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There is a big difference between getting and keeping a customer. When obtaining a new customer, the final close is often the most tricky part of the deal. We can believe we have the account, and that the sale is committed, but until the order is received or the contract is signed, we need to avoid premature celebration.

A football player was running for a touchdown, and spiked the ball. Unfortunately for him, he spiked the ball on the one yard line, not in the end zone, and the other team recovered his fumble. Celebrating early can cause us to lose focus, to become inattentive to subtle objections or concerns that need to be overcome.

In one case, I heard on the street that a company was sharing that they had landed my business as an account. However, from my perspective, although their proposal was very solid, the contract was not yet signed. I asked the salesperson how and why the story was spreading when we had not yet finalized the deal. Clearly, the salesperson was embarrassed.

We can also lose credibility when we claim a sale that never materializes. We can say the sale looks good, that we believe we will get the order, but to go beyond what is committed will only cause embarrassment if the business is placed elsewhere.

Scripture relates, “A warrior putting on his sword for battle should not boast like a warrior who has already won.” (1 Kings 20:11 NLT) In addition, King Solomon wrote, “Don’t brag about tomorrow, since you don’t know what the day will bring.” (Proverbs 27:1 NLT)

When you wait to claim success until the new customer is truly landed, you increase your chances of not losing the fish at the last second, and you keep your integrity intact.

Steve Marr, Your Christian Business coach

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