The NEW TRUTH About Closing The Sale

by Jeffrey Gitomer

Every salesperson is looking for the fastest way, the best way and the easiest way to “close” a sale.

More than human nature, closing the sale is both a desire and a need for salespeople. And the results are totally measurable. Either you win or you lose. There is no second place in sales.

Many people think “closing the sale” is the fulcrum point of the process. All of those people are wrong. Closing the sale begins when the sales presentation begins.

A sale is not “closed.” A sale is earned.

In my career I have learned two powerful words that complete the selling process. They allow me to complete the sale without a feeling of discomfort or hesitancy. When it’s time to deliver those words, I know in my heart of hearts the sale is mine.

The two words are “fair enough,” and they are delivered to the prospect in the form of a question. “Fair enough?”

“Fair enough” is the most powerful phrase to affirm the prospect’s intention to buy. You may be erroneously referring to the prospect saying “yes” as “closing a sale.” Not good.

“Fair enough” asks for a commitment and validates the value and the fairness of your offer. If your offer is valuable or perceived as valuable by the prospect, then the words “fair enough” will always be followed by the prospect’s affirmative answer. And vice versa.

The words “fair enough” are also a self-test. Do you perceive that your offer is so valuable that when you ask the prospect, “Is that fair enough?” you know in your mind and in your heart that in fact it is fair enough? Always ask yourself the “fair enough” question before you give a sales presentation. If you can answer “yes” to your own offer, it’s likely the prospect will answer “yes” as well.

The words “fair enough” ask for a “yes” and a confirmation to move forward. They are direct, completely understandable and nonmanipulative. They don’t contain the sentence “Can you see any reason not to move forward?” or, worse, “Is there any reason you could not do this today?” Those are old-world, BS sales expressions of the worst order.

“Fair enough” is pointed, powerful and positive. And you don’t have to wait until the end of your presentation to ask. You can slip it in once or twice as you’re presenting to make certain you and the prospect are in agreement and moving forward.

“Fair enough” gives you a transition from your presentation to earning the business.

THINK ABOUT THIS: If you have a bunch of presentation slides and offer to send some kind of proposal at the end of your presentation, you can never use the words “fair enough.” Your job as a salesperson is to figure out how your presentation can culminate with the words “fair enough” and make sure there’s enough perceived value in your presentation for the prospect to say, “Yes, that’s fair enough.”

If the prospect says, “That sounds fair enough” or gives you some form of “yes,” that’s not just a purchase; it’s also a report card that says your offer was perceived as valuable enough to move forward.

START HERE: Review your entire sales presentation and see where the words “fair enough” fit into it. If there’s no place for them, then your offer is most likely not fair enough and will be met with some kind of resistance or stall.

This review process requires work on your part and may mean you have to revise your sales presentation. This is a good thing! It will most likely mean you have to ask more questions, discover what the buying motive of the prospect is and make certain you have value offerings that are in harmony with the prospect’s true needs and motives to buy.

If you are able to give prospects the answers they’re hoping for, you will have created the ultimate buying experience. Asking the question “Fair enough?” will become a joy. A financially rewarding joy.

I just provided you with a major secret of selling – a secret that, when mastered, has the potential to double your sales and increase your earnings significantly. All you have to do is create a strategy to incorporate it. Fair enough?

Jeffrey Gitomer is the author of 12 best-selling books including “The Sales Bible” and “The Little Red Book of Selling.” His best-selling “21.5 Unbreakable Laws of Selling” is now available as a book and an online course at www.gitomerVT.com. For public event dates and information about training and seminars visit www.gitomer.com or email Jeffrey personally at salesman@gitomer.com.