Of the many steps in the sales process, a lot of attention is focused on “the close.” . Typically, this is cited as the most important step. I have heard it said that a salesperson without a close is just a professional visitor. If you've seen the movie “Glengarry Glen Ross,” you heard the mantra “Always Be Closing.”

This final statement might be closer to the truth. But the sales process begins in the interview with the prospect.

The interview is the most crucial step. Properly executed, it establishes whether or not you have a viable prospect in front of you and gives you the opportunity to close far in advance of your presentation. In fact, if the interview process is correctly done, the presentation will actually be the conclusion of your work prior to that moment.