The personal closure trap

Disciplines > Sales > Sales articles > The personal closure trap

Description

Whatever you do in selling, be careful about your own personal perception of the sale.

A trap into which many sales people fall is the 'personal closure' trap, where they themselves cognitively close on the deal before the customer closes, believing that they sale is done and that the customer is in the bag.

The smart customer will take advantage of this, keeping you dangling and slavering as they demand 'one more' reduction in price or several extra additions.

Example

A car salesperson gets so excited about the deal that they emotionally close themselves. The potential buyer then backs off a deal, leaving the sales person emotionally fragile and in desperate need of completing the closure. The buyer casually says 'So that's an extra 10% off'. The sales person agrees. The buyer adds 'and with alloy wheels, of course'. The sales person desperately agrees...

Discussion

A good practice when selling is to emotionally lead the customer, going where you want them to go. Once you have set up rapport, this can be used to lead them into a state of closure. However, if you go into closure and they do not follow, then you may find your own need to complete the deal leads you to giving away too much.

See also

Closure principle, Closing techniques