ou down sometimes.

Now think about the role of the supplier in the sales process. To be fully trusted, you have to deliver. The customer must get the right product

We've just read an article where the author argued against the old view that ‘closing the sale’ is the most important part of selling. He suggests instead that ‘trust’ is the linchpin, and that one only gains this trust by listening, putting oneself in the other person’s shoes, and then conversing in a similar language.

Well, we’d agree with all of that. But we’d not be too hasty in rejecting the closing the sale part.

We’ve all got that friend who’s great to have a drink with, but he or she always turns up 40 minutes late…clothing issues, the bus was delayed, the cat was sick on the carpet. There’s no doubt you get on with this person, but he or she can let you down sometimes.

Now think about the role of the supplier in the sales process. To be fully trusted, you have to deliver. The customer must get the right product o

the linchpin, and that one only gains this trust by listening, putting oneself in the other person’s shoes, and then conversing in a similar language.

Well, we’d agree with all of that. But we’d not be too hasty in rejecting the closing the sale part.

We’ve all got that friend who’s great to have a drink with, but he or she always turns up 40 minutes late…clothing issues, the bus was delayed, the cat was sick on the carpet. There’s no doubt you get on with this person, but he or she can let you down sometimes.

Now think about the role of the supplier in the sales process. To be fully trusted, you have to deliver. The customer must get the right product

gree with all of that. But we’d not be too hasty in rejecting the closing the sale part.

We’ve all got that friend who’s great to have a drink with, but he or she always turns up 40 minutes late…clothing issues, the bus was delayed, the cat was sick on the carpet. There’s no doubt you get on with this person, but he or she can let you down sometimes.

Now think about the role of the supplier in the sales process. To be fully trusted, you have to deliver. The customer must get the right product

lways turns up 40 minutes late…clothing issues, the bus was delayed, the cat was sick on the carpet. There’s no doubt you get on with this person, but he or she can let you down sometimes.

Now think about the role of the supplier in the sales process. To be fully trusted, you have to deliver. The customer must get the right product

ou down sometimes.

Now think about the role of the supplier in the sales process. To be fully trusted, you have to deliver. The customer must get the right product or service, on time, and with as little hassle as possible.

In terms of sales writing, delivering is about giving the reader the information they need (the listening, putting yourself in the customer’s shoes and conversing in a similar language part). But it also means providing suggestions on what the reader can do next - telling them where they can buy, or where they can get more information if they want it.

In a way, this is the ‘closing the sale’ part. And without it, you’re setting up a meeting with your reader, only to leave them waiting for forty minutes before they know their next steps.