Sellers are understandably focused on the closing of any deal but it’s important that we keep things in perspective and don’t make the closing an event. The truth is that every transaction has a beginning, a middle, and an end, but we often get so focused on the closing that we unnecessarily freak ourselves out. This conversation comes from our TSE Certified Sales Training Program, our sales coaching program that helps sellers maximize their effectiveness. SALES PROCESS The sales process naturally builds toward a close where the client signs the deal and then everyone celebrates. Our challenge as sellers is to avoid the temptation to make the closing the entire focus of the sale. Focus throughout the sale on building value. Initiate conversations that address your prospects’ challenges and difficulties. Realize that you’ll never get to the closing if you don’t effectively address the buyers’ objections. Help the buyer feel confident in this deal by sharing stories that provide value and dispel your customers’ objections. Instead of waiting for your customer to offer his objections, bring them up on your own terms as a way of building trust. Red flags won’t go away simply because you ignore them. They don’t typically diffuse themselves, and your decision to wait until the end of the process to address them could cost you your deal. GROWING PROBLEMS Like many other relationships in life, struggles between buyer and seller don’t naturally disappear over time. In fact, problems often get bigger and worse as we fail to address them. A single demo for your client won’t magically offset all his concerns, so don’t wait until then to address his objections. If he has concerns about your product or service, it won’t likely matter how good your demo is: you won’t overcome his hesitation until you address the problems. Start early in the process. Diffuse problems as they arise. Every sales relationship offers a certain amount of risk, and your job is to minimize that for your prospects. #SalesObjections CLICK TO TWEET ADDRESSING FEARS Whether you’re selling water, computers, or houses, your buyer doesn’t want to part with his hard-earned cash until you’ve addressed his fears. He may want a new house. He may even need a new house. But he has fears of his own: What if he can’t afford this house? What if an unforeseen issue comes up? How much will hurricane insurance cost? Help him minimize those risks and fears throughout the process. That way, when he gets to the end of the transaction, those fears won’t be an issue. PROSPECTING Hubspot reported recently that as many as 40 percent of salespeople don’t...

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