We’re working with a new customer who has brought up a topic which merits discussion. His contention is that he needs a salesperson who is a strong closer since their company competes in a somewhat commoditized market space. A fair conclusion.
But a wrong one.
Closing is the eventual outcome of a selling system but it is not the most critical phase. Qualifying is the stage at which most deals are won or lost. In fact, here is a bit of a shocker – qualified deals close themselves. It’s true. If a salesperson can qualify a prospective deal effectively, they can navigate to a successful close.
Salespeople who only know how to “close” are better suited for working in the holiday kiosks at the local mall. They can quickly jump passerbys and attempt to close them whether the passerby has a need or not. These types of salespeople subscribe to the approach that when all you have is a hammer, everything is a nail.
A salesperson who qualifies an opportunity will determine the prospect’s needs or pains, their budget to fix this pain and their time frame for making the pain go away. These are the pieces of the puzzle that lead to a successfully closed deal. This skill set is far more valuable in comparison to a salesperson who attempts to close any opportunity whether worthwhile or wasteful.