It used to be enough just to have a great service.

A few decades ago (when business was predominantly done locally, before the internet!) if we didn’t like Tom the butcher, but Tom was the only butcher in town, well then we still went right on ahead and bought from Tom.

Tom had a service, and the service that he offered meant more to us than the relationship we had with him. We valued the meat over the rapport!

But the closing of a sale has come a long way in just the short time span of the last 10 years, and in what has become an undoubtedly highly client-centric world, it is no longer enough to simply have a great service and expect that will be enough to firmly and congruently close the sale at the end of the day.

Your ideal buyers know that this is their world now, and if ever they don’t appreciate the way they are treated, handled and related to first and foremost, they will look elsewhere.

And so they should, because anyone who aims to close a sale in the modern business landscape without building a relationship first is sorely mistaken about how the modern buying brain works.

The modern buyers brain knows they have a practically infinite choice of businesses in which they can go to for their desired solution moving forward.

The modern buyer’s brain wants you to genuinely care about their situation – one which even though you’ve likely heard 10 times already that day, is still important and unique to them.

The modern buyer’s brain wants to you to take the time – the time to show them the way, the time to listen, the time to voice all of their concerns however small they may be.

The modern buyer’s brain wants you to tell it how it is, if that’s what is required.

The modern buyer’s brain wants to know you’re not so arrogant that you’d simply assume that having a great service will be enough.

Any arrogance that assumes just having a great service will be enough to close the sale, will ensure your business remains at the bottom of the food chain when it comes to the ever-adapting buying decisions of your industry.

Please understand this bold and direct truth of selling: If you knew your service was a great match for your prospect, but they still didn’t buy, you need to take a deep breath as you stare in the mirror and ask yourself: “What did I really do to deserve it?”

What value did you add without having to be asked to?

What problems did you aim to solve before ultimately selling your solution?

What relationship did you truly aim to build before requesting that their hard-earned money be transferred from their hands to yours?

Your first priority needs to be adding value conversationally in a way that shows you have truly listened to the state of their situation, know the problem they ultimately need solved and can verbalise for them their concerns better than they currently can for themselves.

Only once you have shown that you first and foremost want your ideal buyer to have the exact emotional and logical requirements they need to make a decision, can you go ahead and ask them for their decision.

Earn the right to ask for the sale, and the sale will be rightfully earned.

Gain permission to receive their investment in you, and you will then be given permission to invest your service into helping them.

Replace assumed deservedness with assumed servitude and you will create enough relationships to last your business a lifetime.

Darcy J Smyth is the lead trainer of the Tonal Persuasion Method for Sales, a methodology that ensures you are creating consistently strong relationships with your buyers moving forward. Download the TPM Beginner’s Guide for FREE below:


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