…in and of themselves they do not actually close deals. In the closing process, ultimately what really matters is not what you suggest to your prospect/client but what you actually direct them to do.

Here’s an example of what I mean in day to day life. Suppose I want to get a group of coworkers to head out to a great sushi spot for lunch. If I say, “Hey guys, I heard of this new sushi place that’s supposed to be really good. Do you want to give it a try?” In effect what I’m doing is asking for their opinion. But if I’m really confident in what I’m offering why am I hedging?  Instead, I should say, “Guys, there’s this great new sushi place… you’re going to love it…let’s go!”

By being directive, you instill confidence in those that are receiving your offer. People often have a need and desire to be directed and to be directed by people who have absolute confidence in their product or services, especially when what’s being offered is something new. This can apply to lunch or a major financial transaction.  Now, of course, you’d better have solid reasoning and intelligence behind your directive – you need to deliver the goods! If the sushi absolutely sucks, it’ll be the last time anyone ever takes a lunch direction from you.

Suggestive: “Brett, I know this is a new approach for your company but I think if you give it a try you’ll not be disappointed…and I promise I’ll give you great customer service with the deal…so what do you think…you want to give it a try?’

Response: “Well let me think about this a little and I’ll get back to you blah blah blah…”

By being suggestive as in the example above, you’re just setting yourself up for an ambiguous reply. Everybody wants to hedge their bets, especially if they are offered a hedge.

So here’s the directive approach:

“Brett, this offering is going to get results that make a difference – and we’ll back that up with customer service that is second to none…let’s do it.”

Response: “So how much is the total cost again? And how does your customer service work? Will that be primarily through emails and phone or will you come to the office for follow up…”

Now the prospect is asking buying questions…which is exactly what you want.

If you’re speaking to a real qualified buyer (the decision maker) and you’ve given a great presentation and all that goes with it along the way…you’ve earned the right to be directive and ask for the deal! If the buyer has any unanswered questions there is nothing like asking for the deal to get him/her to start asking them. Don’t hedge and don’t think that asking for the deal means you’re being aggressive. Rather, you are confident of what you can deliver.

Think about the film business: I’ve yet to see a film that has a “suggested by” in the credits. It’s called a director for a reason…as in “directed by.”  And nothing attracts great actors like a director who is absolutely confident about what they want, why they want it and how to achieve it. Same thing applies to the relationship between you and your prospect or clients. This is your movie! Be the director!

That’s my story and I’m stickin’ to it!

Greg A. Cozine is a sales trainer, coach, and speaker with over 25 years of experience.

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3 Responses so far | Have Your Say!

  1. Dr. Frankel says:
    March 28, 2011 at 4:10 pm
    Reply

    I can relate... Looking back at the times when i flunked a phone call, I was suggestive not directive. Part of the reason i was suggestive was because i was not confident. If we don't go into a call/ conversation with confidence, then do not expect to close.

    Confidence is 49% beleiving in your product. So if you do not beleive in your product then you are going to have a really difficult time closing. The other 51% is the delivery. Being directive is one way to deliver confidence.

    Thank you for this insight Greg! Most appreciative.

  2. Wow Greg! Thank you! I just can't thank you enough!!
    -Ivyness.

  3. Hi,

    Its an interesting post from Greg with a beautiful insight on the sales closure. In hindsight, it had my thought process to be realigned on the reasons for the delay in the sales closure. Nice article and keep posting these insightful information.

    I would also like to add to one of the recent responses highlighted in this article.

    In one of the books that I am currently reading, it discusses a simple way to rate the product of service that you are offering.
    On a scale of 1- 10 , 1 being the lowest and 10 being the highest it conveys the following:
    If you are rating results in the area of 7 - 9 , then revise your product or service to increase value. If your result that you have rated is 6 or below, stop offering your product.
    It also suggest that you represent a product that you truly believe for the improvement in the product offerings

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