The Real Reason You Are Not Closing More Business

The Real Reason You Are Not Closing More Business

Every day I receive calls from business owners who tell me that one of the things standing in their way to a booming business is their inability to convert more clients and close more business. They ask, Can you teach me to be a better closer? Can your coaching program teach me how to be better at closing more business? My closing rates suck, can you show me a better way to convert more marketing leads into paying clients?

Business owners are convinced that if they had a better way to execute the close properly, all their revenue problems would disappear. Business owners believe that I can teach them a magical phrase, secret sentence or fancy closing statement that would convert someone on the spot and compel them to hire you.

Closing more business and closing issues are a blatant symptom of a much bigger issue and more costly problem. Making adjustments to closing issues will be a colossal waste of time and money and will only make things worse. It’s the equivalent of putting a bandage on a bullet wound.

It’s easy to believe that closing is the problem when revenue is not increasing, and clients are not retaining.

The ability to close relies heavily on the entire face to face meeting or consultation process – not just what is said to a potential client at the end. If business owners are using an outdated and ineffective process, they will never be closing rock stars. The real reason ideal clients are not hiring you is that the process is out of sync with the way the new consumer buys EVERYTHING these days! Think about how you buy just about anything.

The process being used was created at a different time, in a different marketplace and for a completely different consumer and it is has lost its effectiveness. Professionals unknowingly attempt to close today’s new savvy consumer using a process that screams old-school.

Stop focusing on the close, and start focusing on the updated and powerful skills you need to know that will help make closing easier. Done well the close is effortless. Closing strong is a culmination of a well-managed and thorough execution of the entire client consultation process, not because you dazzled them with a fancy close.

I explain to every call that I receive the many ways that I help people improve closing rates. I also tell them that if they want more clients, better results, and increased profits, they must be committed to investing in a complete solution instead of throwing money at the wrong end the problem. The close is NEVER the issue.

Today’s smart and savvy consumers are more knowledgeable and have more options available to them than any other time in history. The consumer is in control, and they know it. They have evolved, but the consultation process has not.

The close is the easiest part of the process.

Sales are rarely lost at the end of the consultation or meeting. No one will ever say, James, you are my first choice, and I would like to hire you. Unfortunately, I can’t. You’re a crappy closer. Or, Marie, I am unable to work with you. I was hoping that you were going to be a more confident closer. Or, Stan, you are the right person for me, but your closing skills are dreadful. Never!

The only way to fix the closing problem is to create a process that aligns with the new consumer. One that is updated and in sync with the way the new consumer buys.

Without an update, you will continue to leave enormous amounts of money on the table. You will continue to watch perfect clients walk out the door. You will continue to see money vanish before your eyes instead of profits pouring into your business.

Here is what is at stake. Let’s say that an average client means an additional $2,000 to your business. And two additional clients per month choose to hire you instead of hiring your competition. This would net you an additional $4,000 per month, or $48,000 per year.

Today’s consumers are too knowledgeable and savvy to fall prey to any closing techniques. Invest in updating and mastering the entire consultation process. Do that, and you may start hearing, who do I make the check out to or when can we get started?