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CLOSING THE SALE

phase of the sales cycle, there are distinct and recognizable shifts in buyer behavior that let you know you’ve arrived.

Not surprisingly, these shifts in client behavior will likely require you to respond in kind. The way you choose to respond in this critical selling stage will often be the difference between success and failure.

If you think of a sales cycle as you would a courtship, it may give you a clearer sense of what to expect: In the early stage of dating, it’s quite common to meet and interact with many people. The attention is often not exclusive and is typically centered on some objective criteria that might help you prioritize what you find appealing in a partner—appearance, employment status, interests, etc.—and assist you in narrowing the field of potential partners from many to a few.

By contrast, in the later stages of courtship, the emphasis shifts from basic attributes (requirements) to more subjective criteria, to ensure that the right partner is selected and is capable of upholding the commitments made—serving to narrow the few to “the one.”