How to Make the Hard Sell

The moment you quit asking the deal is dead. It has been said that you have to ask five times before you get a yes. I don’t know if that’s true or not, but I do know that most people will not buy without someone asking them to—and people will never say yes to someone who quits asking.

It has also been my experience that most people will not just hand over money for a product or service without you asking, persisting, and being willing to make the “hard sale.” I’m not talking about pressuring the buyer. I’m talking about being willing to get to that hard place in the close where everyone gets a little uncomfortable.

Related article: The Perfect Sales Process

The salesperson must be willing to stay in the deal and persist through to the close. They are willing to stay beyond the resistance because they believe deep down that the product or service is right for the buyer. The salesperson, you, must be willing to persist, even when it gets hard, seems difficult, and gets uncomfortable. That’s what I mean by the “hard sell.” 

I had a buyer once tell me, “Grant, you’re pressuring me,” to which I explained, “Sir, you’re confusing my belief and passion in knowing this is the right product for you and your company with pressure. Please don’t misinterpret my enthusiasm for pressure. Now, let’s do this.”

Hitting “hard sell” status means you’ve become so convinced that your company or product is the only answer and any other option would be a disservice. At the place of the “hard sell” you are certain that your service is superior to that of anyone, anywhere, and ultimately the only right choice your customer can make. This belief causes you to insist on the close and stay through the resistance. You believe in this so deeply you will stay in the deal even when it gets uncomfortable and people are squirming, making excuses, and becoming difficult.

There are only two things that can get you to the point of being a true professional hard sell closer:

1. You must believe, without a doubt, and be fully committed to the fact that what you’re offering is the right thing for your prospect.

1. You must be properly trained to stay in the close no matter what happens. This takes daily training, dedication, and a belief in what you are doing every day to become a better salesperson.

You will need to be armed with an arsenal of ways to handle stalls, resistance, emotional reactions, and objections.

Related Article: These Are Habits of the Most Effective Salespeople

If you don’t truly believe that your product will somehow bring the buyer more enjoyment, benefit, or security than the numbers have in the bank, then you’ll never be a great salesperson—and you’ll never fully understand the concept of the “hard sell.” If you really believe and train on how to close, you’ll know someday what it means to hard sell. This is an art form!

Learn more about the “hard sell” in my Sell or Be Sold seminar. Check it out here. And let me know in the comments below what kind of success you have had from making the "hard sell."

Be great,

Grant Cardone

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