For the longest time, I didn’t know how to sell.

I knew how to create buzz and get attention for a product or service. I could explain the details and pretty much handle client objections or questions. Still, I couldn’t sell really well.

I had trouble on the CLOSE.

You know what that is, right? The CLOSE? It is the act of sealing the deal. It is sometimes designated by the exchange of signed documents, or perhaps goods and money, indicating that the deal is made.

I always felt some anxiety when I tried to close a deal because it always felt like I was forcing someone to buy. I didn’t like forcing people. It just didn’t feel natural. There was also always that fear of rejection. What if they don’t want to close the deal? What happens next?

When I watched Dr. Hewitt-Glesson’s talk on the X10 seminar series, I was enlightened. Apparently, focusing on the CLOSE was a predominantly western form of thinking. Dr. Glesson explains that, our brains were computers and we have an old software in our heads. We have a way of looking at things and tend to fight against new ideas. Focusing on the CLOSE was the old software.

Chess and CheckMate

He compared it to chess. You know chess right? It’s a board game where you move pawns and pieces around? The goal is to beat the enemy by achieving checkmate. Our traditional thinking was focused on CHECKMATE. That’s it - nothing else. You could see it among businesses when a manager would ask his salespeople. “Did you close the deal?”

Imagine this, you are a salesman in a big product-orient company. The manager asks you, “Did you close the sale?” When you say NO, how does he react? He’ll probably say…”Oh.” And look at you like you were a loser. When you say YES, however, you are congratulated and everyone treats you like a king.

What’s wrong with this is that we are subliminally taught that the CLOSE is very important - it is seen as the most important aspect of the business. We are not taught that the CLOSE is not a ONE TIME thing.

Check-UnCheck

In Chess, getting to checkmate is actually a process. Playing chess is a continuous interaction between players. Pieces are moved around and there are opportunities where the enemy king is checked. In your mind, think of this as a switch that you can turn on and off. In this case, you think in terms of check-uncheck. CHECK is anytime you are attacking the enemy king and UNCHECK is anytime that you are not.

Let’s apply the same concept in selling. Anytime you are not selling to someone, your mental switch is turned to UNCHECK. Whenever you pitch your product or business to a potential client - that’s CHECK.

Keeping this simple mental switch in your mind reminds you of what position you are in right now. For instance, right now, you are reading this article. Are you selling anything? When did you last CHECK a potential customer?

The mental switch also allows us to think of how many times we have CHECKED potential clients. This is important because according to statistics, on average customers will buy on the 7th time they have received an offer from you. It is recommended that you CHECK them at least 10 times to SELL anything.

Selling Is A Process

Ever since I saw Dr. Glesson’s video I realized that selling is a process. I don’t need to become anxious about meeting a client anymore because I don’t need to FORCE the sale right there and then. Mentally, I think - this is CHECK. Will I be able to achieve checkmate now or do I need meet him/her again several more times? How long will this process be?

Understanding this simple concept has given me confidence to now talk to potential customers. It has given me the mindset on how to REALLY SELL. Get back to your potential client at least 10 times and you will see your profit multiplied at least ten times - that’s the idea.

Now you know.

DIGG ME!