It’s early January 2004. The Green Bay Packers are just 72 seconds away from their fourth NFC Championship game. They have a three-point lead over Philadelphia Eagles, who face an impossible fourth down and 26 yards on their own 28-yard line. All Green Bay has to do is hold Philadelphia to less than 26 yards. One play. That’s all. Just one play. In sports bars and living rooms across country jaws drop when Eagles quarterback Donovan McNabb completes a 28-yard pass to Freddie Mitchell, and Eagles get first down. They kick a game-tying field goal and force Packers to dig in for overtime.
Philadelphia receives ball. After struggling for little gain Eagles punt it away. Green Bay’s task is simple. Keep ball on ground and advance into field goal range. Favre takes snap, drops back, and inexplicably heaves a long pass... into double coverage. Into hands of Eagle Brian Dawkins. Into history. Philadelphia marches into field goal range and kicks an easy three to win. Game over. Lights out. Thank you for playing.
The Packers lost because they didn’t close. They played well, but in end it came down to fact that they didn’t close and Eagles did.
More than just preparation
Talent, tools and preparation are vital to success of NFL players and sales professionals. But in order to change buying habits, we must also incorporate closing into natural life of our sales presentations.
In simplest terms, a close is an agreement to take next step together. What you close for varies based on your overall objectives and your history with a customer.
Have you ever seen a football team attempt a one hundred-yard touchdown pass? Not likely. Both players and coaches understand that a touchdown is last of a series of plays, each designed to bring team closer to goal line, which increases their chances of a successful touchdown attempt, which brings them closer to their ultimate goal of winning game. Every play is important.
It’s same principle in sales. If you try to close a sales call without first executing a customer-focused presentation, you’re probably not going to be very successful. However, as Packers found out on that crisp January day, you can execute a lot of good plays well, but if you fail to close, you don’t get win.