A study about colonoscopies is about to make you better at sales.

Yes. Colonoscopies.

Researchers Daniel Kahneman and Donald Redelmeier studied how patients remembered unpleasant medical procedures. Interestingly, people’s memories weren’t simply an average of the entire experience.

They were heavily influenced by the most intense moment – and how the experience ended.

It became known as the Peak-End Rule. Later research even found that patients given a slightly less-unpleasant ending remembered the overall procedure more favorably.

No, I’m not suggesting your sales presentations resemble a colonoscopy.

Hopefully.

But think about how many good client meetings end like this:

You’ve spent 30 minutes asking questions. You uncovered something important. You shared a great idea. The client is engaged.

Then…

You start gathering your papers.

“Well, I’ll put something together and email it over.”

You shake hands.

And… scene.

Don’t waste the ending.

Before you leave, remind them of one important thing they told you, connect it to one idea you’re excited about, and establish one specific next step.

Something like:

“You told me getting more qualified applicants is probably your biggest problem right now. I’ve already got an idea rattling around in my head for that. I’ll work it up and bring it back Thursday.”

That feels different, doesn’t it?

It shows you listened. It creates anticipation. And it gives the meeting an ending worth remembering.

We spend a lot of time worrying about how to open a sales call. Maybe we should put a little more thought into the last 60 seconds, too.

Because apparently, the goodbye matters.

Even with a colonoscopy.