Touchdown! Closing Skills for Successful Selling

It's early January 2004. The Green Bay Packers are just 72 seconds away from their fourth NFC Championship game. They have a three-point lead over the Philadelphia Eagles, who face an impossible fourth down and 26 yards on their own 28-yard line. All Green Bay has to do is hold Philadelphia to less than 26 yards. One play. That's all.

Just one play. In sports bars and living rooms across the country jaws drop when Eagles quarterback Donovan McNabb completes a 28-yard pass to Freddie Mitchell, and the Eagles get the first down. They kick a game-tying field goal and force the Packers to dig in for overtime.

Philadelphia receives the ball. After struggling for little gain the Eagles punt it away. Green Bay's task is simple. Keep the ball on the ground and advance into field goal range. Favre takes the snap, drops back, and inexplicably heaves a long pass... into double coverage. Into the hands of Eagle Brian Dawkins. Into history. Philadelphia marches into field goal range and kicks an easy three to win. Game over. Lights out. Thank you for playing.

The Packers lost because they didn't close. They played well, but in the end it came down to the fact that they didn't close and the Eagles did.

More than just preparation

Talent, tools and preparation are vital to the success of NFL players and sales professionals. But in order to change buying habits, we must also incorporate closing into the natural life of our sales presentations.

In simplest terms, a close is an agreement to take the next step together. What you close for varies based on your overall objectives and your history with a customer.

Have you ever seen a football team attempt a one hundred-yard touchdown pass? Not likely. Both players and coaches understand that a touchdown is the last of a series of plays, each designed to bring the team closer to the goal line, which increases their chances of a successful touchdown attempt, which brings them closer to their ultimate goal of winning the game. Every play is important.

It's the same principle in sales. If you try to close a sales call without first executing a customer-focused presentation, you're probably not going to be very successful. However, as the Packers found out on that crisp January day, you can execute a lot of good plays well, but if you fail to close, you don't get the win.

The clock is ticking...

Green Bay legend Vince Lombardi once said, "The Green Bay Packers never lost a game. They just ran out of time." In all likelihood, the Packers assumed that their three-point lead was safe with just over a minute left on the clock and Philadelphia deep in their own territory. The win (close) was assumed. As Packer Al Harris said later, "Fourth-and-26 yards, that's like fourth-and-forever." That assumption cost Green Bay the game. It may cost you a sale.

An effective close is carefully crafted to answer these questions: What am I going to do? What are you going to do? What is the expected outcome? When you close by gaining a commitment, you make the touchdown. Because at the end of the day, someone has closed the customer. Shouldn't it be you?

Getting the win

By most measures 2003 was a successful season for Brett Favre. He passed Dan Marino and climbed into second place on the NFL's all-time list for postseason touchdown passes. He surpassed Marino in all-time postseason passing yards, moving into third place in the record books. Favre extended his NFL record for consecutive postseason games with a touchdown pass to 15, and pushed his NFL record for most consecutive starts at quarterback to 208.

Clearly, the three-time MVP is a player with the talent, tools and preparation to win. But his team's failure to close is what made the difference. Favre will be remembered as a champion, but he will never have another chance to win that game.

When evaluating whether you've done enough to meet your objective, ask yourself, "Did I close?" That could be the difference between winning and losing.

Copyright ©2005 by Sally Bacchetta. All rights reserved.

Sally Bacchetta - Freelance Writer/Sales Trainer

Sally Bacchetta is an award-winning sales trainer and freelance writer. She has published articles on a variety of topics, including selling skills, motivation, and pharmaceutical sales.

You can contact her at sb14580@yahoo.com and read her latest sales articles on her website.

---

The Top 10 Ways to Add Extra Value

Everyone wants the best possible value in every transaction, but... Read More

Winning Sales Proposals

Your proposal is selling for you when you're not there,... Read More

Why Are We All So Afraid?

What can strike terror into the heart of even the... Read More

At-ti-tude, n

At-ti-tude, n.One of Webster's dictionaries describes the word attitude as:a... Read More

Consulting Versus Selling

Consulting Vs Selling, How we can make sales by not... Read More

How to Eliminate Objections to Price

Have you ever stepped your way through the sales process... Read More

Dont Be Macho Selling Ice to Eskimos

This issue's topic was suggested by a sales rep for... Read More

The Benefits of Display Mannequins

Mannequins are primarily used in stores to display clothing. A... Read More

Asking The Right Questions

On an introductory call, how do you gather all of... Read More

Getting Referrals

ReferralsA substantial part of your business can come from referrals.... Read More

Clear Up Blurry Communication

One of the top brewing companies in America is a... Read More

Creating Your Perfect Pitch!

Why should you describe your business to others in 5... Read More

Money Does Talk!

When buying something, you can buy in one of two... Read More

Keep the Referrals Coming

A key method of our survival in the business and... Read More

Selling Commodities

"How do you create a perceived value to differentiate yourself... Read More

Everything Follows the Pitch

If you asked me to point to the heart and... Read More

How to Acquire More Leads

The most effective prospecting techniques were revealed in the August... Read More

Selling More CDs at Gigs, Case Study: The Rogues

A few weekends back, the Brobdingnagian Bards performed at the... Read More

10 Important Things To Tell Your Prospects

Hello everyone, hope your day is going well! I know... Read More

Schedule Telemarketing Time For More Success

Telephone canvassing, or cold calling, is the practice of sitting... Read More

When Selling, Keep It Simple Stupid!

After our first half-hour telephone coaching session, when asked what... Read More

The Anatomy of a Sales Letter

When Dr. Frankenstein exclaimed "it's alive... it's alive," he thought... Read More

Get the Most Out of Your Current Customer

The customers you already have could be your biggest lead... Read More

Selling -abilities : Part 2

In the last article... Read More

Packaging Maketh the Person

The multi million pound cosmetics industry is acutely aware of... Read More

What is Lead Generation?

Lead Generation is vital to all businesses. All companies try... Read More

It Isnt A Sale Until Youre Paid

Back in the days when I sold for CTV and... Read More

A Look at Store Fixture Parts

Products for sale need to be displayed in a manner... Read More

Can Walmart Make You Rich?

Have you ever shopped at Walmart and thought... I need... Read More

Selling Your Way To Success

I wonder when we decided to become a sales person.... Read More

How Improve Conversion Rates

Do you know your conversion rates? Conversion rate is the... Read More

10 Amazing Product Selling Formulas

1. Sell your products at a wholesale price to retail... Read More

Building Relationships

A conversation: The Salesperson: "I don't cold call-I want to... Read More