Closing a Sale: The Myth of the Perfect Technique

“It’s not about having the right opportunities. It’s about handling the opportunities right.” – Mark Hunter

In sales, professionals often search for the ultimate technique—the magic words that will guarantee a successful close every single time. Seminars are attended, books are consumed, and countless hours are spent in pursuit of this elusive “perfect close.”

Yet, the irony is, the more we chase perfection, the farther we seem to stray from what truly resonates with customers. The real “magic” is far simpler and more profound: it lies in building genuine, authentic relationships.

Consider the global phenomenon of LEGO. On the surface, they’re colourful plastic bricks. But look a little closer, and you’ll find a brand that understands the power of relationships. Instead of aggressively pushing sales or bombarding customers with marketing jargon, LEGO took a different route. They invested in communities, fan events, and sought genuine feedback from their users. Through fan conventions and building contests, they created spaces where enthusiasts could share their passion for LEGO, while also directly influencing the company’s direction.

LEGO’s strategy was clear: it wasn’t about the transaction; it was about the connection. Their genuine interest in their community did more than foster goodwill—it built trust. And in sales, trust isn’t just an asset; it’s the currency.

The close is not a destination; it’s a byproduct. A byproduct of understanding, of empathy, of trust-building, and of genuine human connection.

Action Step: As you prepare for your next sales interaction, challenge yourself. Instead of focusing on the final handshake or signed contract, place your attention on the journey. Listen more than you speak. Understand before proposing. Build trust, show genuine interest, and let the close be the natural next step in your relationship with the customer.

In a world teeming with automation, chatbots, and AI-driven sales funnels, the human touch stands out more than ever. It’s the real differentiator. Because at the end of the day, people buy from people. They invest in relationships, in trust, and in authenticity.

If you’re looking to master the art of relationship-driven sales, and improve your sales strategy, be sure to check out our book of the week “SPIN Selling” by Neil Rackham.

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