Win-win, win-lose, and lose-lose are game theory terms that refer to the possible outcomes of a game or a Sale or even a Dispute involving two sides, and more importantly, how each side perceives their outcome relative to their standing before the event.
Let's look at a SALE and the creation of a WIN-WIN situation in the context of a SALE here.
What is a CLOSE?
A CLOSE is any action that has been taken or comment made to confirm BUYER COMMITMENT.
It can be as direct and simple as asking for that order.
Mr. Khanna, Can I expect the LOI or Purchase order for this project next week?
It can be as subtle as building upon small agreement points, which ultimately lead up to the sale.
Mrs. Rini, do you agree that this feature of my Solution will serve you better?
Above all, it's the process where the Sales Professionals 'assist' buyers in arriving at decisions that are in the prospects best interest.
A CLOSE should always be a WIN - WIN situation. This means that the BUYER receives the best solution to a thoroughly analyzed and identified NEEDS and PROBLEMS. It also means that the Sales Agent also benefits from the time and effort that has been expended, professionalism demonstrated and above all the satisfaction of a good job done by helping others.
A manipulated or 'forced' closing efforts can result in short-lived and initial WIN-LOSE situations. Using forceful and aggressive Sales techniques, it is possible to pressurize buyers into accepting products and Solutions that they don't really need. If it is a one-time purchase, the Sales Professional reaps rewards at the expense of the Buyer. However if the purchase was indeed one time, a satisfied buyer always gets you several other prospects by word of mouth -A forceful or Aggressive Sales professional does not factor this aspect. Unfortunately, most WIN-LOSE scenarios ultimately turn into LOSE-LOSE situation. Dissatisfied Customers are unlikely to buy again or recommend to others.
Sales professionals don't play this game. They recognize WIN-WIN situations as the fertile soil in which long term Business relationships take root and grow. Sales Professionals realize and accept the fact that Sophisticated Buyers reject pressure tactics out of hand. Many Accounts will most likely harbour resentment at perceived mistreatment against the Sales Professional and perhaps may refuse to meet him again.
The act of CLOSING should never be approached as a 'Test of Wills',' Us vs. Them' or 'I WIN-YOU LOSE' situation. IF we obtain Buyer commitment on identifying their NEEDS, if your Solution is a perfect 'FIT FOR NEED', the natural outcome is a signed Purchase Order. In some cases it is pertinent to receive a LOI (Letter of Intent) before the Purchase Order. In simple words, one can usually guarantee positive results when one does an effective Sales job.
For this reason, the Closing Process need not be difficult or threatening. People love to BUY. They do it everyday. This is not the first time your prospects will be asked to buy something. It certainly won't be the last either. ASKING FOR THE ORDER is perhaps the most natural, most expected thing in the world.
However, to create a WIN WIN situation, you must ensure that you have done enough to create a situation where the Customer realizes the NEED for the product and he DECIDES to BUY on his own. Often times when a good Sales professional creates an excellent NEED creation, he never gets an opportunity to CLOSE. The SALE HAPPENS ANYWAY and it is always a WIN WIN situation.
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