1. The closer should remember that he is the leader. He is the person who must take control and lead his customer toward the sale. The closer has to get himself into this frame of mind and demonstrate these qualities when he meets the customer. The closer should not cross over the line and become pushy or arrogant while attempting to convey these qualities.

2. The closer should think of nothing but victory when he meets his customer. He should go into the first meeting knowing he will like the customer, and he will get the sale. (You can inspire yourself to like almost all of your customers if you psyche yourself properly before meeting them.)

3. The closer has to know what direction he is going with his customer, and how to maintain control. The closer shouldn't allow himself to be distracted with irrelevant conversations and petty questions, allowing the customer to knock him off balance.

4. The closer should never have a canned sales pitch. It sounds phony and stupid. His basic sales presentation should have a good foundation, it must be spontaneous, and the closer has to be flexible.

5. When psyching up for a customer the closer should tell himself, “You are going to use everything you've got to make this sale an

d nothing less; nothing less.”

Sam summed it all up by telling me that the closer is programming and controlling his customer from the very first contact until the sale is made. He is literally closing the customer throughout the entire sales presentation, not just during the closing part of his pitch.

This made a lot of sense to me and I never forgot it.

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