Why always be closing no longer works

We live in a world bombarded by advertising. All over the internet and social media, coming at us from the radio, the television, magazines, newspapers, on buses and trains, are messages demanding our attention – asking for our money or support. Everywhere we go, all throughout the day, we are being ‘pitched’. Our subconscious mind has learnt to say ‘NO’, if it didn’t we would all be insane by now, overwhelmed by the barrage of messages we receive on any given day.

I love the quote from the Dali Lama, “The planet does not need more successful people. The planet desperately needs more peacemakers, healers, restorers, storytellers and lovers of all kinds”. As solo-entrepreneurs and passionate business owners, it’s our job to genuinely connect with our potential clients. To build a union of sorts, to overcome the natural resistance they have accumulated against this tide, of insincere promises and offers, that they have learned to let wash right over them. Developing an honest respectful rapport that allows you to understand them better is how authentic and real relationships are formed.

Your clients are looking for this type of exchange, they want to connect and hear the story you have to tell, about how your expertise or product can address their needs. This is why ‘always be closing’ has become counterproductive and ‘always be connecting’ is the new ABC. Instead of trying to ‘sell your client’ ask yourself ‘How can I connect at a deeper level with my potential client?’ ‘What could I learn about them, and about myself during this interaction?’ One question to keep uppermost in your mind is - How can I best serve this client.

Business revolves around relationships, the more authentic the relationship the better the business. Connecting rather than trying to ‘close’ is an authentic way of being. Does this mean you won’t get the sale? Actually, it’s the opposite; using your sales skills to ask the right questions, to actively listen for the answers, and offer solutions for the client’s problems will lead you to an ongoing business relationship.

Staying true to who you are as a person, and not resorting to pushy sales tactics, not only builds client relationships, it improves the way you feel about yourself and every aspect of your business. And that’s a real bonus!