4 Habits That Feel Productive and Close Nothing

In our Closing Room sessions I watch sellers confuse efficiency with effectiveness in the same four ways. Every one of them feels like progress, and not one of them moves a deal.

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If you prefer to read - here is the transcript:

When I'm coaching sales reps through their opportunities in our Closing Room process, I see them confuse efficiency for effectiveness in four ways.

1. Blasting out emails and not getting any response, but continuing to send those emails over and over and over again. Sure, it's easy. But is it effective?
2. Calling the same person over and over again. It's comfortable. It's easy. But if that person is not giving you the information you need, or not returning your calls at all, you need to move on to different contacts.
3. Sending proposals when the prospect says they're ready, when you don't have enough information. Yeah, it's easy. It feels like the deal is going to close because we can drop everything, send them the pricing and hope for the best. But if you're not ready and haven't built solid value with an agreed upon return on investment from the customer, then it's not effective to send that proposal.
4. Asking surface level questions. Sometimes we ask these really simple questions. We get the answer we think we want. We get the answer we like, and we don't dig in. Or we get the answer and we assume the customer is thinking the same thing we are, so we don't dig deeper. The simple way to correct that one is to just ask why, or ask what they mean.

Always dig in, no matter how uncomfortable it makes you feel, because it is the effective solution to closing your deals, even if it doesn't always feel like the most efficient.