Grant Cardone's book, The Closer's Survival Guide is the perfect tool for learning how to help another person make a decision.
After reading Grant's first book, Sell or Be Sold: How To Get Your Way In Business and In Life, the professional sales person will quickly recognize that sales skills is vital to one's survival in this economy and as a matter of fact, ANY economy.
Regardless of the industry, the ability to sell and close on an idea or proposal will be a deciding factor in how well one can do in a given market. Note that that market can be a couple, a family, school, or traditional sales environment.
The most import tool in one's selling tool box will be the ability to close a transaction. Once some one is "sold" on something, the next step is to "close" or as mentioned earlier, help them with making the right decision.
WHAT TO EXPECT FROM THIS BOOK?
Inside The Closer's Survival Guide, will be a way for you to respond to a situation.
How do most sales people respond now when a prospect says that they need to think about it or talk to somebody else before making a decision?
A professional will have multiple, consistent answers for concerns like:
- It's too much money.
- I don't have a lot of time.
- I'm not ready.
- It's over my budget.
- We don't want to make a rash decision.
The answers are all inside.
In addition, sales people will learn the rules of closing, the science of closing and what the actual goal of a "closer" is.
Here's a hint about what the goal of the closer is: It has more to do with KNOW than NO.
What is the difference between selling and closing?
Earlier there was the mention that, "Once you've "sold" someone on something, the next step is to "close" or as mentioned earlier, help them with making the right decision."
Taking a deeper at that, understand that closing is the cherry on top, it is the icing on the cake, the last straw. Selling is determining the needs of the prospect, building value in the product or service and why they should choose the product, service and the company.
Once the selling part is handled, the next step is to, whether literally or figuratively, "get them to sign on the line which is dotted!" According to Alec Baldwin in Glengarry Glen Ross.
Closing is a separate piece of the selling puzzle.
What else is closing?
Does it make since that closing is a service? Grant Cardone would say and believe that closing is a service? Closing is part of the service a sales person provides the client. If the prospect doesn't become a client, if they don't have the product or service, then they can not enjoy all the benefits the sales person just shared with them.
Could it also be possible that it's insulting not to ask for the business? That's right. To not ask for the business says to the buyer that the sales person doesn't take the buyer seriously at all.
A sales professional hasn't fully done their job until they have exchanged one thing for another. Here's how Grant puts it:
"...there must be an agreement to transfer resources and actions taken between both parties for any real value to occur."
What to do with The Closer's Survival Guide!
Reading this book is an adventure and an experience but don't just read it. USE IT!
The Closers Survival Guide is part handbook and part workbook. To get the most out of it, one is going to have to actually use it. For the book collector or the guy who tries to keep their books in perfect condition, buy two because one copy needs to get messed one up if the reader is going to really get something valuable from it.
Step 1: Has Sell Or Be Sold been read yet? If not, consider reading that first as it will lay the ground work and foundation for one to transition into a closer.
Step 2: Get a highlighter and a note pad. Read Chapters One through Ten. These Ten Chapters will establish the right frame of mind to be a closer. Highlight and take notes. Be in a constant state of "how does this apply to me?" Spend time figuring out exactly what the principles and concepts will mean and how to apply them to the specific business at hand.
Step 3. Ask and ask again, "How am I going to make a million dollars with this book?" There will be more on that concept with in "The 10X Rule," but for now, just go into The Closer's Survival Guide baring that in mind.
Step 4: Knowing the Closes. Chapter Eleven and beyond...
Here Comes The Work... AND The Play!
A boxer has what is called road work. Baseball players get in the batting cage. The salesperson, who is now the closer, is going to use this book for three things. P.D.R.
- Drill, and
PREDICTION: In Sell Or Be Sold, Grant talks about being able to predict. If a sales person has an appointment coming up or is preparing to have a discussion where they will need to close on a proposition or proposal, what type of a response can be expected or anticipated? What would one expect the buyer to say? Once a sales person has a sense of that, real or not, they can get into the book and study 7-10 responses to the objection(s) that they are anticipating. This is like a warm up. If a boxer is about to go up against a south paw, would he spar with a right handed fighter?
FLASH CARDS: Make Flash Cards for Closing. Get a bunch of index cards. On one side, write the objection. On the other put down your response. Then drill it down.
MAKE A RECORD: Closers can record themselves delivering specific closes. Actors do this to memorized their lines. They then record them and play it back in the car everywhere they go. Now with the ease of video and smart phones, anyone can make a recording or even video so they can really identify how they look and sound.
ROLL PLAY: Get a coworker and role play situations. Practice handling objections and closes. Do not "practice" on your customer!
How else? There are endless possibilities!
Grant has said, "Success is your ethical duty, obligation and responsibility." One's success in life is theirs to determine. Regardless of how an individual decides to define success, one thing for sure will need to happen and that will be getting other people to take action on a proposition. From the guy standing outside Whole Foods trying to get you to join PETA to the automotive professional, to the President of the United States, we are all closers. The question is, what kind of closer will one be and are will the be not only talented, but a skilled closer?