Today, we dive into the biggest mistakes salespeople make when closing and the three simple fixes to turn things around. Joining us on the latest episode of CBT Now to share his perspective is Sean Gardner, Instructor and Sales Trainer at the Joe Verde Group.
According to Gardner, the three core mistakes that often hinder salespeople from closing deals can be identified with these simple fixes:
Mistake 1:
- Giving up too soon – Salespeople often give up on customers before fully exploring their objections. Gardner stresses the importance of not quitting too early and believing that every customer is ready to buy, stating that belief is key: salespeople must believe in their abilities and trust that customers who walk into the dealership are likely ready to buy. He also revealed that 85% of customers have already decided to purchase a vehicle before leaving their homes.
Mistake 2:
- Lack of confidence – Gardner emphasizes that confidence is more important than competence in the sales process. He notes that salespeople need to believe in themselves, their product, and their ability to close the deal. He shared advice from his early career: “Fake it until you make it.” Gardner believes showing confidence is vital for success, even when you don’t have it. Confidence is crucial, not just in presentations but also in negotiations and closing.
Mistake 3:
- Limited closing techniques – Many salespeople rely on a single close, which limits their success. Gardner stressed the importance of having a variety of closing strategies, explaining that 80% of sales are made after the fifth attempt. Having multiple closes at the ready increases the chances of sealing the deal.
Nevertheless, according to Gardner’s “simple fixes,” it is evident that success hinges on belief, confidence, and the right tools. By committing to these principles, salespeople can close more deals, achieve sales targets, and increase their income- regardless of the market.
"85% of customers have already decided to buy before leaving their house. So, when they walk onto your lot, they’re already ready to make a purchase — it’s just about helping them realize it." – Sean Gardner.
