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The First Priority of Selling: MAKING THE SALE

February 28, 2015

In Grant Cardone’s book, Sell Or Be Sold, he makes a point about the selling process. There isn’t a process that transpires during any given day that “selling” isn’t taking place. If you’re not selling, you’re not closing. And if someone tells you, “Let me think about it” or “I can’t afford it” and you believe it, then you’ve just be sold a turkey in a poke. If you’re not selling, YOU’RE BEING SOLD!

When it comes to the job of selling, many miss the mark of what the first priority is… and that is to CLOSE THE SALE. Ask for the sale, make the sale, but close it and don’t let the money walk away from you.

That’s your job. If you let the money get away from you, then you’re going to court financial disaster.

The fundamental element about selling is knowing your job as a sales professional. What is your job? Your job is to sell.

Some people would call themselves “closers” because they actually make the sales more often than sales people.

Most people are not clear about what their job is as sales professionals. And here some of the ways theyre not clear:

FIRST: Moral Ambiguity About Selling

One is moral ambiguity. Some people feel that their right TO SELL is limited. They also feel that their right TO CLOSE is even more limited. For some reason they feel they should only push this person “just so far” and no further. They have some sense of ambiguity about how much they deserve to make from selling.

Take for instance a guy who makes only $4,000 a month in commissions because his dad didn’t do any more than that. In his head, he’s got this “mental tape” playing in his subconscious that says he’s only worth $4,000 a month.

If it was the 31st of the month and he hadnt sold anything to make $4,000 by midnight on the last day of the month, he would manage to sell JUST ENOUGH to make that $4,000 and then he would be good on his quota.

If he sold something on the first day of the month and made $4,000, what happened for the rest of the month? Well, he would “coast” because he’s already made his quota. If he ran into an opportunity to make another $4,000 before the end of the month, he wouldn’t take it because he has some limiting beliefs that he’s not worth $8,000 a month… or more.

If he has a major financial emergency like a car wreck or a tragic illness in his family, he’s toast! He wouldn’t have any way of digging out of the hole.

Theres a lot of that kind of thinking going on in peoples heads you know. Zig Ziglar called it “stinkin’ thinkin'”.

SECOND: Having Mixed Agendas About Selling

Willy Loman, the main character in Death of Salesman, had a lot of mixed agendas in his life and caused him nothing but pain and financial ruin. Before the end of the book, he took his own life in a car accident that he, himself had caused.

Willy Loman just wanted to be liked but was afraid of doing things that were necessary to make people like him. He wasn’t a good salesman, and because of his vacillation, would cause people to dislike him. He was afraid of “pushing” his customers and prospect too hard hard to buy from him. He eventually got fired over it shortly before he took his life in a fit of despair.

I know this sounds depressing as hell, but maybe you should read the book sometime to know what you SHOULD NOT do in your career as a sales pro.

THIRD: Some Sales People Carry a Sense of Entitlement

You’ll hear them say I shouldnt have to sell it should sell itself.

Some hold false beliefs about customers… Ill present all the information and you should have a right to make a decision about whether or not youre going to buy.

FOURTH: The REAL Job of Selling

Most people dont understand what the job of selling is all about. The #1 job of selling is to MAKE A SALE. Thats it. If you’re not making sales, then you’re just spinning your wheels and “talking to the hand”… or worse, pissing up a broomstick.

Any media that is utilized is to make a sale. Whether it’s YouTube videos, a written sales letter, a web site, a “Special Report” or whatever you choose to use… it’s job is to MAKE THE SALE. If you don’t CLOSE THE SALE, then you’re just farting in the wind!

The real job of selling is not “to respect the customers right to make their own opinion.” Thats not in the job description. And you cant cash a check with “customer’s rights” to make up their own mind. Your job is to educate them on the BENEFITS of whatever you’re selling and “what’s in it for them.”

You cannot come into your sales managers office whining and say, I didnt sell anything this week. But I was really respectful of everybodys right to analyze information and come to their own conclusions about whether or not they should buy. So write me out a commission check.


Thats not how sales people get paid. We get paid for one thing and one thing only: MAKING A SALE.

Thats our job, however were doing it, and in whatever environment were doing it…

All that of course…

But the end of all the sales process is to… MAKE THE SALE!

Back when I was selling Amway in the 80’s, I sold everything I could get my hands on. As long as it turned an honest profit, I would sell it. I had an inventory of stainless steel cookware — pots and pans — that sold for over $2,000 back in the 80’s. Everybody thought it was terribly expensive, and it was. But it was also guaranteed for life, and still is.

The lifetime warranty couldn’t be beat by any other manufacturer in the business.

While I didn’t have to go “door to door” to sell my pots and pans, I still had to SELL. I had “dinner parties” where I would put on a meal and invite friends over — as long as they brought a guest. They couldn’t come alone. When they smelled the pot roast and vegetables cooking, and the bread baking in the oven, their appetites would go wild.

We would sit down to a sumptuous meal, along with PLENTY of delicious wine, and before the evening was over, I had sold over 10 new sets of pots and pans to my guests… sometimes more. Sometimes they would buy an extra set for a gift.

One of the things I learned early in my sales career was a quote by Zig Ziglar, back when he was a hardcore sales trainer. He was in the same business of selling pots and pans, but he was going door to door selling $800 sets of pots and pans in the 1960s. By the time the 80’s rolled around, the price of a nice set of stainless steel cookware had almost tripled.

I’ll never forget what he said, though: his quote was, Ive got their pots and pans out in my car. They have my money in their kitchen drawer and I aint leaving until I make the exchange.

That was clarity about the Number #1 Job of Selling.

Make the SALE.


I never forgot that during my time of selling pots and pans with Amway.

I don’t sell Amway anymore, but the same principle and mindset is my driving force: Thats MY money in YOUR pocket. The minute the sales event started, however it started, I came into your room, you came into my room, you called me on the phone, or I called you — at that very moment, your money became MY MONEY. Now its my job not to let you steal it from me by not buying my product or service.

This is the same principle I hold when a client or prospect calls me for consulting about their marketing campaigns. This is the same principle I hold when an affiliate comes to me for training and mentoring. My time is worth something, and I’ve put a price tag on it. You either pay for it, or you don’t get my time. My time is my commodity.

This is where you need to be in YOUR mindset when it comes to selling.

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