You might feel that resistance on a car lot as a slick-looking “closer” comes up to you to sell you hard and fast. That is one of your biggest hurdles in finding out what closes sales. Sales resistance is a brick wall you need to knock down.

Here are a few Don’ts

DON’T…

…sell hard and fast. “Closing” doesn’t have to be high-pressure, and if you mentioned that the deal is time-stamped one too many times, you’re showing your cards. Don’t set urgency in such a way that it becomes a flashy, loud announcement, and don’t leap on a sale opportunity like a lion on a lame gazelle.

…argue with the customer. Overcoming objections with an argument is like telling your would-be customer he or she is a 3rd-grader and you’re a senior in High School, or that you’d rather give your competition some business.

…try to sell the customer an upgrade or other options that they plainly don’t want or need. It’s better to sell a plain Jane model with no warranty (for example) than try to shoot the moon and come up dry. A bird in the hand is always better than a flock in the trees…

DO…

…mirror your customer’s cadence and pace. If you are selling to someone who looks like they have time on their hands, you should as well. If you are selling to a stock broker who has done their homework for weeks before coming to buy, you have a limited time to close. Mirroring your prospect is a part of what closes sales.

…be service-oriented. The customer is always right, or at least should feel they are. You don’t need to be “servile,” but service-oriented. Lowering sales resistance means that you are in their court, on their side. Overcome objections with phrases such as, “I see where you’re coming from, I’ve been there myself, but what other customers have found is…” Never argue, even when you’ve plainly lost the sale. Your competition may turn them off, and you may be able to recover the deal.

…listen to the customer and assess their needs. What closes sales is a good ear, paying attention, and giving a customer what he or she came for. If they came in for a cheeseburger, don’t try to sell them fried chicken. You may upgrade or educate your customer on an upgrade, but only if they indicate a need that the upgrade will address.

There are other issues to learning what closes sales deals, these are only a handful of Dos and Don’ts. If you walk away with one lesson, let it be this: be there for your customers. What closes sales? Great customer service. Learn that, and watch your close ratio climb.