Many sales skills training courses focus considerable attention on closing techniques.

Certainly closing is an important activity, as the time, effort, and resources you invest in managing sales cycles are wasted if you don't secure orders. However, the real secret to closing sales is doing a great job at the front end of the sales cycle!

In other words, it is the quality of the work that is done during the opportunity qualification stage of the sales cycle that determines whether a sale will close, as well as how hard or easy it will be to close. Doing a great job of opportunity qualification also minimizes the amount of time, energy and resources that are wasted on opportunities that will never close, or that will produce only marginally profitable, or even unprofitable, business.

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