Nurturing Nemesis: Why Can’t I Close a Business Deal?


Let’s face it; you’re a dynamic, well versed, and charismatic saleswomen (or man). If you didn’t possess such traits, you wouldn’t be in sales. But for whatever reason, you’re not closing. I personally prescribe to the philosophy that people buy people.

Customers enjoy being around good people. Selling should be viewed as an opportunity to represent yourself as a polished professional, before launching into the attributes of a product or service. Why? If you don’t believe in yourself, who will?

So you’re having an issue closing a sale. What to do?

Ok, start by asking yourself who you are, and who you represent? Am I a believable, trustworthy, and admired person, or not?  Does my image coincide with the message I’m trying to send?  Am I knowledgeable in my field, and do I know what my competition is doing? What are my motivations? Am I even passionate about what I’m doing?

Why are these important questions? It’s what fills your toolbox. It’s your foundation for who you really are. These attributes are crucial to closing a deal!

Do not get caught up in the negative myths of women in the workforce. Let’s say your toolbox is overflowing with all the tools you need. If you’re still not “closing,” let’s look at the simple fact that women are nurturers by nature. You may just be getting too close to a potential client. Sometimes we make the mistake of becoming the pseudo mother or girlfriend — a worst-case scenario. This is a very slippery slope, but you can’t help it because of your emotional well being. Right? Wrong!!!

You are not a shrink, a doctor, or a babysitter. And I’m not just talking about men. All of the above applies no matter who your audience is.

If you respond in such a manner, “closing will never happen.” Unfortunately, men can experience the same phenomenon. My advice? If this has happened to you, it’s time to move on to another potential customer.

So how do you close the right way and keep a customer coming back for more? First, remember what I said, people buy from people they believe in and trust. They buy from people they want to talk to, and spend time with. They buy from the person they can relate to on some level.  I can assure you if you have an agenda, they can read right through it.

If you’re only interested in hearing your own words spew from your mouth, chances are the potential client will get bored quickly. So what do you do? It all starts with a professional relationship, which applies to anyone in any arena. You must be completely engaged in whatever your customer is doing at any given time. Take an interest in what matters to them. See things from their perspective. How can you solve their challenges? Think about how to make their job easier. Think about what you can contribute to them. Forget about what you have going on. This can be difficult for a women, seeing how we’re hardwired to be nurturers, but it must be done.

Don’t engage a potential client on a personal level until you’ve established a working relationship — meaning you’re there to solve THEIR problems. Allow the prospect to talk about themselves, and listen intently. Surely you will find common ground. Be a positive sounding board: Listen, Listen Listen!!! Once you’ve established credibility, closing a deal is much easier. Why? Because now the client respects you on every level.