How to Close Every Sale | Joe Girard

Summary of: How to Close Every Sale
By: Joe Girard


The book ‘How to Close Every Sale’ by Joe Girard delves into the complexities of closing a sale, emphasizing that it’s not just an endpoint in the sales presentation but a process that involves every stage. This summary will help readers understand the importance of creating a need for the product or service, creating a desire to own it, and the critical role of the salesperson in the process. It will also touch upon various sales techniques, including overcoming sales resistance, assuming the right mindset, dealing with objections effectively, and maintaining a strong focus on customer service and satisfaction.

The Art of Closing a Sale

Closing a sale is not just about the final pitch; it is a complex process that starts from creating a need for the product or service and a desire to own it. Every stage of the presentation includes elements of selling, and the salesperson is the most crucial part of the process. Overcoming sales resistance built from the negative image of salespeople is essential, as well as selling oneself, the product or service, and the company’s reputation. To succeed, the salesperson must have a positive self-image, visualizing the sale, being prepared, and creating a positive atmosphere. The customer should feel important, and the salesperson must sell on their own turf with a sense of humor, providing gifts or samples when appropriate. Sincerity is the key to closing a sale, and the sales techniques apply to anything being sold, starting first with the ability to sell oneself.

The Art of Assumption

Assume the Sale and Close It

In the business world, selling is about persuasion, conviction, and portrayal. No matter what you are promoting, customers come to you because they are intrigued by the offer you present. However, if the customer appears to be resistant, don’t take it as a negative indication. It may be that the customer is still gathering information before committing to a purchase. Therefore, during every presentation, you should assume that you will make the sale. Make comments that reinforce this attitude; for instance, “you can handle the payments on a quarterly basis,” “you should receive delivery sometime next week.” Don’t ask the customer if they are willing to make the payment today. Instead, assume it. It is easier for customers to correct you than to interrupt and tell you that they won’t be buying anything today.

Building anticipation and engagement in customers is crucial in making a sale. Get them involved and put them in the right frame of mind to buy by making vivid projections about their future. Visualize a negative outcome of not purchasing the product, such as financial loss, and then show how your product can help accomplish their goals while solving their problems. The majority of possible objections can be overcome by providing more options that meet the customer’s needs.

Ultimately, though, selling isn’t just about making a great presentation and collecting a signature at the end. Closing a sale means making sure everything flows smoothly from beginning to end. Everything from selling yourself to correctly addressing the prospect’s objections must be executed professionally. Use singular pronouns like “when” instead of “if” while selling to assume the sale. Make customers feel less alone with first-person plural pronouns like “we” and “let’s.” Closing a sale is a complicated process, but an assumption of the sale in the preaching of words reassures the closing of the deal.

Reading People and Boosting Sales

A well-crafted sales pitch requires more than knowing how to read body language. Reading potential customers is an essential tool that salespeople need to master to convert sales.

As a salesperson, it’s essential to read customers to determine their needs and interests. However, be careful not to stereotype or assume that certain types of people have more money to spend or buys one product over another. Interact with tangible products and tell a good story about them. Listening is a critical tool to determine the needs of a customer. By listening, you can address potential objections before they arise. Give your customers the floor to express themselves as they may give invaluable insights to what they want and need.

When customers start looking around the room, it’s a clear sign of losing their interest. One of the most common misconceptions is assuming that body language always sends underlying signals, which may not always be the case. Some signals are more apparent and easier to interpret than others, making it imperative to pay attention to the customer’s organic reaction to the presentation.

Sincere people aren’t greedy; a profitable deal that benefits only you will be a turnoff to a customer. Instead, strive for a win-win deal that encourages more business. Everyone has an ego, and appealing to a customer’s ego is a sure way to make a sale. Reinforcing a big ego is an excellent way to make buying decisions, but it shouldn’t be confused with the term ‘egotistical.’ Having a big ego means believing in oneself and being confident enough to make buying decisions.

In conclusion, reading people is a key tool to master in the art of sales. It requires more than paying close attention to body cues and is a tool every salesperson should strive to hone to boost sales.

Overcoming customer objections

Objections from customers do not mean the sale is lost. Instead, they provide an opportunity to address concerns and make the sale. One common objection is when customers want to talk to someone before making the purchase. Encouraging them to take action on their own and flattering them can help overcome this obstacle. Procrastination is another common objection, which can often be overcome by discussing the product to alleviate fears and show confidence. Appealing to the customer’s ego and emphasizing the advantages of acting now can also reinforce their decision-making abilities. Remember, every action should be with the thought that the prospect will buy the product.

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