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“Closer” or “Sales Professional”? Plus Brody Hess Reads a Poem… Oakland Style. Podcast #14
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What is the difference between a “Closer” and a “Sales Professional”?
To myself and my co-hosts… it’s attitude and the degree of selfish intent expressed in the buying (or worse selling) process. People love to buy, but the almost universally ABHOR being sold. At times I get calls from anxious sales people wanting a position with my division and they sound great, with the exception of dropping frequently their description of sales prowess, “… and Paul let me tell you I’m a closer.” “I’m a closer.” “If you are looking for closers… that’s me a closer.” I understand they are trying to tell me that they will bring in business, but it’s not about that solely… it’s about HOW we bring in business.
To us being a “closer” insinuates self. It seems to be a person that will do, say, promise, etc everything and anything to CLOSE the deal to get THEIR desired result. Now, don’t get me wrong… there is nothing wrong with a desire to be successful and to get people involved with yourself and your company. The “closer” term feels like an individual who’s only concern is their bottom line. I am always weary of “closers” as they obviously believe they can sell… but can they get a prospect to actually buy? Being a “Sales Professional” is much different.
A “Sales Professional” is a man or woman who HELPS guide a client to getting the thing they ACTUALLY want. They allow the prospect to buy willingly, lovingly, and excitedly. A “sales professional” doesn’t need dishonesty, manipulation, or outright force to get an agreement. They use tact. They use genuine care and power in their QUESTION based sales approach. They conversationally guide the Home Owner to a decision that is genuinely a win-win. They are detached from the outcome, but firm in their vision and belief that everyone will BUY them and their product. It’s about the client first ALWAYS, and by that truth the “sales professional” will win.. AND WIN BIG.
“Money is a certificate of performance, and it flows to THOSE who solve OTHERS most pressing problems.”
In tandem with these thoughts is the adage, “Anyone can say ‘no’ to a friend.” Have you ever cancelled plans for a big event on your best of friends? How about just outright denying access to a Friday night escapade for a night of lonesome solace? Have you ever denied a financial arrangement to a friend? Of course we have. Being a sales professional does not mean being a “friend”. We want to be able to make a friend quickly, but always keeping the relationship as business battleground with FRIENDLY tact and skill. People will say no to a friend all the time. It’s easy as we know that friends forgive. What we want is to be FRIENDLY, but not become a prospects friend.
I see a lot of sales people pride themselves on rapport, and that is important. But it should be built on expertise as a consultant, with genuine compassion and empathy toward the clients current position and personhood. That level of tolerance and understanding of the prospects personal level of being and understanding in the buying process is FRIENDLY, but there always needs to be an air of “business is being done today.” They need to understand that relationships are so important in business, but friends and business don’t mix. We are a steward of this clients money, and product/service that makes their problems disappear. We are likeable as we put them first, but we are loved by our expertise and dedication to the problem being forever removed from this clients day to day life.
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