When I approach potential clients, my first goal isn’t to sell them anything—it’s to determine if they’re willing to consider new possibilities. This single qualification has saved me countless hours and dramatically improved my conversion rates.
Why Open-Mindedness Matters
Let me give you a real-world example. Imagine I’m speaking with someone about their car. If they immediately shut down with “I love my car” and show no interest in exploring how a more prestigious vehicle might enhance their professional image as a real estate agent, I know I’m facing a closed mind.
When I suggest that a different car might help them project a higher net worth branding to attract more affluent clients, a closed-minded person will dismiss the idea outright. They can’t see the quantitative value in what I’m proposing. And that’s perfectly fine—I simply move on.
The math behind this approach is compelling: It takes at least 1,000 times more effort to change a closed mind than to work with someone who’s already receptive to new ideas. This isn’t an exaggeration—it’s a practical reality I’ve observed throughout my career in sports and entertainment.
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Stop Wasting Your Time
What amazes me is how many salespeople find this concept challenging to implement. They spend approximately 80% of their time chasing prospects who have already mentally checked out of the conversation. This is a colossal waste of resources that could be directed toward more promising opportunities.
Think about your own sales approach. How much time do you spend trying to convince people who have already decided against your offering? How often do you try to re-engineer a closed mind?
The most effective sales strategy isn’t about being the most persuasive person in the room—it’s about quickly identifying who’s worth your time and energy. This requires:
- Asking direct questions that reveal a prospect’s mindset
- Recognizing verbal and non-verbal cues that indicate closed-mindedness
- Having the discipline to walk away from poor prospects
- Focusing your energy on those who show genuine curiosity
This approach might seem counterintuitive at first. After all, aren’t the best salespeople those who can convince anyone of anything? In my experience, that’s a myth. The truly successful sales professionals are those who can quickly identify and focus on promising prospects.
Implementing the Open Mind Strategy
To put this principle into practice, start by developing a simple qualifying question for your specific industry. For me, it’s as straightforward as gauging whether someone has an open mind about improving their situation.
When you encounter resistance, don’t take it personally. A “no” isn’t a rejection of you—it’s valuable information that helps you allocate your time more effectively. Thank them and move on to more promising prospects.
Remember: Every minute you spend trying to convince a closed mind is a minute you could be spending with someone who’s ready to listen and potentially buy.
This approach has transformed my sales results, and I’ve seen it do the same for countless others. By focusing exclusively on open-minded prospects, you’ll not only increase your conversion rates but also enjoy the sales process much more.
The next time you find yourself trying to convince someone who’s clearly not interested, ask yourself if that’s really the best use of your time. I think you’ll find that qualifying for an open mind first will revolutionize your sales approach and results.
Frequently Asked Questions
Q: How can I tell if someone truly has an open mind or is just being polite?
Look for engagement in their responses. Open-minded people ask questions, show curiosity, and engage with your ideas even if they don’t immediately agree. Someone who’s just being polite will give short answers and won’t explore the possibilities you present.
Q: Won’t I miss sales opportunities if I walk away from people who initially seem closed-minded?
While it’s theoretically possible, the math doesn’t support this concern. The time you save by not pursuing closed-minded prospects allows you to connect with many more open-minded ones. This efficiency almost always results in more sales overall.
Q: How do I develop the discipline to walk away from closed-minded prospects?
Start by tracking your time and results. When you see how much time you waste on closed-minded prospects and how little return you get, walking away becomes easier. Also, create a script for gracefully exiting these conversations so you can do so professionally.
Q: Is there a way to turn a closed-minded person into an open-minded one?
While it’s possible, it’s rarely worth the effort in a sales context. If you’re determined to try, focus on building rapport and trust first, then gently introduce new ideas over time. But remember, this approach takes significantly more time and has a much lower success rate.
Q: How do I apply this principle in different sales environments, like retail or online sales?
In retail, watch for browsing behaviors and ask qualifying questions early. Online, use targeted content and qualifying questions in your marketing materials to attract open-minded prospects. The principle remains the same across all environments: identify receptivity before investing significant time and resources.
