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The Lost Art of Closing: Winning the Ten Commitments That Drive Sales Kindle Edition

by Anthony Iannarino (Author) Format: Kindle Edition

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“Always be closing!” —Glengarry Glen Ross, 1992
“Never Be Closing!” —a sales book title, 2014
“?????” —salespeople everywhere, 2017

For decades, sales managers, coaches, and authors talked about closing as the most essential, most difficult phase of selling. They invented pushy tricks for the final ask, from the “take delivery” close to the “now or never” close.

But these tactics often alienated customers, leading to fads for the “soft” close or even abandoning the idea of closing altogether. It sounded great in theory, but the results were often mixed or poor. That left a generation of salespeople wondering how they should think about closing, and what strategies would lead to the best possible outcomes.

Anthony Iannarino has a different approach geared to the new technological and social realities of our time. In The Lost Art of Closing, he proves that the final commitment can actually be one of the easiest parts of the sales process—if you’ve set it up properly with other commitments that have to happen long before the close. The key is to lead customers through a series of necessary steps designed to prevent a purchase stall.

Iannarino addressed this in a chapter of The Only Sales Guide You’ll Ever Need—which he thought would be his only book about selling. But he discovered so much hunger for guidance about closing that he’s back with a new book full of proven tactics and useful examples. The Lost Art of Closing will help you win customer commitment at ten essential points along the purchase journey. For instance, you’ll discover how to:

· Compete on value, not price, by securing a Commitment to Invest early in the process.

· Ask for a Commitment to Build Consensus within the client’s organization, ensuring that your solution has early buy-in from all stakeholders.

· Prevent the possibility of the sale falling through at the last minute by proactively securing a Commitment to Resolve Concerns.

The Lost Art of Closing will forever change the way you think about closing, and your clients will appreciate your ability to help them achieve real change and real results.\

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August 8, 2017
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Editorial Reviews

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"In the footsteps of greats like Brian Tracy, Zig Ziglar, Jim Rohn, and Tom Hopkins, Iannarino has delivered a masterpiece for our age and a classic that will teach generations to come to achieve greatness."
—JEB BLOUNT, author of Fanatical Prospecting and Sales EQ

"The Lost Art of Closing belongs on the shelf of every sales professional in every industry."
—DANIEL H. PINK, author of To Sell Is Human and Drive

“Iannarino blows apart the long-held beliefs about what it means to close by showing you that closing happens at each step of the sale. This is a book you’ll not just read but one you’ll be using to rebuild your sales process.”
—MARK HUNTER, “The Sales Hunter,” author of High-Profit Prospecting

"This is the best content I've read on closing. My number one go-to sales guru Anthony Iannarino shows sellers exactly how to gain the commitments they need at each stage of the sales process... with language they can actually use to advance sales opportunities."
—MIKE WEINBERG, author of New Sales. Simplified. and Sales Management. Simplified.

"What you have been taught about closing is no longer going to help you win deals. You need to think and act differently. The ten commitments explained in THe Lost Art of Closing are necessary and will provide you with a blueprint for winning your dream clients now."
—ALICE HEIMAN, sales strategist

"Too often your focus as a salespeerson is on 'getting the order'. In the process, you forget to guide the customer on their buying journey, derailing yourself and eroding the value you create for them. The Lost Art of Closing is an indispensable roadmap for using commitments to stay on that journey with the customer, keeping you and your client in lockstep through a successful close."
—DAVID A. BROCK, author of Sales Manager Survival Guide

About the Author

Anthony Iannarino is the bestselling author of The Only Sales Guide You'll Ever Need and the founder of The Sales Blog, which draws more than 50,000 readers every month. He leads a high-performing sales team, speaks to sales organizations nationwide, and teaches part time at the Capital University's Capital School of Management and Leadership. He lives with his family in Westerville, Ohio.

Excerpt. © Reprinted by permission. All rights reserved.

Chapter 1

A New Philosophy of Commitment Gaining

To sell effectively, you need a philosophy. Not the academic kind of philosophy that they teach in universities. You need a practical philosophy, like the Greeks practiced. The Greeks didn't just argue about philosophy in theory. They practiced philosophy.

If you were an Epicurean, you ate and drank because that was what a good life was made up of: pleasure. If you were a Stoic (a very popular idea now, by the way), you endured the hardships of life without complaint. Philosophy was about living in a way that was in line with what you believed. A philosophy should guide how you sell too.

Here's my philosophy, and it is a major thread that runs throughout this book: Selling isn't something you do to someone. It is something you do for someone and with someone.

If you want to be a consultative salesperson and a trusted advisor, this is the starting point in earning that moniker.

Caveat Emptor

Caveat emptor is Latin for "let the buyer beware," a general philosophy of sales dating to the time that people first started trading. It emphasizes the buyer's responsibility to protect himself from the merchant (read: salesperson). If you struck a bad deal, then it was your fault. You should have known better. How could you have let yourself get duped when you knew that merchants were always trying to put one over on you? Caveat emptor was a necessary philosophy because, for most of human history, selling was something that one person did to another. To this day, we still use the expression "you sold them." You "sold them" on your ideas or your product. Taking advantage of the rubes, you "sold them a bill of goods," parting them from their money without delivering the promised value. The idea of caveat emptor made it clear that the seller was acting for his own gain or for his company's benefit, or both. There was little indication that any selling was done for the benefit of the buyer.

Fortunately, times have changed. Because your clients have so many choices available to them, and because word of mouth has been amplified by the Internet and social media, caveat venditor is a more apt philosophy today. Caveat venditor means "let the seller beware." This is a good change, as it has suppressed a lot of bad sales behaviors. Now if a seller takes advantage of you, you can share your unhappy experience with your friends, family, and countless strangers on social media and various review sites. For today's sellers, the potential penalty for being self-oriented, manipulative, unfair, or deceitful is too high. One sale isn't worth the loss of countless future sales-something good sales organizations and salespeople have always known.

In truth, most salespeople don't want to take advantage of other people. Most people don't want to perform work that makes them feel bad about themselves or would make them guilty of harming others. And they don't have to. Sales can be a very rewarding career because, properly done, it requires that you help people get results they couldn't have achieved without you. And by doing so, you can develop deep, lasting, valuable relationships. Thus, selling isn't something you do to someone. Instead, you work with your clients, using your resourcefulness and initiative to create opportunities or possibilities for better outcomes. At your very best, you and your clients become strategic partners. You become your client's trusted advisor, a title you must earn and re-earn by consistently offering sound advice, by knowing and communicating what needs to happen for your client to produce better results.

The Right Mindset

How do you learn to embrace caveat venditor? Not to do it simply because that's what's currently being done in sales, but to really take it to heart? You start by developing the right mindset. Indeed, your mindset is one of the major determining factors of your success. The right mindset makes commitment gaining easier because your underlying beliefs are healthy and empowering. The six key components of the right mindset are confidence, caring, persistence, speaking from the client's mind, embracing concerns, and realizing it's not about you.

Confidence

Confidence-in yourself as well as in what you're selling-allows you to act with your customer's best interests at heart. Confidence permits you to ask a prospective client for the commitment to take the next step. It comes from the belief that you can and will make a difference for that client, and you will be able to deliver the outcomes they need. If you don't embrace these beliefs, your lack of confidence will show and will prevent you from gaining commitments.

Naturally, you won't feel confident that you'll make a positive difference for your client unless you believe in your product, service, or solution. If you aren't 100 percent sure about what you sell, your prospective client will sense the incongruity between what you say and what she sees. You may come across as being inauthentic, or seem like you aren't telling the truth or aren't sure about what you're saying. In short, if you don't really believe that your product is so great that your prospects must commit to the next step in the process, neither will they.

Let's take a quick look at what causes you to lose confidence and how you maintain it. Confidence in your product, service, solution, and company doesn't come from believing that your clients will never have problems. Instead, it comes from your understanding that no company delivers exceptional results without being able to effectively deal with the day-to-day challenges of executing. Even more important to maintaining your confidence is your belief that you are going to make a difference for your clients, and that you will be there to make sure they are taken care of when they have the inevitable challenges that come with real change initiatives.

Caring

Caring is the root of trust, and trust is the foundation of all relationships-including commercial relationships. Caring is what makes you other-oriented instead of self-oriented. This isn't the soft stuff in business; it's the hard stuff. All things being equal, relationships win. All things being unequal, relationships still win. Your job in sales is to make all things unequal by creating relationships of value. That means more than liking your client or having a personal relationship, even though both of these are extremely helpful in creating a preference for you, your company, and your solution. "Relationships of value" means that you create value for your clients as someone who provides ideas and advice-and who also ensures that the outcomes they sell are delivered.

You make selling more difficult when you are focused on "making the sale." That outcome is about what you want and what you'll receive for having won the deal. That inward focus prevents you from being effective in selling.

When you care about helping other people generate the results that they can't generate without you, your outward focus is part of what creates a preference and makes you easier to buy from. When your focus is on helping your dream clients make the changes that they need to make, gaining the commitments necessary to move forward-and eventually the commitment to buy from you-becomes natural and easy.

This is a mindset shift for most salespeople. Too often, they focus on booking appointments with potential clients that they can report to the sales manager when asked. You could instead focus on sharing information and ideas that would help prospective clients understand why they need to change now. Too often, salespeople focus on "pushing" their product or service rather than engaging with the prospective client in producing better results through change. Too often, they focus on winning deals. But what if, instead, you focused on helping the client "win"? Truth be told, their win is your win-in that order.

Persistence

This is a book about commitment gaining in the complex sale. Sales is now all about helping people change, but change isn't easy. You are going to have to be persistent. I mean really, really persistent.

You are going to ask for commitments that your prospective clients will refuse to make. They are going to fear change-even when they know it is necessary. Your dream clients will refuse the commitments that move them closer to the results they need, even when doing so hurts their company. They'll also fail to keep commitments, even though they had every intention of honoring them. Look, if this were easy, you wouldn't need this book.

You are going to have to persist in asking for and gaining the commitments you will need to help your dream clients move from their current state to the better future state available to them. You're going to hear no, and know that you'll have to try again. You are also going to have meetings canceled, voice mails and e-mails unreturned, and prospects who drag their feet through the process. Do not be deterred. As Benjamin Franklin said, "Energy and persistence conquer all things."

Speaking from the Client's Mind

Great salespeople make great language choices. They have the right words for each situation, words that can work a kind of magic. That's why sales is more of an art than a science.

Many salespeople eagerly memorize the latest, greatest "selling words" and "selling phrases," convinced that having these on the tip of the tongue is the key to success. This means they're thinking of language as a tool to be mastered and used to hammer home sales, rather than as a means of developing great relationships with potential clients, of encouraging the flow of ideas as you build toward a better future.

It is certainly important to be well versed in the words and phrases used by potential clients when speaking of the technical aspects of their business. But it is just as important to keep your mind focused on the client's needs, challenges, and goals when communicating with him. Before speaking up, take a moment to think of the client's challenges and goals. Mentally make them your own, then speak. Now that you are speaking, in a sense, "from your client's mind," you will naturally communicate your desire to help him succeed. The actual words you use are less important than communicating this desire.

There's no set formula for selecting the right words, but here's a rule of thumb: If the language you use makes you feel bad about yourself, if it feels tricky or coercive in any way, you're not speaking from your client's mind. You're speaking from your own desire to win the sale. When you are self-oriented, your intentions and your words betray you.

I am not saying that working your way through the sales process won't sometimes make some of your prospective clients uncomfortable. No doubt they will sometimes have to face unpleasant facts. And you will likely have to present this unhappy data to get them to realize that it is time to make a major change. But when you fix your mind on helping your client before you speak, your words will be much more powerful.

You acquire good language choices in a couple of different ways. Sometimes you are lucky enough to work with a peer or manager who happens to have an excellent command of language, because he or she speaks from the client's mind. You can learn a lot by considering carefully what you hear and by practicing thinking in such a way that similar language flows easily from your lips. In fact, if people on your team make great language choices, ask to join them on sales calls so you can absorb not just the words they use, but the mindset they adopt to produce those words.

The nice thing about the dynamic human interaction that is a sales call is that, if you listen well, you can receive immediate feedback as to whether what you are doing is working. You can literally see the impact it is making, good or bad, in real time. You can use that real-time feedback to make adjustments as you strive to develop the right communication mindset.

Embracing Concerns

The very act of asking for commitments means that you are going to hear the word "no" more often than you would like. That's why "overcoming objections" is one of the major skills salespeople have long been taught. That language hasn't really kept up with the evolution of sales. A healthier and more accurate description of what successful salespeople do is "embrace and resolve concerns."

An objection is a disagreement; it's a negative thing we want to avoid. Just thinking of the word "objection" when a prospect expresses concerns can make you feel as if you have to "win" the conversation. When that happens, you might perceive your dream client's expression of a very real concern as a challenge, a battle of wills. By changing your perception, by seeing an "objection" as a real concern worth addressing, you can change your mindset and change your approach. You can be curious and work to understand the source of that objection.

As you will learn later in this book, your prospective clients often fear the wrong danger. If you don't, can't, or won't embrace and address their concerns and fears, they are justified in resisting moving forward. Why would you ever agree to something that you don't feel is in your best interest? Why, then, should you ever expect your clients to?

Helping your prospective clients deal with their fears, real or imagined, is how salespeople help their clients change. This change is what is always necessary for producing greater results. If your dream clients could get the results they need without doing something different, they'd already be producing those results.

Salespeople struggle when they don't know how to respond when their prospective client says no. Don't struggle: Embrace and resolve.

Realizing It's Not About You

The better you understand your prospective client's point of view, desires, and needs, the more effectively you can help them reach their goals and the more trust you can build in your relationship. Conversely, if you don't know what they're struggling to achieve, if you don't understand their point of view, how can you know what to offer them? And why should they believe anything you have to say, or even agree to a meeting in the first place? To be an effective salesperson, you need to look at the world through your client's eyes, to adopt their perspective.

Make no mistake about it: Being other-oriented is a powerful mindset, for we are naturally self-oriented beings. But this skill can be developed. You can learn to take the perspective of "other" and look at things through your dream client's eyes. Begin by asking yourself:

If you were your dream client, what might you be struggling to achieve?

Product details

ASIN ‏ : ‎ B01MSVZGTL
Publisher ‏ : ‎ Portfolio (August 8, 2017)
Publication date ‏ : ‎ August 8, 2017
Language ‏ : ‎ English
File size ‏ : ‎ 1179 KB
Text-to-Speech ‏ : ‎ Enabled
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Enabled
Word Wise ‏ : ‎ Enabled
Sticky notes ‏ : ‎ On Kindle Scribe
Print length ‏ : ‎ 238 pages

Best Sellers Rank: #316,090 in Kindle Store (See Top 100 in Kindle Store)
- #89 in Sales & Selling Management
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- #1,185 in Sales & Selling (Books)

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Anthony Iannarino

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Anthony Iannarino is a bestselling author and internationally recognized speaker on sales, success, personal development, leadership, and entrepreneurship. Anthony’s 3 privately held staffing firms generate annual revenues of $50M. These firms serve some of the most well-recognized brands in the United States.

Anthony speaks to and provides transformational workshops to sales organizations throughout the world. His blog (www.thesalesblog.com) is read by 60,000 people each month, and his Sunday newsletter reaches 80,000 people. Anthony has continually been named one of the 25 most influential people in the world in sales and marketing.

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James Muir

Commitment to Excellence

Reviewed in the United States on August 9, 2017

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As an author of a bestselling book on closing myself, I eagerly anticipated Anthony Iannarino's new title The Lost Art of Closing: Winning the Ten Commitments That Drive Sales. Let me cut to the chase - this book is brilliant. Anthony Iannarino manages to accomplish the impossible by clearly defining a set of micro-commitments that are necessary to successfully close the sale - that apply to every type of sale.

This is no small achievement. There are many different types of sales: B2B, B2C, complex, single-call, etc. Offering solid advice that works for every type of sale - let alone a very specific and prescriptive formula - is an extremely challenging task. Here Anthony's years of experience of writing daily for his blog (The Sales Blog) which serves a wide audience probably makes him the only person who could have written this book.

The Lost Art of Closing refines the concept of "Sales Advances" as defined by Niel Rackham in his seminal work SPIN Selling and categorizes the types of micro-commitments necessary for the culmination of a successful sale. It really goes beyond this in fact, by suggesting a logical sequence to these commitments - again that apply to every type of sale. This framework is a massive benefit to sellers of all kinds.

Right out of the shoot the book addresses the number one challenge that salespeople tend to have - fear and reluctance - by offering what will be a paradigm-shifting philosophy for most readers. And that is that sales is service. Now that's my term, not his. Anthony describes it this way: "Selling isn’t something you do to someone. It is something you do for someone and with someone." Customers are seeking a positive change of some kind and helping them make the micro-commitments necessary to achieve that positive change is an act of service. There is no reason to fear or hesitate when you are helping and in the service of others.

Yet change - even positive change for the better - can be hard. So Anthony invests time in outlining a process that helps facilitate the positive change that customers want in their lives. In fact, one could argue that sales is more about helping customers navigate change than anything else, and Anthony addresses this in a most excellent fashion.

Here are the ten commitments that drive sales:

1. The Commitment for Time
2. The Commitment to Explore
3. The Commitment to Change
4. The Commitment to Collaborate
5. The Commitment to Build Consensus
6. The Commitment to Invest
7. The Commitment to Review
8. The Commitment to Resolve Concerns
9. The Commitment to Decide
10. The Commitment to Execute

Anthony devotes a chapter to each of these commitments. The format he follows for each one is immanently practical an in a style that only Anthony can do.

Each chapter offers discussion, philosophy and specific advice for the most common challenges in each area. Specific phraseology and sample vignettes are given for each commitment. Every chapter is very prescriptive and something that every sales professional will be able to comfortably adapt to their own style. I very much applaud this formula for both its structure and economy because I know how much it is desired and needed by sales professionals seeking to improve their game.

I've seen a couple of comments suggesting that The Lost Art of Closing applies only to complex sales. I completely disagree with this. Even within a single-call close all of these elements still take place - albeit much faster. Dissect your calls and you'll discover that they are all there. And in that regard Anthony's formula represents an excellent way to analyze and refine the sequence and cadence of your dialog. Investing the time to do so will pay you handsomely. You may even discover that you were missing a step that has been holding you back.

The Lost Art of Closing is simply a fantastic reference and tool for every salesperson new or experienced. I guarantee even the most seasoned veteran will find a way to improve in each of the commitment areas. My first time through the book I found myself saying "Wow, I'm going to read that again." Given that I read over 100 books a year (most of which are on sales) that's quite an accomplishment. And, Iannarino accomplishes this in an economy of words that is simply amazing. The style is outstanding and the book clips right along and pulls you through it. This book simply hits the bulls-eye. Tactical, specific and applicable advice in a minimum amount of words. All in an area that every sales professional can find value. I defy any sales professional to walk away from this book without becoming a better version of who they are.

Bang for the buck, books are the most valuable resource ever. And The Lost Art of Closing is among the best of the best ever. It's easily my favorite title of 2018 and I recommend The Lost Art of Closing to sales professionals both new and old. I give it my highest recommendation. Read it today. You'll be glad you did!

28 people found this helpful

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Kelly

The pre-proposal review has been a game changer for our sales team.

Reviewed in the United States on July 5, 2018

Verified Purchase

I read this book over a weekend, and immediately ordered copies for my sales team. We are in B2B sales, and I can attest, there is no better field guide for navigating the complex, non-linear nature of B2B consultative sales than The Lost Art of Closing. I read 1-2 sales books per month, and this is one that I revisit and quote the most. It's my go-to for keeping our approach fresh, relevant and always client-centered. You can tell this is written by a person who actively sells today and every day and cares about his clients' success. He shares real-world conversations and examples that are so relatable, you wonder if he was listening in on your last sales call. And, he provides very genuine and client-centered responses to concerns and objections. You'll want to memorize the way he responds. Never salesy, always focused on the clients' best interest while maintaining pride and integrity in your solution and price.

Iannarino's approach to gaining commitments by providing value at every step aligns with our company culture. We've always embraced concepts of helping our clients find a better way, providing education without expectation and helping our clients succeed in creating the kind of impact they want to make in the world. Using these principles he outlines, closing becomes the natural progression of having valuable interactions with your dream clients.

For sales managers: if you want to instill practical and effective ways to help your sellers navigate a complex sale, this provides several pivots that have improved our closing ratio and helped us find more clients that were a great fit for what we offer. The pre-proposal review turns the proposal process into a collaborative, solution-oriented discussion. It gives the prospective client ownership and buy-in on the solution, so that the proposed plan is understood and embraced. Once you've done this, you'll never do the "big pitch and mic drop" again. It has saved many of our plans from falling flat or stalling out. My team calls this step a game-changer.

We also focus on the commitment to gain consensus. Gone are the days that one person alone makes buying decisions in a B2B environment. When salespeople call me and say they want to speak to the "decision-maker," I want to laugh. Even top executives rarely make buying decisions without having their team evaluate the opportunity and make recommendations. We know that our solutions will be reviewed by anywhere from five to a dozen managers and executives. So, you have to be prepared to build the case for multiple perspectives.

This book will show you how to roll in today's business environment, whether you've been selling for a lifetime or are just starting out. Sales managers especially should just 1-click order this and dig in!

4 people found this helpful

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Ross Sudbeck

Great book, highly recommend this one to anyone in sales!

Reviewed in the United States on September 16, 2017

Verified Purchase

This one started for me with a copy from my local library, I got half way through it and had to purchase my own copy, that's how good I found this material to be.
Anthony does a real nice job going through a series of 'commitments' you need to get from the prospect in order to move the sales process along. When I first got the book, I figured it would be about closing at the very end of a sales process, but it starts from the beginning. For example, when you pick up the phone to call a prospect, your goal should essentially be to 'close' them on a commitment for their time to visit them for a initial meeting, another would be to 'close' a prospect on the commitment to collaborate.
I felt that this book, for me, really slowed things down and went in depth on what you should be going for when you are trying to gain the commitments it talks about. Too many times, a prospect picks up, their 'reactionary defense mechanisms' take over, in their mind, they almost feel like you are trying to snag the sale right there, on the spot without any regard for his or hers current situation. This book does an excellent job showing you the steps it's going to take to get to the point of landing the sale where both you and the customer know the decision is the right one, everyone is on board, and value has been exchanged. Going through the different commitments will leave nothing to 'chance' during the sales process and help you not lose out due to deals falling apart 'behind closed doors'

I highly recommend this book to new and veteran sales reps, excellent read!!!!

2 people found this helpful

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Cristian

Ok

Reviewed in Italy on April 28, 2021

Verified Purchase

Ok

André Arcas

Um guia avançado de vendas

Reviewed in Brazil on June 23, 2018

Verified Purchase

Iannarino traz uma nova perspectiva sobre vendas que é muito mais adequada ao século XXI. Mais do que oferecer uma solução que resolve os desafios de seus clientes, um bom vendedor deve ser capaz de promover mudanças — talvez o maior obstáculo para qualquer vendedor.

Ao oferecer insights sobre como fazê-lo através de 10 compromissos, o autor traz luz sobre pontos fundamentais, e muitas vezes esquecidos, para garantir o sucesso de uma venda

One person found this helpful

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Gabriel M.

Pour la prospection, c'est pas le top, or c'est là que commence tout bon closing

Reviewed in France on October 10, 2019

Verified Purchase

Bon livre mais alors pourquoi trois étoiles seulement ? Parce que la partie prospection qui introduit ce livre part du principe que vous vous adressez à des gens qui vont forcément vous prêter attention... Or pour moi la prospection c'est le contact systématique avec tout client potentiel qui n'est pas un early adopter. Autant vous dire que 85% des prospects n'ont pas plus de quelques secondes d'attention à apporter à l'inconnu que je suis lors d'un premier contact téléphonique ! Et sur ce "seul" aspect, le livre perd sa pertinence. Pour le reste du cycle commercial, vous n'êtes plus un inconnu mais un trusted advisor, à partir de là le livre mérite ses étoiles.

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Amazon Customer

Best money in sales books you can spend

Reviewed in Canada on December 25, 2017

Verified Purchase

Best sales book of the few dozen I have read over the years. I think in 10 years people will look back on this book the way we used to look back at Zig Ziglar and Brian Tracy. Both legends in their own right but this is a modern book for sales professionals. I've read it a few times and then got it on audible for the 30 minute commute every day. I can almost recite it and have won many deals as a result of tweaking my process based on the techniques in the book. Amazing work Anthony!

One person found this helpful

Masterchief

The step-by-step guid from open to close!

Reviewed in Germany on January 7, 2019

Verified Purchase

The book is really great, a masterpiece - it guides you through the process and the commitments you have to gain from your prospect. B2B sales is an art but you need a structured approach how to get from A to B, this is what the book is giving you.

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