When you struggle to close the sale you think closing is the problem. But when you struggle to close the sale closing is a symptom of the problem not the problem itself. When you try to fix a symptom as though it were the problem the problem remains because you’re trying to put a band-aid on a wound that isn’t ready to heal.

Here are 5 reasons you may be struggling to close the sale:

1. You lack confidence in yourself and/or your supporting products.
2. You fear rejection and avoid it by avoiding asking for the sale.
3. You didn’t help the buyer to uncover a motivating reason for buying and buying now.
4. You didn’t understand the clients most important wants and needs and went down the wrong path offering a solution for problems that aren’t all that important to the prospect.
5. You didn’t do a good job of connecting with and starting a relationship with the prospect so asking for the close feels awkward, and isn’t likely to result in a “yes” decision.

When you struggle with closing you think you just need a perfect pitch, or the right closing lines and the problem will go away; but that simply isn’t the case. You can have a “perfect” pitch and “perfect” closing statements, and still blow the sale. Why, because a pitch and closing statements treat the symptom not the underlying real problem.

Review the 5 reasons you can’t close and identify where your struggles may be stemming from. This list isn’t comprehensive there could be other problems too that are keeping you from getting sales, but it will give you a good start. The first step to making closing a natural event is identifying the cause of the problem.

The next step is developing a plan for removing or overcoming the problem. Don’t think of your plan in terms of concepts think in terms of actions. When you know what the problem is, the actions you’ll take to overcome the problem, the only thing preventing you from closing is implementation of your plan.

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