How To Make Closing The Sale The Easiest Part Of Selling

By: Dan Kennedy on: October 3rd, 2014 4 Comments

Long, long ago, I realized I needed to get good at selling.

A good portion of your financial success rests on being able to maximize your marketing by turning the leads you get from said marketing into paying customers, clients or patients.

Realizing this, I got really good at selling.

Very early in my selling career, I learned, mastered and used “hard sell” and very manipulative closing tactics.

For those of you who hate selling, this technique is likely the reason why.

Hard sell tactics put high amounts of psychological pressure on prospects to buy. Cold calls, unsolicited sales pitches delivered with force, closing techniques that create high levels of urgency… these are there to do one thing —sell something.  They know it, you know it, and the person standing nearby knows it.

There are a lot of programs out there on selling that are full of misinformation. They’ll tell you that this is how to close the sale.

While it can be effective some of the time, increasingly, even if you have a legitimate product or service, this tactic can turn off prospects or worse, make you come off as a con artist.

Fortunately as I evolved as a sales professional, I learned that the need for such techniques revealed significant weaknesses in my entire approach to selling.

Even later, that revelation was followed by a bigger and more important one; that the need to “close” could be virtually eliminated by transforming the very first steps of the selling process; the selection and magnetic attraction of qualified prospects.

Instrumental in redirecting my entire approach to selling came from reading the following passage in Charles A. Mears book, Salesmanship For the New Era (Copyright 1929)

He writes, “Nothing in this world is a detached phenomenon. Everything in this world is the result of some precedent causes. Therefore, if a salesman has done his work well, adequately building up in the mind of the prospect that desire which should normally culminate in a sale, the actual work of closing, far from being difficult, should be the easiest part of the whole procedure, as plucking ripe apples is the easiest part of fruit growing. Making a sale is not a trick that causes the prospect suddenly to reach one big decision to buy. Rather, it is a series of small decisions, just as climbing a flight of steps isn’t one jump from the bottom to top but a succession of easy steps.”

The other practical application of this idea is understanding that you build momentum to a sale (whether selling in person or in print.) For want of a better way of saying it, there is a “rhythm” to selling. A good sales letter gets the reader wrapped up in mental and emotional movement, saying to himself: yes, I agree with that…yes, I want that…yes, that makes sense…piling up yes upon yes upon yes so that the final yes is natural and automatic.

P.S.– Get “The 10 Rules to Transforming Your Small Business into an Infinitely More Powerful Direct Response Marketing Business” for FREE. Click here to claim your customer-getting, sales-boosting tactics.

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    Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to

    4 Responses

    1. Great though Dan! early in my internet marketing career, I have difficulties closing sales. I will get prospects into my lists but making them to buy was really scaring and difficult. But thank God I have now slightly master how to go about this now.

    2. David Hunter says:

      I used to hate selling, and you’re right… the hard sell was the reason why. I never wanted to push someone into buying something.

      I’ve learned follow up is huge! In real estate, when I send out postcards, I offer a free home seller’s guide. We always get prospects who raise their hand for a copy (low resistance). We now become the trusted advisor (no other real estate agents in our area offers a home seller’s guide).

      We then follow up with them until they list with us or vanish out of thin air.

      Makes selling a whole lot easier than being the unwelcomed guest.

    3. Fernando Biz says:

      Great article and inspiring for anyone to get good at selling. I’ve found that sales is an art that anyone can master by learning and putting into practice in their interactions with the prospects.

    4. Dominic says:

      Excellent blog post, and so true.

      I run a London UK based fitness website, which has a directory of sports & activities.

      To warm prospects up before they advertise in the directory, I offer them a free listing further down the page (so for example tennis coaches go on the tennis page), and also offer a paid listing in one of the prime positions at the top.

      When they take the free listing, they see their details on the site, and this allows them to experience the site and see their competitors there too, which stimulates the desire to buy a more prominent position ahead of the competition.

      Thanks Dan for your blog post, keep them coming!

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