What's a Closer?
As much as I enjoy the dramatic film Glengarry Glen Ross, I know that it is merely a movie. Not reality. It depicts a despotic systemically corrupt sales organization ruled by tyrants and thieves. The reps are beaten down and desperate. They feel compelled to say and do anything to close a deal. Or they simply enjoy the hunt, are blinded by greed, and without conscience. In other words, sociopathic personalities.
This movie is to sales what Full Metal Jacket is to the military. An extreme stereotype that is entertaining in that it is so far from the more mundane real world.
In my opinion the GGR characters are not sales reps, they are con artists and crooks. No self-respecting sales professional would act that way or allow themselves to be treated that way. They would simply walk and find a better job.
Closing to these miscreants is “getting them to sign on the line that is dotted.” And management can care less how they get it done. They have no reputation worth protecting and as long as the letter of the law is followed then it’s OK with them if some unsuspecting “chump” gets screwed.
Closing in this context is:
And so on
Is this how you want to build your company? Or spend your life?
A sales professional views closing as:
The natural outcome of a well engineered and executed sales process that is not stressful or contrived.
Insisting on decisions – yes or no – after they have first earned the right by doing an excellent presentation.
Assisting prospects to discover courses of action that serve their best interests.
Finding win-win solutions.
Helping prospects overcome procrastination, over analysis, and fear of change.
Educating prospects by sharing experience and expertise.
The main focus should be on serving the prospect. Professional reps prefer it this way and great companies insist on it. Long-term success is built on this principal, striving for happy, loyal customers that enthusiastically provide testimonials and referrals. If that is your mission then here is a way to phrase it:
Focus on your mission, not on your co-mission.