Not all salespeople will agree, but I believe that the close is the most important part of selling. Sure, if you don't have a good product, or if you don't make a good presentation, you won't get the job. But aren't there competitors in your market with poor products and sloppy work getting jobs you want?

Of course there are. And they do it by closing well.

Closing Intimidation Many of you are good at making the presentation, but you get scared when it's time to close. Why? If you genuinely feel your products and services would benefit your prospect, you do that person a disservice by failing to close the deal.

Professional salespeople believe that if you give your prospect enough information, he or she will be able to make a decision. That decision can be a “yes” or a “no.” It's your job to get the decision. Getting a “no” is hard. The prospect will likely give you excuses that substitute for “no.” Certainly you want “yes,” but at least if you get a “no” it's clear where you stand. Many salespeople who are “one-call closers” spend a lot of time presenting and then give the prospect just one chance to buy. Though some of you are uncomfortable with this tactic, those salespeople often have more customers.

How to Close Here's the best way to close. Do it after, and only after, you've made a presentation on your product and company and you have the appropriate answers to the following questions.

First: “Don't you think you'll love this product?” Don't ask them if they think they're going to like it. With the price you're going to ask them to pay, they're going to need to feel the love.

Second: “Do you have any concerns about our company's ability to deliver this product at the level of quality you expect?”

Only after these two questions are answered should you tell them the price, hand them a pen, and show them where to sign. Don't be afraid — homeowners always get the better end of the deal. The commission I make doesn't last nearly as long as the product they got from me. —Phil Rea has conducted more than 13,200 in-home sales calls and trained more than 1,750 salespeople. He shares his sales strategies each month with salespeople across the country through his MasterMind Program. For more information, call 866.441.7445.