Hard Closing Still Works, But There's a Price to Pay

Many salespeople live in fear of the "hard sell." They don't want to be the guy that hammers prospects into the sale, that manipulates them to achieve an order, that puts the salesperson's needs over the prospect's. They like to put themselves above that. Sometimes they're so hyper-sensitive to it that they avoid simple and respectful assertive behavior that sales trainers like me teach them (as simple as asking the prospect for their business, for example).

But hard selling still works. It's just a question of if you want to go there or not. There is a price to pay for using hardsell tactics, and that price is often paid on both ends of the equation: the buyer and the seller. 

The price of the hardsell on the customer side can be manifested in increased cancellations of orders, negative word-of-mouth, an end to future opportunities for sales to the prospect, and more challenging relationships with prospects and customers.

The price of the hardsell on the salesperson is the possibility for increased anxiety, feelings of guilt, or sales aggressiveness that grows out of control, especially when working in a company that uses competition between reps as the key motivation tool. Few hardsell salespeople would want their wives, partners, parents, boyfriends, or children dealt with in a hardsell manner, so internal conflict can arise when the salesperson treats their daily prospects in this same way. On the other hand, some people in sales don't care about anybody else, so these people are ideal for the hardsell environment (but please, keep them away from me).

Selling, in the most simplistic view, is achieving the agreement of the customer to purchase a product or service in exchange for something of value, it being money almost always. That isn't unethical. To the contrary, I believe it's a profession that should be celebrated.

But I find it impossible to celebrate hardsell tactics. When a salesperson uses aggressiveness instead of assertiveness, cunning instead of cleverness, brute force instead of brute skill, and allows his own needs to tower over those of his prospect, I choose to part ways with him.

Hard closing still works, but there's a price to pay for it. I suggest the price is too high.

*  *  *  *  *  *  *

Here are a couple worthy recent branding/marketing posts worth your visit:

> Tony Johnston has a great article on his Biz Matters Blog about branding and marketing that made Tiffany & Co. an iconic consumer brand.

>Trendwatching.com has six interesting (kind of long, but interesting) videos featuring consumers from around the world who share their thoughts about brands, products, and consumerism.

If you like this post (or don't) please leave a comment.Skip Anderson is the Founder and President of Selling to Consumers Sales Training. He works with companies that sell to consumers in all B2C sectors to increase sales by realizing the buying potential of every prospect.

Contact Skip | Join Mailing List

Follow on Twitter | Connect on Facebook | Connect on LinkedIn

Comments

[Jerry Kennedy]

Excellent post, Skip. Love your point about the internal disharmony created when an otherwise decent human being tries to employ the "hard sell". Great reminders for salespeople. Thanks for another great post!

Jerry

[Sales training]

Yea hard closing works, but it does come with a price- as you say in the post. A better approach is to "seek first to understand" as stephen covey would say... thanks for the good post.

[Sales training]

Jerry I totally agree with what you! We have to remember that we're selling to human beings :)

[Marc The Sales Technique Guy]

I agree with avoiding the hard sell I always teach first before you even begin...ask questions to get their hot buttons (foundational desires). Once you have their foundational desires you simply tie your product or service to that and the sale is your to lose. As a matter of fact using this sales technique you can usually close with "Let's get started"