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1. Do not use red: Never write with a red pen, or wear a red shirt/blouse when you are with a customer. Subconsciously red signifies danger, stop, beware, anger, red alert. Although these negative thoughts are not in the forefront of the customer’s mind, they are nevertheless there, warning the customer to be wary.

2. Do not wear dark sunglasses when you are with a customer: This gives the impression that you have something to hide, that you are a shady character who cannot be trusted. Eye contact is a must for the professional closer.

3. Do not ask certain questions: Never ask a customer if he understands. Not wanting to appear stupid, he will always answer “Yes”, even when he wants to say “No”. Never say to a customer “You know what I mean”, or “Do you get my point?” Instead, ask “Are you happy with that?” or “Do you have any questions?” Also never say to a customer “Let me be honest” or “To tell you the truth”, because it implies that you weren’t before. When someone says they’ll be honest with you, it generally means the opposite.

4. Do not knock the competition: This has an adverse effect. The customer will think that you are trying to hide behind the competition or that you are trying to justify an inadequacy in your product. A professional closer does not knock the competition, he welcomes it and sometimes he will even compare the competition’s product with his own in front of a customer.

5. Do not live in the past: Reminiscing can be fun and enjoyable, but only to the person doing the reminiscing. It’s the “also-rans” in life who live off past performance and an old worn-out reputation. There is nothing wrong with looking back, now and again but, being in reverse won’t take you forward.

6. Do not fight change, welcome it: Change has always caused and always will cause, insecurity, doubt, unfamiliarity and fear. A professional closer knows this but he understands change is necessary. Without it we would all still be in the Stone Age living in caves. A professional closer knows that change is good, it keeps people on their toes, it demonstrates a will to progress and to improve, also creates challenge.

7. Do not stop learning: A professional closer is forever reading new material, listening to CDs and gaining new information. He’s always updating his portfolio of techniques and closes and gathering new tools. A professional closer has a relentless desire, a burning passion for improvement. He knows that the key to continuous success is continuous learning.

8. Do not waste time: Time is the most precious thing in the world and life is too short to waste it. A professional closer makes full use of his time; he plans how to use it to give optimum benefit.

9. Do not give losers the time of day: In every sales organization there is always a group of negative salespeople that you should avoid like the plague. In staying away from the losers a professional closer often alienates himself, but that doesn’t bother him. He knows that sometimes “it’s tough at the top”, but it’s always tougher at the bottom.

10. Do not ever give up: Fight the good fight and when all else fails, when you’re in dire straits, when there is no hope, whatsoever, admit defeat. There is no shame in it. But before you do, try another close.

Michael Russell
Your Independent guide to Sales Training

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• Go through the “no’s” to get to “yes.”

• It takes X number of “no’s” to get 1 “yes.”

• Every “no” brings you closer to “yes.”

I’ve heard these statements in so many sales training courses and read them in so many sales books. No wonder so many people hate cold calling! Who wants to hear “no”? Who wants to go through X number of “no’s” to get to “yes”? That’s exhausting and demoralizing. Ecch!

Wouldn’t it be so much nicer if almost no one said “no”? Isn’t it great to hear “yes”! Wouldn’t it be wonderful to only hear possibilities? Well, you can. And this is how:

I have been writing a lot recently about changing the way that you think. Many times, what we think is a “no” is really something that we are making up! It is important to differentiate between the actual words your prospect says and what you think your prospect is saying. There are the “facts,” or “the words,” and then there are the stories, the things we make up about what we think our prospect is really saying. Frequently, the two have nothing in common!

Learning to hear what your prospect is actually saying versus what you make up they are saying will result in hearing fewer and fewer “no’s” and feeling less and less rejection. This does take some work and practice, like learning any new skill, but it can be done. Here are some examples:

• If a prospect says to you that they are not the decision-maker and that you need to speak with someone else, that is not a “no.” She is not the decision-maker. But if she gives you the name of the decision-maker, that is a “yes.” She is helping!

• When you are trying to set a new business appointment, if a prospect asks you to “send something” instead, that is not a “no.” More than likely, it means you haven’t convinced her yet. Send her somethingyou now have a second chance.

• If a prospect says she’s busy and asks you to call back, that is not a “no.” That’s a request to call her back. Do so.

• If a prospect’s secretary says that your prospect is in a meeting, that is not a “no.” Your prospect is in a meeting. Ask when she will be done with that meeting, and call back then.

Many of our “no’s” are actually quite neutral. But we don’t hear them as neutral. We read extra or hidden meaning into the neutral words and turn them into something quite different. Examine the facts. Examine what is actually being said. Check to see if you are “making stuff up” about a conversation that, when you examine it, is actually neutral. Is your prospect really saying “no,” or is it a story that you are telling yourself?

Hearing “no” continually is demoralizing and dispiriting. It is difficult to be energized and interested when facing that wall of rejection. Stop hearing “no” by always checking your facts in prospecting and sales situations. As you check your facts, stop yourself from “making stuff up” about those facts. As you do this, you will find that many of your “no’s” disappear. You will hear more “yes’s.” While the “no’s” may never disappear completely, eventually “no” itself will become the aberration. You will then be able to prospect in a whole new way. Go to it!

© 2005 Wendy Weiss

Wendy Weiss, “The Queen of Cold Calling & Selling Success,” is a sales trainer, author, and sales coach. Her recently released program, “Cold Calling College”, and/or her book, “Cold Calling for Women”, can be ordered by visiting http://www.wendyweiss.com Contact her at wendy@wendyweiss.com. Get Wendy’s free e-zine at www.wendyweiss.com

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