For the 135th episode of The Marketing Book Podcast, I interviewed Anthony Iannarino, author of The Lost Art of Closing: Winning the Ten Commitments That Drive Sales. But these tactics often alienated customers, leading to fads for the “soft” close or even abandoning the idea of closing altogether. It sounded great in theory, but the results were often mixed or poor. In The Lost Art of Closing, Iannarino shows how to approach closing within the new technological and social realities of our time. If you are going to sell well now, if you are going to succeed in sales, you’re going to have to ask for commitments. Closing is non-negotiable. It is a book for people who aspire to be their client’s trusted advisor. This book won’t help you if you are looking for tactics that allow you to manipulate, pressure, or trick people into buying from you. This is a book for professionals in the art of selling. A bit more about the book…
For the 135th episode of The Marketing Book Podcast, I interviewed Anthony Iannarino, author of The Lost Art of Closing: Winning the Ten Commitments That Drive Sales.
For decades, sales managers, coaches, and authors talked about closing as the most essential, most difficult phase of selling. They invented pushy tricks for the final ask, from the “take delivery” close to the “now or never” close. But these tactics often alienated customers, leading to fads for the “soft” close or even abandoning the idea of closing altogether. It sounded great in theory, but the results were often mixed or poor. That left a generation of salespeople wondering how they should think about closing, and what strategies would lead to the best possible outcomes.
In The Lost Art of Closing,…
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