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Top 5 Mistakes Rookie Closers Make

Mar 21, 2018

Top 5 Mistakes Rookie Closers Make

In sales, any slip-up could cost you the deal, and even worse, clients lose the benefit of using your service. If you have a valuable product or service, and you’re making these mistakes when signing up clients, you’re costing them. Don’t make these rookie mistakes.

1. Not Creating the Proper Sense of Urgency

People can’t be rushed. There’s a difference between pressure and tension. Pressure comes from the salesperson. Tension comes from the buyer.

It is not their responsibility to be certain. It’s yours. It’s your job to anticipate people being uncertainty. Let them borrow your certainty. Have extra. Perk up.Become more certain. Become more strong. They need to feel your certainty. If you yourself are unsure, you are only going to reinforce their uncertainty. You’re communicating that there is something to be uncertain about. If you do this, you won’t sell a thing.

2. Saying the Wrong Words

There’s a list of words that will immediately turn your prospect off. A few common ones are:



monthly payment



Instead of saying these, make these adjustments to what you say to your prospect:

cost = “investment”

price = “total investment”

monthly payment = “monthly investment”

downpayment = “initial investment”

contract = “agreement” or “paperwork”

Speaking of price, know how to justify your price with logic. After each price reveal (so to speak), you have to be able to show them, mathematically, how your price makes sense. You have to know how to justify your price.

Another way to think about this is, “What’s the cost of not doing this?” – What’s their cost of not doing business with you?

Your ability to emphasize how big that cost is, the easier time you will have in showing them the benefit of choosing to move forward with you.

3. Not Knowing What To Do When They Say ‘No’

There’s different kinds of ‘No’s. There is, “This is not for me.” Then there is, “I’m not sure yet.” – The latter is the most common type of ‘No’. This indicates a lack of certainty, not that the product or service is not for them.

The idea is, if you’ve done a good job relationship-building and question-asking, you’ll get the honest answer. Most people don’t get honest answers. Most people get vague answers like “Let me think about it” or “I’m not sure yet”. You really have to build the rapport with your prospect in order to get the real answer from them. Obviously, if they tell you they aren’t sure yet, they need more information.

Ask them, “What part are you unsure about?”

By asking them deeper questions and getting to the root of their uncertainty, you build their trust with you. They get the sense that you care about them.

Most salespeople feel like they got rejected here. In reality, this is when you need to perk up. If your prospect feels that you are feeling disappointed, they won’t change their stance. If, on the other hand, you get excited that there was a piece of information the prospect didn’t know about, and that you now have the opportunity to tell them, they’ll be excited to hear what you have to say.

4. Talking Too Much

Another big mistake rookie closers make is they talk too much.

Closing is about silence.

Closing is about giving people space to come to their conclusion.

Allow your prospect to feel the pain – the pain of not changing their current situation. If you rob them of that pain, they aren’t going to have a chance to associate the pain with not making the decision to change. We all need this. It seems counterintuitive to let people feel pain but sometimes it’s the most helpful thing you can do.

5. Not Asking For The Sale

Finally, another big mistake I see is not moving the sale forward – waiting for permission.

Just ask.

Close your eyes (not really), and ask.

Say it with me – “Which one feels like a better fit for you?”

Or, “I have two options, X, and Y. Which one is a better fit for you?”

Here another, “Would you like to give it a try?”

And another one, “Are you ready to get started?”

My personal favorite, “Are you excited?” – You can even use this one after you get the “Yes” from any of the previous closes.

One final tip – once the deal is over, talk about anything but the deal. Strike up small talk. Once the paperwork is signed and it’s a done deal, there’s no need to talk about the deal anymore. What you don’t want is them asking additional questions and feeling buyer’s remorse. Buyer’s remorse is a natural feeling after buying anything. As a salesperson you must understand this. If you’ve established already that your product or service will help them a great deal and provide a real ROI for their business, just remember that they would feel a greater remorse if they didn’t buy.

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About John Payne

Award-winning author, speaker, and peak performance coach John Payne is known for his confident and impactful style of speaking on sales psychology as a catalyst for transformation in business and in life.

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