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The Lost Art of Closing: Winning the Ten Commitments That Drive Sales
"Always be closing!" --Glengarry Glen Ross, 1992
"Never Be Closing!" --a sales book title, 2014
" " --salespeople everywhere, 2017
For decades, sales managers, coaches, and authors talked about closing as the most essential, most difficult phase of selling. They invented pushy tricks for the final ask, from the "take delivery" close to the "now or never" close.
But these tactics often alienated customers, leading to fads for the "soft" close or even abandoning the idea of closing altogether. It sounded great in theory, but the results were often mixed or poor. That left a generation of salespeople wondering how they should think about closing, and what strategies would lead to the best possible outcomes.
Anthony Iannarino has a different approach geared to the new technological and social realities of our time. In The Lost Art of Closing, he proves that the final commitment can actually be one of the easiest parts of the sales process--if you've set it up properly with other commitments that have to happen long before the close. The key is to lead customers through a series of necessary steps designed to prevent a purchase stall.
Iannarino addressed this in a chapter of The Only Sales Guide You'll Ever Need--which he thought would be his only book about selling. But he discovered so much hunger for guidance about closing that he's back with a new book full of proven tactics and useful examples. The Lost Art of Closing will help you win customer commitment at ten essential points along the purchase journey. For instance, you'll discover how to:
- Compete on value, not price, by securing a Commitment to Invest early in the process.
- Ask for a Commitment to Build Consensus within the client's organization, ensuring that your solution has early buy-in from all stakeholders.
- Prevent the possibility of the sale falling through at the last minute by proactively securing a Commitment to Resolve Concerns.
The Lost Art of Closing will forever change the way you think about closing, and your clients will appreciate your ability to help them achieve real change and real results.\
"Never Be Closing!" --a sales book title, 2014
" " --salespeople everywhere, 2017
For decades, sales managers, coaches, and authors talked about closing as the most essential, most difficult phase of selling. They invented pushy tricks for the final ask, from the "take delivery" close to the "now or never" close.
But these tactics often alienated customers, leading to fads for the "soft" close or even abandoning the idea of closing altogether. It sounded great in theory, but the results were often mixed or poor. That left a generation of salespeople wondering how they should think about closing, and what strategies would lead to the best possible outcomes.
Anthony Iannarino has a different approach geared to the new technological and social realities of our time. In The Lost Art of Closing, he proves that the final commitment can actually be one of the easiest parts of the sales process--if you've set it up properly with other commitments that have to happen long before the close. The key is to lead customers through a series of necessary steps designed to prevent a purchase stall.
Iannarino addressed this in a chapter of The Only Sales Guide You'll Ever Need--which he thought would be his only book about selling. But he discovered so much hunger for guidance about closing that he's back with a new book full of proven tactics and useful examples. The Lost Art of Closing will help you win customer commitment at ten essential points along the purchase journey. For instance, you'll discover how to:
- Compete on value, not price, by securing a Commitment to Invest early in the process.
- Ask for a Commitment to Build Consensus within the client's organization, ensuring that your solution has early buy-in from all stakeholders.
- Prevent the possibility of the sale falling through at the last minute by proactively securing a Commitment to Resolve Concerns.
The Lost Art of Closing will forever change the way you think about closing, and your clients will appreciate your ability to help them achieve real change and real results.\
213 pages, Hardcover
Published August 8, 2017
322 people are currently reading
1321 people want to read
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Displaying 1 - 30 of 51 reviews
September 26, 2019
Good book to read for the those interested in how to sell in the 21st century where focus on other people is key to thriving.
August 17, 2019
This was another good sales book that approached selling as a way of helping your clients solve their problems (not pushing them), with practical tools and even sample conversations, including ideas on how to customize what you offer to better serve your clients' real needs.
Core idea of the book: There isn't a single closing moment. Don't push to do it all at once. Instead, closing is a phase. And you get to a close (final sale) by asking for a commitment to take one more step. And after a series of steps you end up at a sale.
Biggest idea of the book: you get them to say yes to each step in the process by offering them something valuable to them each time. They get more value from you each time, from the opening conversation where you teach them about the industry (not about you) to the final stages when you're helping them anticipate challenges in implementation so you can better partner with them.
So, when it's done well, it's not a favor to you to say yes to the next step, because the next step is something that helps them.
Core idea of the book: There isn't a single closing moment. Don't push to do it all at once. Instead, closing is a phase. And you get to a close (final sale) by asking for a commitment to take one more step. And after a series of steps you end up at a sale.
Biggest idea of the book: you get them to say yes to each step in the process by offering them something valuable to them each time. They get more value from you each time, from the opening conversation where you teach them about the industry (not about you) to the final stages when you're helping them anticipate challenges in implementation so you can better partner with them.
So, when it's done well, it's not a favor to you to say yes to the next step, because the next step is something that helps them.
February 27, 2018
Good content, a lot of granular material that any decent salesperson already implements on some level, but it's nice to have it laid out into a sequential process. Good book for refreshing/refining your sales process.
September 8, 2017
The lost art of closing and winning the commitments from people
I really enjoyed reading this book as it has helped me to understand, the 10 commitments better,this book has helpful tips and techniques on closing..it has expanded my knowledge
This book gives you a fresh look how you can win those commitments and people's business, and understanding the process to help you drive those sales..what I have learnt is that we sales people have to drive change for the people who want to change and for a better future.
I have listened to a lot of audios about sales, it all comes down change and what people want. Getting to understand there concerns..I have started to use the wording and got results from it..Go buy the book if you want results, it about addressing people's problems to win their business, because I now find it a lot easier to get people to commit on simple action
Not only this book will help you understand a lot with helping you get sales, you must take the step of taking action
take the next step and buy the book to win those commitments and sales, by building strong business relationships.
Did you find this helpful?
I really enjoyed reading this book as it has helped me to understand, the 10 commitments better,this book has helpful tips and techniques on closing..it has expanded my knowledge
This book gives you a fresh look how you can win those commitments and people's business, and understanding the process to help you drive those sales..what I have learnt is that we sales people have to drive change for the people who want to change and for a better future.
I have listened to a lot of audios about sales, it all comes down change and what people want. Getting to understand there concerns..I have started to use the wording and got results from it..Go buy the book if you want results, it about addressing people's problems to win their business, because I now find it a lot easier to get people to commit on simple action
Not only this book will help you understand a lot with helping you get sales, you must take the step of taking action
take the next step and buy the book to win those commitments and sales, by building strong business relationships.
Did you find this helpful?
March 22, 2018
Some good takeaways. Out of the 10 big ideas, more than half are applicable (at least) for me. A couple of them are maybe for bigger/corporate scenarios, or maybe I just didn't find the relevance. Some of the suggestions on calls work great, especially if you are looking to get into the door or secure a meeting for anything. Maybe I need to re-read this after a few weeks once I have had a chance to implement the rest of it. Overall - Quite good!!
February 11, 2020
I haven't read many sales books, but of those I have read this has far surpassed them. Such an innovative view on how to work with your prospective clients and help guide them to a solution beneficial to your business and theirs.
If you're looking to get into sales, improve your current sales, or effectively manage a sales team, then this book is what you need. Very much looking forward to reading Anthony Iannarino's previous book now, knowing this is what he has to offer.
If you're looking to get into sales, improve your current sales, or effectively manage a sales team, then this book is what you need. Very much looking forward to reading Anthony Iannarino's previous book now, knowing this is what he has to offer.
January 2, 2018
Excellent. I will be working to implement the process into my sales funnel. These 10 commitments not only drive sales, but drive impact! Which is exactly what I am after.
January 11, 2020
More than a step by step guide trough opportunity management, I found this book like a manifesto about the sales profession nowadays. Recommended read.
June 29, 2020
Класна прикладна книжка для сейлз-менеджерів. Тисяча і одна порада для тих, хто продає рішення для бізнесу. Але водночас це для бізнесів сектору B2B,і аж ніяк не для роздробової торгівлі, це треба розуміти.
Читала не для особистого розвитку, а в рамках співпраці зі ЗМІ.
В цілому видання рекомендую для конкретної аудиторії продажників і СЕО компаній.
Читала не для особистого розвитку, а в рамках співпраці зі ЗМІ.
В цілому видання рекомендую для конкретної аудиторії продажників і СЕО компаній.
August 31, 2017
The first book on sales I was ever told to read was Zig Ziglar's Secrets of Closing the Sale. This book showed you 100 different tricks and techniques you could use "to close" a sale.
I just finished Anthony Iannarino's The Lost Art of Closing and I could not recommend it more highly for sales professionals and leaders who want to focus on working "with" customers to achieve the outcomes that are important to their organization.
For sales leaders, I especially appreciate Anthony's chapter on how to coach your team on gaining the commitments that help clients navigate their buying journey. Every business author would benefit their readers by including a chapter like this.
Sales had changed over the course of my 30+ year career and as Anthony says sales is not something you do to people it's something you do for and with people.
Anthony wrote this for and with you in his mind and heart.
I just finished Anthony Iannarino's The Lost Art of Closing and I could not recommend it more highly for sales professionals and leaders who want to focus on working "with" customers to achieve the outcomes that are important to their organization.
For sales leaders, I especially appreciate Anthony's chapter on how to coach your team on gaining the commitments that help clients navigate their buying journey. Every business author would benefit their readers by including a chapter like this.
Sales had changed over the course of my 30+ year career and as Anthony says sales is not something you do to people it's something you do for and with people.
Anthony wrote this for and with you in his mind and heart.
September 22, 2017
A thoughtful book on the whole sales process—one that leads to the prospective client’s Commitment to Decide on doing business with you. I especially like the way Anthony stresses that “fast is slow” and “slow is fast” when dealing with people and moving through the sales process. I highly recommend this book to people who want a solid career in sales today.
February 12, 2018
I thought this was an overall good read when it comes to developing sales skills. The only thing that I was not a fan of is the fact that all the sales strategies/scripts were tailored more for corporate sales instead of personal one on one sales.
I can just adjust and tweak it to be more personal but not quite what I was expecting.
I can just adjust and tweak it to be more personal but not quite what I was expecting.
August 29, 2017
This book resonates with my opinion on how sales should be organized. Also it contains a lot of tools how to organize sales and how to communicate different issues to client/prospect
November 8, 2017
Decent read with the 10 commitments and what is needed to build relationships in order to meet your dream clients needs.
January 3, 2018
Not reinventing the wheel here but Iannarino gives a great intro to customer focused selling with a solid structure on building rapport, trust and setting expectations. All crucial aspects in sales.
January 20, 2018
Delighted with this approach for helping my customers to succeed
Must have book for every sales person and manager as shows the right way of selling in these days. Excellent.
Must have book for every sales person and manager as shows the right way of selling in these days. Excellent.
March 18, 2018
Good read
Im looking forward to seeing how I can apply the material learned in this book to my chosen field of sales. Thank you.
Im looking forward to seeing how I can apply the material learned in this book to my chosen field of sales. Thank you.
April 13, 2018
Lots of wisdom in this one for people in sales. Sales isn't something we do to someone, but with them and for them.
June 28, 2018
Great book!
If you are in sales then this is the book you need to read and share with your team! Amazing!
If you are in sales then this is the book you need to read and share with your team! Amazing!
July 2, 2018
As a solution architect this book helped me to figure out how to help our sales to sell IT services more efficient. The book describes the process with practical examples.
November 30, 2018
Most impactful sales book I've read in years.
December 12, 2023
2.5/5
“Selling isn’t something you do to someone, it’s something you do for them and with them.”
“**How to answer “NOW IS NOT A GOOD TIME.,Will look at this again in a few months.”
response: “ I understand that this is a significant change. I also know that you know that things won’t get better on their own. I wouldn’t be giving you my best help if I didn’t believe that, you’re gonna lose time and lose money and lose the results you need right now if you do nothing. can we discuss what it would take for you to confidently make this decision? And can we start over if we need to? I’m afraid that things will get worse over time and I know you understand the need to change or we wouldn’t have spent all this time working on the project. Where did we go wrong and what do we need to do to move forward?”
“Selling isn’t something you do to someone, it’s something you do for them and with them.”
“**How to answer “NOW IS NOT A GOOD TIME.,Will look at this again in a few months.”
response: “ I understand that this is a significant change. I also know that you know that things won’t get better on their own. I wouldn’t be giving you my best help if I didn’t believe that, you’re gonna lose time and lose money and lose the results you need right now if you do nothing. can we discuss what it would take for you to confidently make this decision? And can we start over if we need to? I’m afraid that things will get worse over time and I know you understand the need to change or we wouldn’t have spent all this time working on the project. Where did we go wrong and what do we need to do to move forward?”
September 8, 2023
This book is truly the best guide for becoming a salesperson in this day and age. I am fortunate enough to work for a woman (my mother) who has demonstrated all the commitments discussed in this book, without even knowing it. She literally could have written a book like this, though I dont know if she would have been able to recognize what each commitment was at the time of implementation. She just does it naturally because she truly wants to help our clients. And that is my biggest take away. You must be genuine, because then the 10 commitments come naturally.
February 27, 2019
I really like the angle that Anthony Iannarino takes in this book. Fundamentally, he sees (and writes) that sales is something you do WITH people and FOR people, not TO people. From this stems his ten commitments: ten steps to win sales. With practical advice and example wording, this is a great guide to become the trusted advisor and consultant salesperson that many people are looking for. Recommended read!
August 18, 2019
This is a useful take on how to think about and approach complex selling. I would highly recommend it to anyone who is either building a B2B sales organisation or who wants to improve an existing one.
It’s unlikely you won’t already have at least some of the ‘micro-objectives’ in your existing or planned sales process, but this book can help fill in the inevitable gaps and helps you to establish definitions and build consensus with your team.
It’s unlikely you won’t already have at least some of the ‘micro-objectives’ in your existing or planned sales process, but this book can help fill in the inevitable gaps and helps you to establish definitions and build consensus with your team.
November 24, 2019
Chapter 4 - The Commitment for Time is the most important chapter of sales ... period.
If you feel like you're ever selling for YOU as the salesperson, stop.
Sales is something you do to solve a customer's problem; not something you ever DO to a client.
I can most definitely see myself re-reading this in the future.
If you feel like you're ever selling for YOU as the salesperson, stop.
Sales is something you do to solve a customer's problem; not something you ever DO to a client.
I can most definitely see myself re-reading this in the future.
March 20, 2020
Anthony has written one of the best sales books I have ever read. Very clear and concise commitments to gain from prospects. As well as very good examples of what each of those commitment looks like.
I highly recommend this book to anyone who deals with any kind of sales or pitching of any kind. Could not say enough good things about this book and how it has effected the way I do my job.
I highly recommend this book to anyone who deals with any kind of sales or pitching of any kind. Could not say enough good things about this book and how it has effected the way I do my job.
August 12, 2021
Most of the book is about gaining the 10 commitments to help prospective client move from current state to a future state in an efficient and effective process. Author also explains about commitments and how to achieve them.
Based on the book, you as a salesman should be a leader. A leader that helps client to change and move from there to future.
Based on the book, you as a salesman should be a leader. A leader that helps client to change and move from there to future.
October 13, 2021
There's just so much to remember because the list is long. I wish he could've answered a couple more times the question, "okay and so what?" on some of the commitments and done away with others. And the "ideal prospect" feels like pie in the sky more than anything, it would've been better to use real examples.
January 7, 2026
Forgettable.
If you are new to sales this may be a book to read but honestly I would recommend 4 to 5 others ahead of this one. Reading this left me feeling like I did not gain any new skills and most of the lines of questions suggested anyone with an empathetic approach to truly want to help a customer would embrace.
If you are new to sales this may be a book to read but honestly I would recommend 4 to 5 others ahead of this one. Reading this left me feeling like I did not gain any new skills and most of the lines of questions suggested anyone with an empathetic approach to truly want to help a customer would embrace.
Displaying 1 - 30 of 51 reviews