As with most of Grant Cardone’s books, you either agree or strongly disagree with his selling philosophies and tactics. I find that most of us that have been raised on the older style of sales do not like to embrace change. In “The Closer’s Survival Guide”, the author educates the reader in various ways of closing deals. Deals covered include material items such as electronics, cars, software and toys. These same techniques can be used for non-material deals such as apartment leases, real estate, various negotiations, and even non-profit organizations attempting to fund raise. Mr. Cardone often seems direct in his closing approaches, but he stresses that if you are in the sales business you are really in the closing business. One can sell all they would like, but the big and real deals only happens once the close is done. You are not a person who sells, you are a person that closes deals.
The author takes the traditional sales training methodologies used by so many and turns them completely around. What used to be a high pressure and manipulative sales process, Mr. Cardone instead makes selling something that is a win-win for both parties; allowing all to sleep well at night. Give the customer options and make sure the product or item being sold is right for them. It is not just about meeting one’s sales number. If you truly believe and are passionate about your cause or product, you will want it to be used by everyone. When you become an evangelist of what you are selling, you are often unsatisfied until the person you are selling closes the deal. The author says that when you lose that sense of passion for what you are selling, move on to something else that you are passionate about.
The book is broken down into two main sections. The first being an overview of what closing is and why it is important in any type of deal. The second half of the book is the author going through the many closing examples and where they are best used. It should be noted that the author does not claim that the many examples provided are guarantees to closing deals, he says that one may need to modify them for your specific situation. What is powerful about this book as that is the author gives you many responses as to why a deal cannot be closed you may receive, and how to address them quickly and with confidence. Closes are not only focused on cost as many think, but often can fall into one or many different examples Mr. Cardon provides.
I like that the author also wants to peel back the onion and attempt to get to the real issue when asking for the close. Sometimes a person will simply say they do not have budget, but it often comes down to one not being confident in the product or solution being sold to them. They may have some underlying fear of failure or other repercussions of purchasing your solution, and until the root is addressed you will not be able to close. Often you need to help the buyer understand why these underlying fears are often irrational. Once one gets to the real reason why someone would not want to purchase your product, you can now go for the close using the examples provided. Again, this is not manipulating the buyer, but using question based selling to assist them in making the right decision to seal the deal.
The author highly recommends if you are listening to the audiobook version that you also purchase the print or digital version; he is a closer himself. This is so you have at the ready the many different examples he provides and you can study and practice them over and over. That way when you are put in a specific situation, you know which of the closing examples you want to use. I would agree that this is an important thing to do if you really want to be on board with this method of selling. Why would you not want to have different version of the material so you can consume it in different ways in different situations.
As with the other books I have reviewed by this author, I know many complain that he should not be narrating the books himself. I address this by saying that if the author truly believes and is an evangelist for his own business and products, why would he not want to express that by doing the book’s narration? Remember this is not a novel or fiction book, but a training session into the art of closing. I could easily get over the background paper shuffling noise, etc. because the material was so good.
As I said earlier, you either like or dislike the style and techniques of Mr. Cardone. For those that want something new and fresh for their outdated and manipulative selling approach, this may be the book they are looking for. Yes, it does rehash many of the other books material, but the author is unaware if you have listed or read anything of his previously. I also find it good to hear things over and over as it begins to sink into my head more that way.