Closing the Customer Gap

I learned an important lesson from one of our members, Mark Walker early last year when I took his course on Intregrity Selling^®. The sales process has distinct steps that must be followed for a successful outcome. But more importantly, that the “Close” is not really a step that happens in isolation. You don’t go through the whole sales call and then “Close”. You “Close” all throughout the interaction with the prospect.

Once you’ve asked the right questions, demonstrated that your solution does indeed solve their problem and overcome any objections (including price), the “Close” should almost automatically happen. That’s because of during the sales call, you’ve been building creditability and above all, value.

Contrary to the typical gym membership sales process, closing the Customer Gap is about providing value throughout the sales call - not the hard “Close”.

In our first article, Mark Walker explains how to build trust and demonstrate the value of your solution to a prospect. Steven Winokur highlights how a political campaign mirrors the sales process. Don Rigby uses a case study to discuss the power of innovation and systems. And finally, we have an article from an Associate Member, Michael Harper, that introduces the concept of viral video marketing using the Internet.

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