Selling in a Crisis

41Close Better

When it comes to closing sales in a crisis, there is far less margin for error than during times of abundance. When the stakes are lower, buyers may give you the benefit of the doubt and say yes even when they are still unsure. Not now.

Closing in a crisis is so challenging that it is not unusual for salespeople to seek out “closing techniques” that make getting buying commitments from reluctant stakeholders easier. But much like ancient knights who sought the Holy Grail, they're looking in the wrong place.

There is not a Holy Grail of closing. There is no secret code that unlocks a buying commitment. The truth is, to close better, you must qualify, sell, and discover better.

It's executing the fundamentals: Sell to the right prospects, conduct deep discovery, make a compelling case for change, and earn trust with excellence throughout the entire sales process.

If that's not what you wanted to hear, I'm sorry. This is a no-pander zone. Weak qualifying, shallow discovery, and skipping steps in the sales process are the reasons you face stiff resistance at the close.

If I'm sounding like a broken record, take heart. Repetition is the mother of skill. The steps to closing better in a crisis are basic and fundamental:

1. Execute the sales process flawlessly.
2. Advance the sale by consistently asking for micro-commitments.
3. Present a compelling case for change.
4. Ask stakeholders to make a decision.
5. Handle objections.

When you show up and throw up, rush headlong into sales ...