Getting to Closed by Stephan Schiffman

Last updated: Aug 13, 2023

Summary of Getting to Closed by Stephan Schiffman

Getting to Closed by Stephan Schiffman is a comprehensive guide to the art of closing sales. The book provides valuable insights and techniques for sales professionals to effectively close deals and achieve success in their sales careers.

The author begins by emphasizing the importance of closing in the sales process and dispelling common misconceptions about closing. Schiffman highlights that closing is not about manipulation or pressure tactics, but rather about building trust, understanding customer needs, and providing solutions.

One of the key principles discussed in the book is the concept of "closing from the beginning." Schiffman explains that closing is not a single event that happens at the end of the sales process, but rather a continuous process that starts from the initial interaction with the customer. He emphasizes the importance of asking the right questions, actively listening to the customer, and identifying their needs and motivations.

The book provides a variety of closing techniques and strategies that sales professionals can use in different situations. Schiffman introduces the "assumptive close," where the salesperson assumes that the customer has already made the decision to buy and proceeds accordingly. He also discusses the "alternative close," where the salesperson presents the customer with two options, both of which lead to a sale.

Furthermore, Schiffman emphasizes the importance of persistence and follow-up in the closing process. He provides practical tips on how to overcome objections, handle rejections, and maintain a positive mindset throughout the sales journey.

In addition to specific closing techniques, the book also covers broader topics such as building rapport with customers, effective communication skills, and the importance of product knowledge. Schiffman emphasizes the need for sales professionals to continuously improve their skills and stay updated with industry trends.

Overall, Getting to Closed is a comprehensive guide that provides valuable insights and practical techniques for sales professionals to master the art of closing. It emphasizes the importance of building trust, understanding customer needs, and providing solutions throughout the sales process. By implementing the strategies outlined in the book, sales professionals can enhance their closing skills and achieve greater success in their sales careers.

1. The Importance of Building Rapport

In "Getting to Closed," Stephan Schiffman emphasizes the significance of building rapport with potential clients. He explains that establishing a connection and building trust is crucial in the sales process. Schiffman suggests that sales professionals should focus on finding common ground with their prospects, whether it be shared interests, experiences, or values. By doing so, they can create a sense of familiarity and establish a foundation for a successful sales relationship.

Furthermore, Schiffman advises salespeople to actively listen and show genuine interest in their prospects' needs and concerns. This not only helps in building rapport but also allows sales professionals to gain valuable insights into their prospects' motivations and pain points. By prioritizing rapport-building, salespeople can create a positive and comfortable environment that encourages open communication and increases the likelihood of closing a deal.

2. The Power of Asking Open-Ended Questions

Schiffman highlights the importance of asking open-ended questions throughout the sales process. Open-ended questions encourage prospects to provide detailed responses, allowing sales professionals to gather more information and gain a deeper understanding of their needs. These questions typically begin with words like "how," "what," or "why" and require more than a simple "yes" or "no" answer.

By asking open-ended questions, salespeople can engage prospects in meaningful conversations and uncover valuable insights. This approach also demonstrates a genuine interest in understanding the prospect's unique situation, which can help build trust and credibility. Additionally, open-ended questions allow sales professionals to guide the conversation and tailor their pitch to address the specific needs and pain points of the prospect, increasing the chances of a successful sale.

3. The Value of Persistence

In "Getting to Closed," Schiffman emphasizes the importance of persistence in sales. He explains that rejection is a natural part of the sales process and that successful salespeople are those who persevere and continue to pursue opportunities even in the face of setbacks.

Schiffman advises sales professionals to view rejection as a learning opportunity and to use it as motivation to improve their approach. He suggests analyzing each rejection to identify areas for growth and to refine their sales techniques. By maintaining a positive mindset and staying persistent, salespeople can overcome obstacles and ultimately achieve their sales goals.

4. The Art of Active Listening

Schiffman emphasizes the importance of active listening in sales. He explains that active listening involves fully focusing on the prospect, paying attention to both verbal and non-verbal cues, and responding appropriately.

By actively listening, sales professionals can better understand the prospect's needs, concerns, and objections. This allows them to tailor their pitch and address specific pain points effectively. Active listening also helps build rapport and trust, as prospects feel heard and understood. Additionally, by actively listening, salespeople can identify opportunities to upsell or cross-sell, as they pick up on cues that indicate additional needs or interests.

5. The Power of Storytelling

Schiffman highlights the effectiveness of storytelling in sales. He explains that stories have a unique ability to captivate and engage prospects, making the sales message more memorable and relatable.

By incorporating relevant stories into their sales pitch, sales professionals can illustrate the benefits and value of their product or service in a compelling way. Stories help prospects visualize how the product or service can solve their problems or improve their lives, making it easier for them to see the value and make a purchasing decision. Additionally, storytelling helps build an emotional connection with the prospect, which can further strengthen the sales relationship.

6. The Importance of Differentiation

Schiffman emphasizes the need for sales professionals to differentiate themselves from their competitors. He explains that in a crowded marketplace, prospects are often overwhelmed with options, making it crucial for salespeople to stand out.

Schiffman suggests that sales professionals should focus on highlighting their unique selling points and demonstrating how their product or service offers distinct advantages over competitors. This could include showcasing testimonials, case studies, or data that support the product's superiority. By effectively differentiating themselves, salespeople can position their offering as the best solution for the prospect's needs, increasing the chances of closing the sale.

7. The Power of Follow-Up

Schiffman emphasizes the importance of follow-up in the sales process. He explains that many sales are lost due to a lack of follow-up, as prospects may forget about the initial conversation or become distracted by other priorities.

Schiffman advises sales professionals to establish a systematic follow-up process to stay top of mind with prospects. This could include sending personalized emails, making phone calls, or scheduling follow-up meetings. By consistently following up, salespeople demonstrate their commitment and dedication to helping the prospect, increasing the chances of closing the sale.

8. The Value of Continuous Learning

Schiffman emphasizes the importance of continuous learning in sales. He explains that the sales landscape is constantly evolving, and successful sales professionals are those who adapt and stay updated with industry trends and best practices.

Schiffman suggests that salespeople should invest time in reading books, attending seminars, and seeking mentorship to enhance their skills and knowledge. By continuously learning, sales professionals can stay ahead of the competition, refine their techniques, and provide better value to their prospects. Additionally, continuous learning helps salespeople stay motivated and inspired, as they discover new strategies and ideas to improve their sales performance.