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Conclude vs. Close
Closing is seen as the finality of a treacherous sales cycle and fulfills either high hopes or dreaded nightmares for many businesspeople. In their minds, this phase of the sale has become both a preoccupation and an insurmountable challenge.
For this reason, closing is discussed both at the beginning and at the end of this book because it is the most asked-for topic and concerns salespeople the most.
Let me assure you there is no mystery to closing. As long as you methodically value-add sell throughout the cycle, you will be able to ask for the business in the natural flow of conversation.
Why do most people fear closing, and why are they afraid to ask for the business?
The answer is fear of being told either:
"Get out and never darken my doorstep again."
In order to avoid either of these unpleasant scenarios, some salespeople do not ask for the business and therefore fail to meet their sales goals.
How do you ask for business without being "the bad girl"?
--You must stop thinking that if you ask for the business, you are "the bad girl."
--You are actually "the Nice Girl" if you meet the client's needs. They will view you, at the very least, as a team player.
--Your client will also view you as a credible, knowledgeable resource, and will thereby reward you with repeat business, testimonials, and referrals.