TSM #059: Failure to Close

This is a 1 week-delayed copy of the Sales Mastermind Newsletter.

If you'd like #60, it's published here - this week is a reminder to keep your energy high.

Hey, ?? Scott from The Sales Mastermind here.

Today’s edition only takes 2 minutes.

A fundamental error is when sellers push for the Yes before the buyer can say Yes.

Then, the buyer hesitates and objects, and ultimately, the sale ends with "No Decision."

Today, we'll cover:

• Imagine a common scenario
• Clarity first
• Indirect questions

Yes is Final

Picture this: you're running a solid sales process, and the buyer is saying all the right things.

They feel the pain, like the product, and seem ready.

You use your favorite closing line… and hear nothing but objections, hesitation, and trepidation from the buyer.

You can't work out why. They can't articulate their hesitation.

You're asking the buyer to say Yes before Yes is safe, before you've removed any risk or fear they might have, and before they have clarity on the outcome.

Create Clarity First

In sales, the seller outcomes are known (you get money). Buyer outcomes are less straightforward.

Sellers only exist to be experts in the problems they solve. It is the seller's job to create clarity so the buyer can buy confidently.

If the buyer could solve their problem without you, they would be happy to do so.

This means sellers have to be the ones to present the solution.

• For product businesses, this is simple: frame the product as the solution to the buyer's pain.
• For service businesses, there is a fine line between solving the problem and getting the buyer to believe you can solve their problem.

For a buyer to say Yes, they need four types of clarity:

• Clarity on input - What must the buyer or their team provide? Just money? Also time? How much? etc
• Clarity on outcome - What is the result the buyer can expect?
• Clarity on expectations - How long will it take to get the outcome?
• Clarity on responsibilities - Who will do each step, and how will this be monitored?

Close when they are ready

Only when each of the above is clear can a buyer say Yes.

However, most buyers need help knowing when they are ready; elite sellers develop an instinct for when to push and hold back.

Until you become elite, always assume the buyer is ready. The risk of asking for the sale too early is low (they say "not yet"), while the reward is high (you close a deal). At the same time, the risk of waiting is that you'll miss many closable deals.

Remember, the point of today's newsletter is that sellers ask too soon. So, instead of just asking for the business, ask an indirect question that opens the door for a final sale.

That way, you'll learn if they're ready or need more from you. You have to do this before asking for the business.

For example:

• "What is stopping us from getting a contract signed?"
• "It feels like we are moving towards working together. What hesitations do you have remaining?"
• "Help me understand: if you were to present this to leadership today, would you be comfortable moving forward?"

By asking indirectly, you provide space for real objections. This removes the pressure from the buyer, and they can give you those objections.

Now, give your buyers the clarity they crave to solve their pains.

Until next week,

Scott Cowley

PS Struggling to close deals? Not sure where you’re going wrong? Sign up for a sales audit for a detailed assessment of your sales calls, strategy and pipeline. See details here.