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Sales Quest_June issue_CEO 6/19/03 10:16 AM Page 2

Reprinted Content from


Volume 3, Number 6
June 2003

2100 Aliceanna Street, 2nd Floor

Baltimore, MD 21231
Phone: 410-342-9510
Fax: 410-342-9514
www.smartceo.com

Publisher: Craig Burris

Required Reading for Growing Companies Editor: David Callahan

Enrolling Versus Closing


Sales Quest An alternative sales model leaves the
By Jason Pappas
for SmartCEO door open for future business

A
s you look to build, seller’s economy, because sellers and ultimately rob the company you know why he or she needs
rebuild or grow your controlled the information that of a sustainable revenue stream. what you are selling. Enrollers
sales force, conventional was available to the buyer – it was Instead, consider the follow- think strategically with the client,
wisdom says that you need a a presentation-based sales econo- ing possibility, based on the knowing full well that only the
closer. Sure you do. If a closer my. The Internet changed that, enrollment model. When a client client can make the decision.
simply means someone that can and with it changed the economy enrolls with you, they are When a choice is made, the two
draw the word “yes” out of a from a selling economy to a enrolling in your vision, knowing of you own the success or failure
prospective client, you certainly buying economy. In this econo- that you have enrolled in and are of that solution within the con-
need someone who can do that. my, the buyer rules. committed to theirs. In a sense, text of a strategy to which you
But remember, this is a sales What that means is that your closing clients is a means unto both buy in.
person, and the fact that they can prospects are getting buying itself – enrolling clients is means The enrollment philosophy is
get to “yes” more often than not information from many sources. to an end. A much larger end. a reciprocal relationship. It is built
has to be a given. Wouldn’t it be They know what they want, and Enrollment means being a on the promise and delivery of
better if you had someone who they may contact you directly. partner, an educator, a consultant ongoing solutions, based on real
has developed the habits of mind Wholesalers, e-commerce and and a confidant to the client – understanding of the client’s busi-
or mindset to be thinking about buyer aversion to being sold not an order taker. You facilitate ness needs. It assumes successful
today within the context of lessen the need for sales profes- the transaction at hand, and do it outcomes through tactical prob-
tomorrow, and the day after that? sionals. So, if you go into a meet- well. That is what’s absolutely lems, and it constantly considers
The best sales people don’t focus ing focused solely on the close, necessary to win the day – but the long-term investment in each
on closing or convincing their you are essentially an order taker. you recognize that this is just one other. Deals definitely get signed,
clients, they enroll their clients in While that may satisfy both you solution of many, all designed to but no one feels like they have
their products or services, and and your new client’s short-term achieve the client’s end goal. And been sold. And nothing is ever
then they enroll with their clients need, it does little for either of you understand that goal, because “closed.” By closing the deal, in
as well. you in the long run. A closer’s you take the time to identify the the sense that we’re using it here,
The most successful sales value is diminished as soon the need before you identify the solution. you’re also closing the door.
transaction is complete. The You can recognize an enroller When you walk out of a prospec-
people are visionaries who recog-
closer is constantly trying to close at a distance because, whereas the tive client’s office, you want to
nize shifts in the marketplace and
and re-close his or her clients closer says, “Are we ready to do leave the door open because you’ll
accompanying buying paradigms,
again and again in a quest for this?” usually without fully be back. You’ll walk through that
whether on a micro level (how
door again because you both
one or two clients are changing repeat business. It is a vicious and understanding the context into
understand the remaining chal-
their buying habits) or on a stressful cycle. In this model, which the solution should fit, the
lenges ahead and you want to
macro level (where the whole closers have to prove their ability enroller says, “Why do you want
solve them together.
economy is changing the sales to solve another tactical problem to do this?” As an enroller, you
paradigm). In the 1980s you in order to continue to be of genuinely want to know the
Jason P. Pappas is the CEO and co-
needed a closer. The entire busi- value to the client’s organization. client’s game plan and strategy, Founder of EntreQuest, a Balti-
ness generation was about the Closers may get to “yes” early and and how your product or service more-based sales and leadership
transaction and what the seller often, but they miss out on future potentially fits, or doesn’t fit. You development firm focused on pro-
got from the transaction. It was a opportunities to serve their clients want the client to recognize that ductivity and profitability.

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