Effective closers understand the value of securing smaller commitments on the way to consummating larger transactions. (Photo: iStock)

Most top performers in sales are good closers. But, instead of just focusing on “doing deals,” effective closers are keenly aware of the importance of securing smaller commitments on the way to consummating larger transactions.

Closing ‘deals’ in sales is easy if the customer has an immanent need, and they recognize the value of your product or service, and you’ve successfully differentiated your offering to the point where the customer believes their return on investment far exceeds the cost. What’s not to like? At that point, all the salesperson has to do is place an order form in front of the customer and say, “Press hard, five copies.”

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