How Not To Close A Sale

Always be closing. There is a reason that line from Glen Gary Glenn Ross has resonated for all these years. In fact it’s something I heard in my head every time I emailed a potential customer.

Let me give you some context. I had 5 customers email me wanting info on a $79 product I was selling on one of my sites. My dilemma was this I was about to launch a potentially better product at a lower price.

The old product was a 32 video lessons that taught kids how to play drums. Due to the short period of time kids remain interested in their new instrument the product might be considered an impulse buy.

The old product really hadn’t sold that well, so having 5 potential buyers was quite exciting. However I really wanted people to like my new product, so I advised them to wait for the new and improved product.

The end result was out of the 5 who wanted to buy the old product only 1 bought the new product.

From $400 to $40 What he hell Happened?

In retrospect I made 2 big mistakes.

1) I missed my completion date by nearly 3 weeks. When you add that to 2 -3 weeks I had told my potential buyers it would be finished that’s nearly 6 weeks for little Tommy to decide he’s no longer interested in learning an instrument.

2) I overvalued my new product. I am very proud of the new product we offer. However maybe the old product was a better fit for these customers.

What should I have done?

Here’s exactly what I should have done. I should have sold the product to people who wanted it, and saw value in it.

Make the sale. Always be closing.

What if they saw the new product at a lower price? Wouldn’t they feel cheated? That’s what I was araid of.
The easy solution would have been this. If anyone felt they were mislead I could have simply let them exchange the two products. Since the content is only available on our site via membership access, this would have been quick and painless for everyone.

Always Be Closing!