When it comes down to it, the closing of a business deal has just as much to do with perception as it does reality. Your deal may be the best one offered. But if it is not effectively presented to those who matter, you may lose out to another offerer with a much worse deal but a better perception for their selling presentation. So what exactly is meant by perception?

If you think of deciding on a business deal location in the same terms as choosing a place to eat, you are generally going to go to a place that looks more appealing than someplace that you are afraid to enter. It is easy to see how the overall perception of a place, the feeling you have when you are there, can have such a profound effect on the outcome. The same holds true for closing a business deal.

Let's imagine you sell copier paper. You can offer a company the best deal on paper they can find anywhere, up to 3-4% less than your biggest competitor. If the company does not perceive that you will give them better service and even higher quality paper for less, they may feel more comfortable staying with someone they know and already trust, even if it costs more money. It sounds odd, but it happens all the time. This is why it is so imperatively important to choose the right deal closing environment if you want to succeed in making the sale.

Everyone is different, and some people feel more comfortable in specific situations and/or environments than others. Upper level managers may prefer a boardroom's formal setting for closing a deal. Others may prefer an upscale restaurant, and there are also those who prefer a bar or lounge for doing business. Regardless of where it is, it is up to you to do the research up front so you know and are prepared to close the deal. If you can't find out on your own, there is certainly nothing wrong with coming out and asking them where they would like to go.

Look, finding the right location to close a deal in isn't about trying to "impress" them or anything, it's about finding a place where they will feel comfortable and at ease. The more comfortable the client feels the better chance you can properly close the deal.