KNOW WHAT YOU ARE CLOSING

Not every sales conversation ends with a buy decision; there may be multiple conversations and a series of decisions before the final decision is made. That’s why your preparation, the focus of the Wait step introduced in Chapter 5, begins with identifying the desired outcome for the conversation. Clarifying your desired outcome ensures you have the right conversation to result in the successful outcome you seek.

Typical desired sales conversation outcomes include:

• Getting the buy decision (securing the order).

• Fact-finding for specific information about POWNs (qualifying the buyer for budget and decision-making authority).

• Collaborating through a discussion of how your solution addresses their POWNs (facilitating the presentation or recommendation of your solution and the plan for its implementation).

• Achieving an introduction to someone else (earning the opportunity for the influencer to introduce you to the implementer, the spouse, the final decision maker, or other group or committee members involved in the final decision).

I’ve always been amazed at how little preparation is put into ending a sales conversation and how many sales are stalled or lost because of it. Knowing what you want or need to close identifies your goal for the conversation. It’s the start to successfully completing WIIFT and closing the sale.