Two Psychological Antecedents To Closing

Here are two psychological antecedents to closing. You must know and use these if you want to be effective.

Enthusiasm – Constrained Enthusiasm
The first requirement for closing, which you\’ve heard a thousand times, is enthusiasm. Fifty-one percent of all closing effectiveness comes from your enthusiasm, your excitement about your product or service. One of the best definitions of closing is that it is a transfer of enthusiasm. In other words, when you successfully transfer your enthusiasm for your product or service into the mind of the prospect, he or she will buy, and a sale will take place.

It\’s essential that you have enough enthusiasm to transfer a sufficient amount into the mind of the other person. What this means is that the most effective salespeople know their product, believe in their product and love their product. They are absolutely convinced that their product is valuable and important for their customer.

If you don\’t believe in your product, if you don\’t love your product and you wouldn\’t use it yourself, or if you wouldn\’t sell it to your best friend or your mother. Then you\’re probably selling the wrong product for you. Without this deep belief in the goodness of what you\’re selling, you can never reach that level of enthusiasm that must be transferred into the mind of the prospect to make him or her want to buy. By the way, I don\’t mean that rah-rah jumping around type of enthusiasm. I\’m referring to what is called constrained enthusiasm. This is when your enthusiasm is pent up inside of you so that you glow with enthusiasm. You seem to have a dynamic tension and excitement about you. But it isn\’t in how fast you talk or how quickly you move. It\’s contained within yourself. Constrained enthusiasm has one of the most powerful effects on other people more than you can imagine.

\”This is why Ralph Waldo Emerson said nothing great was ever accomplished without enthusiasm.\”

Confident Expectancy
The second psychological quality required to close the sale is an attitude of confident expectancy. You must confidently expect that the person will say yes if you just persist long enough and ask often enough when you ask the prospect to buy. You must constantly expect him or her to buy. For example, you ask expectantly, Would you like the red one or the green one today?

In other words, you don\’t ask, are you going to take one or not? Or is this what you had in mind? Instead, you ask for the sale expectantly. The more confidently you expect to sell, the more likely it is that you will sell.

  • Confidence in selling comes from knowledge.
  • It comes from practice.
  • It comes from experience.
  • It comes from believing that your product will do what you say it will do.
  • You demonstrate this conviction when you confidently expect the prospect to buy.