Salespeople need to sell, that much is certain. In business nothing much happens until somebody sells something. That’s one reason I have so much respect for professional salespeople, they are the engine that drives much of a company’s success.

Please note that I said I have much respect for PROFESSIONAL salespeople. The hacks out there who will do anything to separate a prospect from their money… not so much. 

If you’ve been is sales for any length of time you’ve likely heard the old axiom known as ABC or  “Always be closing.” That little sentiment has ruined many sales careers. I have a better one, it not only lengthens sales careers it tends to make them highly profitable as well. 

Here’s mine: NBC or NEVER be closing. That’s right, NEVER! In case you’re confused let me repeat that in a more succinct way… NEVER close a sale, never, never, never!

Salespeople who live with a goal of closing a sale, or closing business or closing a deal are looking at the sales process exactly the opposite of how their prospect looks at the buying process. 

Limited salespeople believe that when the prospect says yes the deal is done. The prospect believes that when they say yes the deal, and the relationship, is just beginning. 

The term “closing” is one of the most negative and limiting words in sales. It says something is over, done with, and it’s time to move on. If you’re purely a transactional salespeople who will never need or want a repeat customer then go ahead and close. 

If you’re a sales professional who wants a long-term career in sales, with lots of returning customers and golden referrals then don’t think of “closing” the sale. Think instead of “earning” the customer’s business and opening a new, mutually beneficial relationship. I absolutely want you to ask for the order but only after you’ve earned the right. You earn the right to ask for the order by determining how your product or service can help your prospect and then presenting a solution that makes sense to them.

That change in mindset will change the way you sell. It will change the way your prospect looks at you. It will change your outlook on what you do for a living. You’ll no longer have a sales “job” you’ll have a career in sales. 

You’ll no longer simply be chasing the deal, you’ll be searching for solutions that will help your prospects and customers reach their goals. You’ll enjoy what you do for a living far more than your “closing” colleagues.

Oh and one more thing… you’ll sell more and if you’re compensated on your results you’ll earn more money too!