Why You Don't Close Part III
(excerpts from "The Closer's Survival Guide")
by Grant Cardone

#6 - Being Reasonable is Not Good in the Close

Being reasonable is an unfortunate human condition that is perpetuated and promoted in our society as a good thing. Most people tend to think that being reasonable (rational) is a good thing but when it comes to 'closing the deal' being 'reasonable' with your customer will cause you to fail in the close! When you become reasonable in the close you become sold on all the 'reasons' people can not do buy your product or service. This is a problem.

At this point you are no longer the closer but rather become he/she who is being closed. Price is too high, payments too high, we don't make decisions the first day, and on and on are just a different version of your sales presentation being reversed onto you! The moment you become 'reasonable' with your prospects 'reasons' for not closing and you fail to close and instead get closed. Much of what your customer is telling you may have validity but the reality is when you are completely convinced (sold) on your product or service you will become unreasonable and not allow your customer's reasonability, stalls, excuses, reactions, objections and complaints to keep you from closing because you are NO LONGER willing to be reasonable!

And this idea of being reasonable is THE thing that will crush you from making your dreams come true and creating the life you want. Every person that has done anything great on this planet had to be UNREASONABLE to some degree. What if Jesus Christ, the Founders of this great country, the Wright Brothers or Bill Gates would have been reasonable? At the point where you start to rationalize and make sense of why you can not have the life you want, or reach your goals or close the deal you will start to fail!

I wrote an article last summer before the economic fallout had started that stated, "as soon as we hit serious economic turmoil you will see this fabricated nonsense of being reasonable become the undoing of millions of people. People have lost the importance of completing tasks and getting things done. People are being convinced to enjoy life rather than create a life they enjoy. Urgency to complete tasks and close deals as a daily habit is missing in our society today. It seems that the individual only approaches something with urgency when his survival is threatened and most of the time it is then too late."

The close requires you to be unreasonable! This is just the last servicing step of several actions involved in selling, not unlike bagging the grass and bringing it out to the street is the last action in mowing a lawn. Until something is completed it is not done! One of the things I work on in my life is to complete actions started and complete them as fast as possible. The more I complete, the more I can complete. The less I complete, the less I seem to complete (which ultimately reduces my desire to start new things).

Salespeople with unclosed deals are punished more than they are aware! Watch someone become less and less ambitious as more and more deals don't close. Watch them quickly become lethargic, despondent, critical, negative and hopeless.

Get in the habit of approaching everything with a sense of completion and urgency to complete and close. Never be reasonable with time! This discipline is critical to mounting up sale after sale and one that is understood by true professional closers. How do you manage time? Complete every action once started, do it as fast as possible, and then go on to another task. It's the same with closing deals. Don't put off closing and don't be reasonable with all the reasons not to close! Remember successful people are unreasonable and unsuccessful people have every reason not to be!