Opening Is The New Closing

Opening is The New Closing

My office gets more requests for workshops and training that deal with teaching professionals how to close more business than all of my other sales training courses combined. I have to tell them that opening is the new closing.

Some companies are requesting that I teach their people some fresh and updated ways to close more business. Professionals want me to teach them modern ways to ask for and close the business. Many are on a relentless search to find that one killer closing line or magical technique that will compel someone to hire them on the spot.

Real bad news alert! Your ability to seal the deal, close the business and move a client forward has absolutely nothing to do with a closing technique. It has everything to do with how you engage and position yourself throughout the initial meeting or consultation.

The opening is the new closing.

The opening, the first few moments of your meeting or initial consultation provides the perfect place to set the tone, make a connection and build rapport.  An effective opening paves the way for trust and credibility.  It’s surprising how many professionals fail to take advantage of the window that prospective clients give them to view them as a frontrunner.

I see this happen every day when I am assessing and observing initial meetings in role play or mock consultations. Many professionals lose opportunities in the first few minutes of an initial consultation or meeting because they are attempting to connect and build rapport by using an opening that is over thirty years old.

Professionals have been taught for decades that when meeting a potential client for an initial consultation that they need to make a connection and build rapport and to do that by using small talk. They are told say something or ask questions about the weather, traffic, parking, or commenting on what someone is wearing or current event.  Did you have any trouble finding the building? Did you have any issues with parking? How was the traffic getting here? What about that wind last night? Hot enough for you? Is it cold enough out there? Pretty scarf! Great tie, nice shoes, cool suit. Nothing screams old school more than that. Now if it were 1982 that would still work. This shallow opening that every professional use does nothing to create a connection, tip the scales in your favor and differentiate yourself from the competition.

Don’t squander your opening opportunities by defaulting to chit chat that falls flat. While other people lull their prospects to sleep with their predictable opening, you must immediately show them that you are different.

Top professionals know that in the first few moments, they never talk about themselves, their credentials, or their business.  Allow prospects to draw their conclusions about your competence and credibility by how you behave instead of by what you share. You will have plenty of time later to discuss who you are and how you can help.

There are many other options to begin a consultation, conversation or meeting. Maybe you know someone in common. Review the reason for why they are meeting you. Maybe a mutual acquaintance referred you. Talk about something from their intake paperwork. Find out a little bit about their background. Make the prospective client feel like you took the time to shine the spotlight on them. Don’t default to using generic, boring and expected banter that comes across insincere.

Prospective clients want you to be professional, but more importantly, they want you to be personable. People do not buy how good you are at what you do. They buy how good you are at who you are.  Be human.

The greatest impact that you can have on the outcome of a deal happens at the beginning of the conversation, not the end. The most proficient professionals know that time invested early in the process will set up the end game beautifully.

This is similar to a flawless shot off the tee in golf. A golfer spends time assessing the greens, lining up his shot, and then tees the ball up just right to hit the perfect shot.

Your potential clients can size you up rather quickly. Without a strong and powerful opening, prospective clients will disqualify you if you fail to add the human touch and connect with them. They’re not looking for you to be slick or super-polished but they are assessing how professional and prepared you appear.

It is up to you to create a professional natural and welcoming opening helps to make people feel comfortable and open up. Set yourself apart by making your first few minutes with a client meaningful and memorable.