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Four Obstacles To Closing By Brian Tracy


Fear of Failure
There are several other reasons why the end game of selling is stressful and difficult. First and foremost is the fear of failure experienced by the prospect.

Because of negative buying experiences in the past, over which you could have no control, prospects are conditioned to be suspicious, skeptical and wary of salespeople and sales approaches.

They may like to buy, but they don’t like to be sold. They are afraid of making a mistake. They are afraid of paying too much and finding it for sale cheaper somewhere else.

Fear of Criticism
They are afraid of being criticized by others for making the wrong buying decision. They are afraid of buying an inappropriate product and finding out later that they should have purchased something else.

This fear of failure, of making a mistake in buying your product, is the major reason why people object, hesitate and procrastinate on the buying decision.

Fear of Rejection
The second major obstacle to selling is the fear of rejection, of criticism and disapproval experienced by the salesperson.

You work long and hard to prospect and cultivate a prospective buyer and you are very reluctant to say anything that might cause the prospect to tune you out and turn you off.

You have a lot invested in each prospect and if you are not careful, you will find yourself being wishy-washy at the end of the sale, rather than risking incurring the displeasure of the prospect by your asking for a firm decision.

Customers Are Busy
The third reason why the end of the sale is difficult is that customers are busy and preoccupied.

It isn’t that they are not interested in enjoying the benefits of your product. It’s just that they are overwhelmed with work and they find it difficult to make sufficient time available to think through your recommendations and make a buying decision.

And the better they are as a prospect, the busier they tend to be. This is why you need to maintain momentum throughout the sales process and gently push it to a conclusion at the appropriate time.

Inertia is Hard to Break
The factor of inertia is the fourth reason that can also cause the sales process to come to a halt without a resolution.

Customers are lazy and often quite comfortable doing what they are currently doing. Your product or service may require that they make exceptional efforts to accommodate the change or a new way of doing things.

They perhaps recognize that they would be better off with your product, but the trouble and expense of installing it hardly seems to make it worth the effort.

They see no pressing need or urgency to stop doing what they are doing and start doing something else with what you are selling.

Everyone Buys at the Same Time
The good news is that everybody you meet has bought and will buy, new products and services from someone, at some time.

If they didn’t buy from you, they will from someone else. You must find the way to overcome the natural physical and psychological obstacles to buying and then hone your skills so that you are capable of selling to almost any qualified prospect you speak to.

Action Exercises:
Now, here are two things you can do immediately to put these ideas into action.

First, recognize the normal fear of making a buying mistake experienced by the customer. Give him every reason you can think of to be confident in dealing with you.

Second, accept that everyone you talk to is busy and you are interrupting. Always ask if this is a good time for him to give you his undivided attention. If not, arrange to see him another time.
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Brian Tracy is one of the world’s leading authorities on personal and business success. His fast-moving talks and seminars are loaded with powerful, proven ideas and strategies that you can apply immediately to get better results in every area. Visit Brian’s web site and take advantage of his FREE audio program offer.

  • Josh Hinds

    One point from the advice above that I think deserves a little extra attention is in the second part of the Action Exercises that reads:

    “Second, accept that everyone you talk to is busy and you are interrupting. Always ask if this is a good time for him to give you his undivided attention. If not, arrange to see him another time.

    It seems to me that sometimes we get so focused on getting the results we seek — right now — that we miss out on a golden opportunity to differentiate ourselves between the “fast talking, gotta’ have your decision right now” types and the person we want to be that clearly conveys that we are in it to build a lasting win, win relationship with our customers.

    When we start out showing that we value a person’s time (as doing the step above will do) we put ourselves in a position in the others persons mind as someone that plans on being around for the long haul. We are letting them know that we value them enough to show we appreciate their time.

    That’s not to say that we shouldn’t be persistent if it takes more then one attempt to setup an appointment, but do keep in mind that there’s a balance between being persistent and pushy. Find that balance and you’ll put yourself on the path to sales success.

    Is there anything else you’d like to add? I certainly don’t claim to have a lock on the ideas shared here 🙂 I hope you’ll take a moment to comment.

    — All the best, Josh Hinds