There's a Combination to Sales

When you're selling a prospect you need to understand that it's similar to a lock combination. There are several digits that you need to get right in order to open the lock. The lock combinations are considerations or objections from the prospect. More consideration really. So, you need to know that. If the prospect tells you they are sold but they still are not buying right then and there (the contract isn't signed and money isn't collected) then you haven't actually nailed all of the combinations and for all intents and purposes - the lock is still locked.

So continue selling all the way through. Keep thinking about why the prospect is even talking with you. What do they need? What problem are they trying to handle? Once you have answered these questions, keep selling them on this until you have handled every consideration and nailed the combo to open the lock and close the deal. See, you may have handled 7 out of 8 considerations the prospect may have but the deal won't close because there is still one left. You need to continue to sell until you handle that remaining point that completes the deal, opens the lock and concludes the sale.

Do not buy the prospects reason for why they haven't bought (budget, timing, delays, other reasons etc) it's none of them. You need to handle the real considerations and once you do, the deal is done. You'll know it when you get there. It's as clear as seeing a lock click and the vault door open.

- Robert Cornish
CEO, Richter10.2 Media Group