Thought Catalysts: Jeffrey Gitomer on Closing a Sale

December 8, 2016 Jeffrey Gitomer, The Art Of

There are leaders and then there are followers. Generally the idea is to be the former. 

But perhaps it's worth a shot to look at this phrase the other way around. Maybe to be a leader, it's worth being a follower. 

The people who lead the way with awesome ideas and unique talents did so by acquiring knowledge and applying it in new and interesting ways. We all need to learn stuff to lead stuff. And those who do it best inspire others to act. 

They are Thought Catalysts. Here they are as told by the keynoters giving us lightbulb moments from The Art Of. 


Every salesperson is looking for the fastest way, the best way, and the easiest way to “close” a sale. 

More than human nature, for salespeople, closing the sale is both a desire and a need. And the results are totally measurable. Either you win, or you lose. There is no second place in sales.

Many people think that “closing the sale” is the fulcrum point of the process. All of those people are wrong. Closing the sale begins when the sales presentation begins. 

A sale is not “closed.” A sale is earned.

In my career I have learned two powerful words that complete the selling process. They allow me to complete the sale without a feeling of discomfort or hesitancy. When it’s time to deliver those words, I know in my heart of hearts the sale is mine.

The two words are: fair enough, and they are delivered to the prospect in the form of a question. “Fair enough?”

“Fair enough” are the most powerful words to affirm the prospect’s intention to buy. You may be erroneously referring to the prospect saying “yes” as “closing a sale.” Not good.

“Fair enough” asks for a commitment and validates the value and the fairness of your offer. If your offer is valuable, or perceived as valuable by the prospect, then the words “fair enough” will always be followed by the prospect’s affirmative answer. And vice-versa.

The words “Fair enough” are also a self-test. Do you perceive that your offer is so valuable, that when you ask the prospect, “Is that fair enough?” you know in your mind and in your heart that in fact it IS fair enough. Always ask yourself the “fair enough” question BEFORE you give a sales presentation. If you can answer “yes” to your own offer, it’s likely the prospect will answer “yes” as well. 

The words “fair enough” ask for a “yes” and a confirmation to move forward. They are direct, completely understandable, and are non-manipulative. They don’t contain the phrases, “Can you see any reason not to move forward?” or worse, “Is there any reason you could not do this today?” Those are old-world, BS sales expressions of the worst order.

“Fair enough” is pointed, powerful, and positive. And you don’t have to wait until the end of your presentation to ask. You can slip it in once or twice as you’re presenting to make certain you and the prospect are in agreement and moving forward.

“Fair enough” gives you a transition from your presentation to earning the business.

THINK ABOUT THIS: If you have a bunch of presentation slides and offer to send some kind of proposal at the end of your presentation, you can never use the words “fair enough.” Your job as a salesperson is to figure out how your presentation can culminate with the words “fair enough” and that there’s enough perceived value in your presentation for the customer to say, “Yes, that’s fair enough.”

If the prospect says, “That sounds fair enough,” or gives you some form of yes, that’s not just a purchase, it’s also a report card that your offer was perceived as valuable enough to move forward.

START HERE: Review your entire sales presentation and see where the words “fair enough” fit into it. If there’s no place for them, then your offer is most likely not fair enough, and will be met with some kind of resistance or stall.

This review process requires work on your part, and may mean you have to revise your sales presentation. This is a good thing! It will most likely mean you have to ask more questions, discover what the buying motive of the prospect is, and make certain you have value offerings that are in harmony with their true needs and motives to buy.

If you are able to give prospects the answers they’re hoping for, you will have created the ultimate buying experience. Asking the question “fair enough” will become a joy. A financially rewarding joy.

I just provided you with a major secret of selling – a secret that, when mastered, has the potential to double your sales and increase your earnings significantly. All you have to do is create a strategy to incorporate it. Fair enough?


If you want to read more of his posts, check out Jeffrey Gitomer's page on The Art Of. If you want to know more about The Art Of and any of its brands, ask your questions here

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