How To Close Every Sale – 5 Reasons Why You Can’t

Written by Sean McPheat | Linkedin thumb

How To Close Every Sale – Is It Possible?

In a word – NO.

I was speaking at a conference 2 weeks ago and afterwards I was approached by a sales person who had travelled over 1,000 miles to be there! He asked me what the secret was to close every sale.

Now whilst this question was admirable it was also ridiculous. Now while you should have the mindset that you’ll close every sale you need to be realistic and also know that you’ll lose some too.

Here are 5 reasons why you cannot close every sale:

REASON 1 – Because sometimes you need to qualify your prospect out

Sometimes you need to walk away from a deal. You need to qualify them in as a viable prospect or you need to qualify them out so you do not waste your time.

So you can’t close every sale.

REASON 2 – It’s a LOSE-WIN deal

Some prospects will take the shirt off your back if you’ll let them. Always make sure that it’s a WIN-WIN in you deals. Both parties should feel that they have got the better end of the deal.

If they haggle your margins down to nothing and you feel beat up and they play stupid games with you them think seriously whether you want them as a client.

So you can’t close every sale.

REASON 3 – Different wants

During your sales interactions you might just find out that they have different wants to what you can provide. Don’t try to persuade them to take your product or service if it’s not the right thing to do, that’s not closing that’s conning.

So you can’t close every sale.

REASON 4 – You screwed up!

So you said the wrong thing, you had a bad day or you didn’t connect with the prospect. That’s life!

But don’t beat yourself up about it. Learn from it and move on.

I remember going 3 weeks without seeing any prospects once due to a public speaking tour I was giving aorund the world. The first two times I met with a prospect after a 3 week lay off were so rusty it was unbelievable! I lost both of them too because I did not do my homework. So I screwed up.

But what did I do?

I got back to basics, learned from what I did during those 2 meetings and got back to what I always do and I won the next 9 pieces of work. See, even the best screw up! (I’m getting a big head in my old age!)

So you can’t close every sale.

REASON 5 – The Ozone layer costs you deals

Ok, so it’s not really the ozone layer but some of your prospects will go into a deal with the authority to do the deal and then for some reason the funds get pulled or they go in a different direction.

So what does the prospect tell you?

Sometimes they are not straight with you. Sometimes they come out with all kinds of excuses.

“The project is on hold…”
“Due to the economic climate…”
“The timing is now bad for us…”
“The Ozone Layer is too thin…”

Ok, so that last one is a joke but my point is that they’ll come out with all kinds of excuses!

So you can’t close every sale.

In Summary

You win some, you lose some. That’s sales.

If you win – great! Learn from the experience for next time and celebrate! Even if it’s a BIG internal pat yourself on the back!

If you lose – great! Find out why and become stronger for next time. It will make you into a better sales person.

Oh – before I go – have you got a question for me that you’d like me to answer in the blog?

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Happy Selling!

Sean McPheat
Managing Director

MTD Sales Training | Sales Blog

450 sales questions free report

Originally published: 19 February, 2009