Ten Rules for Ethical Selling, #2: Invite, Don’t Close

‘Closing a sale’ is fun, of course. Everybody likes to land a new client and earn the money.

But there’s a reason why in my LEAP framework for ethical selling, the 9th pillar isn’t ‘the close’, but:

The Open.

I know, English doesn’t work that way – but it’s how *I* work, and you’d do really well to try it.

Don’t close a sale – open a door.

Invite a buyer into a new phase in their life or business.

Invite them, open the door, to start a new type of relationship with you.

You’ll find that plenty people are more than willing to buy, so long as we don’t try to pull them or push them through the door.

Nobody likes being told what to do, everybody’s autonomy is sacred, and therefore the most damaging thing you can do is coerce, persuade, or otherwise leave the other person feeling as if they’re being told what’s good for them.

Nobody likes that, and the feeling is super easy to trigger.

So instead, hand people their autonomy.

Lead with the no. Invite it, even.

Give people the right to veto and be explicit about it.

“Hey tell me if this isn’t for you, but I could see programme XYZ make short shrift of the problem you’ve described. Shall we talk about implementing it?”

Look at how that feels: the other is completely allowed to say no, they’re being asked to make a choice, of their own volition, to engage in a deeper conversation, and the seller pre-empts the entire autonomy issue by leading with no.

If you want buyers to move towards you and enroll themselves, invite, don’t close.

If you get it right, you literally can get people saying ‘Take my money!’ – it’s actually happened to me once.

And, I can show you how to get the same eager, happy-to-buy, I’m-enrolling-myself kind of response in buyers that I get.

Want that for yourself?

Let me know, I’ll show you how.

Cheers,

Martin


Also published on Medium.

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