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Picture this: You’ve done a masterful job of engaging your customer. She loves you, loves your product and thinks it would fit nicely with her future goals. But then something happens. You lose the deal and what’s worse, you have no idea why.

I’ve witnessed thousands of sales presentations around the world and can attribute losing the deal to one of ten classic closing mistakes. Here are three of them:

1) You Drop the Price.
You lower your price, thinking, “If it’s just cheap enough, they’ll buy it.” I’ve got news for you: if you make anything cheap enough (except for air-conditioned shoes or a pet rock) someone will buy it. Why are we so quick to drop the price? Many salespeople underestimate what their product can do for their customer or, as my colleague, Adam Robertson, says, they don’t see the value and they’re selling from their own pocket.

2) You’re a Doormat.
You wait around for prospects to call you back… tell all your friends about your big deal that’s coming in any day now… and spend the commission check you haven’t yet earned. Salespeople who lack confidence say things like, “Let me know when you’ll be able to decide,” or “I’ll give you my home number, feel free to call me with any questions or concerns.” This isn’t customer service; it’s servility! Work hard to close the deal but also know when to say, “NEXT.”

3) You Answer Excuses Rather Than Isolating the Real Objection
There is a natural human tendency—one that you have to overcome—to answer customer objections before isolating them. When you resort to this behavior, you’re not addressing the customer’s real concern and won’t get the deal. As one of my trainers used to say, “it’s like trying to hit a hologram.” You keep smacking at it. You can whack it from every direction but you’ll never make contact.

Instead, try one of several isolation techniques found in my new bestselling book, Heart and Sell: 10 Universal Truths Every Salesperson Needs to Know available on Amazon here.

For a limited time, only, download a FREE copy of Chapter 9 (it’s all about closing)! CLICK HERE TO DOWNLOAD.

Today’s buyers won’t tolerate high pressure or false urgency. Know why your prospect is objecting. I don’t mean the made-up reason they give you, or the made-up reasons you tell yourself. I mean the honest-to-goodness real reason they put up sales resistance. Armed with this information, you can address their true concern and close more deals faster!

Grab your free chapter here.


  • Nicholas John Birbeck says:

    Duh! Any experienced sales person should know that stuff. But you are right, and doubtless rich from preaching the obvious to people who should know this stuff already.
    What I learned in my time in the business was very simple – if they relate to you, they will trust you. If they trust you, they will buy from you.
    I can’t count the number of times a buyer has asked me “have I done the right thing?”
    That’s a sale…

  • Shari Levitin says:

    You’re absolutely right! In fact, most sales strategies are simple but as my mentor said “If you’re not doing them, they’re advanced.” In my new book Heart and Sell I discuss a concept called “Sales HELL”. Many of us know what to do. For example, we know we should listen more than we should speak, we know we should isolate objections, and of course we know we may want to refrain from drinking that third glass of wine, yet we do it anyway. Sales HELL consists of defaulting into poor behaviors due to habits, ego, laziness, and lack of knowledge. Thank you for your comment.

  • Fred lehr says:

    Do you review cold-calling or prospecting in your book?

  • Shari Levitin says:

    I do, but that’s not the emphasis of the book. For info on prospecting you may want to check out Jill Konrath or Mark Hunter. I will offer you a free download of chapter 1. People tell me it helps will prospecting and cold calling because of the emphasis on must have skills. You can download your free chapter here.

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