What if you could completely reframe your view of closing as a compassionate act designed completely to help your customer improve their life? What if you viewed closing as an opportunity to connect your buyer with those things on an emotional, deeper level?

That’s what closing with a servant’s heart is all about.

Thank you so much for joining me for Closing With a Servant’s Heart, my recent webinar with professional speaker and author MJ Durkin. I got so much life from this webinar, and I know you’ll walk away with more to think about than you walked in with. We both believe that the key to artful closing is doing it with your customer’s best interests at heart. Imagine what would happen if you could approach every close with the idea that you’re helping your customer achieve resolution.

Here are three keys to take with you to truly close with a servant’s heart.


The most pervasive reluctance in selling is the willingness for a sales pro to ask for the sale and finish the close. There have been a lot of reasons offered for this phenomenon, but in reality the reason is clear: closing is simple, but the psychology gets in the way. If you think about why so many sales pros don’t like the closing phase, it’s because they believe that assertive closing is imposing a situation on the customer that they don’t want.

This is where it’s crucial to reframe your perspective around closing in general. All customers want to be led through the buying process, and that should be your ultimate aim as a sales pro. Your psychology is screaming, “This person doesn’t want to be bothered,” but it should be screaming, “I am the primary source of confidence, motivation, hope and certainty for this buyer. That means that by confidently closing, you’re helping your buyer improve their life by adding certainty. That’s why closing is happening for you, not to you.


You’ve no doubt heard plenty of keys to remember during the selling process, but here are two you should always have in mind when running toward the close: make the customer feel valued, and achieve resolution. You can’t close with a servant’s heart if you don’t maintain that rapport by making the customer in front of you feel valued. So how do you do that? The best way is to listen. You may be the leader, but you can’t lead if you don’t have a partner also adding their part. You can’t summarize their needs back to them or guide them through the relevant decisions they’re dealing with if you’re not tuned in. If all you’re doing is reading verbatim from a script, you’ll never get to the close. Listen, let your customer fill in the parts you’ve led them to fill in, and you’ll be that much closer to resolving and closing.


The biggest pitfall sales pros fall into when closing is doing it on a surface level. They’ll think about how their product benefits them on a superficial level – they’ll have more gas mileage, or their utility bills will be lower – but they don’t drill down on the emotional urgency that makes the close such a beneficial two-way street. Sales warriors know that the way to close efficiently and effectively is to help the customer see how their product will help them on an emotional level. So instead of talking about the lower utility bills, talk about the bigger floorplan to house their quickly growing family. Just by changing the way you help your customer frame what you’re offering, you can connect them to that emotional generator that creates urgency. That’s a surefire way to do something for your customer, not to them.

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