Myths about Selling: Sellers Close Sales

One of the most prevalent myths about selling is that sellers close sales. It’s simply not true.

The buyer closes all deals.  

The biggest myth that we have perpetuated is that we sales folks close deals. That’s why there are apparently different types of salespeople – the hunters, the closers, etc.

I am here to tell you get that notion out of your mind.

Hunting a customer is really a bad metaphor. It’s time we got rid of these war/hunting/overly aggressive jargons.

As David Ogilvy, the Adman, wrote in his seminal book – Ogilvy on Advertising – “The customer is not a moron, she is your wife!” Of course, he was talking about mass advertising – primarily B2C products, but you get the drift.

The customer who buys from you knows about her own needs better than you do. She has access to experts with knowledge potentially greater than yours, and she is capable of making decisions that are right for her and her company. She is smart enough to know that the outcome, not the product, matters.

Only if your product meets all her concerns and needs… and only if she is certain of your ability for long- term support will a deal close.

More myths about selling and closing: there’s only one signature on the P.O.

Also, keep in mind that the final signature is not just “a signature” on the P.O. What is not visible to us are the numerous signatures that back that single signature affixed by the head of procurement. There are many smart humans who meet, learn (yes, they do learn! But that’s different from our version of ‘educating the customer’), evaluate multiple vendors and deals before coming to the conclusion that is best for them.

And our interest lies in what is best for them even if it means a competitor gets the business.

No matter what you have been told, we salespeople never close a deal. Every single deal in history has been closed by the buyer. If the buyer didn’t sign, there was no deal.