Conrey is for Closers

Thanks to the joy of the internet, I watched this TED Talk yesterday and was struck by the message and its application to sales. Please watch it first, it is worth the 5 minutes (at least the first 2 minutes – you can pay attention that long and get the point):

The message’s relation to sales seems clear – the art of delayed gratification can pay off long term. But how exactly?

It is less about delaying the close or about taking your time in the closing process and more about taking the time before you get to the close to build the relationship – to earn the deal. If you spent as much time building relationships with clients as you did trying to close them do you think that you’d close more often? More easily?

Take the time to really make sure you are aware of their needs and their desires, even beyond your direct service. If you’re a software development company, make sure you know what they are really trying to get out of the app long term – not just get your requirements document and start building. If you’re selling cars, make sure you know how they plan to use their new car, not just what they want to spend.

The kids in the video that didn’t eat their marshmallow and got to know it for fifteen minutes earned a second one for their patience and effort. Do you think that if you get to know your client you may get a repeat deal from them? Or a Referral? How much time is it worth to you to earn a lead like that?