Part One: Salespeople vs. Closers
The Key Difference: Salespeople vs. Closers
One of the most powerful lessons from Closer School is the distinction between a Salesperson and a Closer.
A salesperson can influence someone to do business with them, often without encountering objections—especially in the first meeting. However, a closer expects objections, embraces them, and overcomes them to secure the deal.
The Mindset of a Closer
The best salespeople are never surprised when they hear “no.” Instead, they anticipate objections, prepare for them, and have the confidence to overcome them. Most people need to toughen up in the sales cycle—don’t be afraid to face objections head-on.
Objection Mastery
Objections are a natural part of sales. The key to success is handling them with confidence and strategy. Here’s how to respond to the most common objections:
1. Price Objection: “I can’t afford it.”
Reframe it as an investment, not a cost.
Amateurs talk about price—professionals focus on value.
Sell to the WANT—every person has a desire, no matter their budget. Paint a vivid picture of tangible and intangible benefits.
2. Timing Objection: “The timing isn’t right.”
Time is never perfect. If they hesitate now, they will likely hesitate again in six months.
Momentum matters—for every day they delay, they lose 10% of their progress.
3. Competition Objection: “We’re also looking at others.”
Use the Benjamin Franklin approach: Lay out the pros and cons.
Shift the conversation to what makes you different and the specific results you deliver.
Remind them: Success isn’t just about the product—it’s about the person working for them. Position yourself as their trusted advocate.
Part Two: Negotiation Skills
One Key Insight: The Myth of "Winning"
Many people see negotiation as a win-lose battle. But the most successful salespeople focus on creating win-win solutions where both parties feel valued.
When you negotiate only for yourself, you may win a small victory but lose the larger opportunity. People want to work with those who look out for them, not just themselves.
How to Create Win-Wins in Negotiation
If you try to win every battle, you will eventually lose the war.
Many people believe there must be a “winner” and a “loser”—that’s a scarcity mindset.
Identify your non-negotiables early. What do you absolutely need in this deal?
Use the “Top 10 List” strategy—ask, “If we can meet these needs, do we have a deal?”
Focus on outcome-based negotiation—agree on specifics upfront, rather than gambling on the backend.
Why You Shouldn’t "Discount" Your Services
Discounting attracts high-maintenance customers.
Instead, increase perceived value rather than decreasing price.
Hard Selling vs. Soft Selling
Hard Selling: Close now or lose them. Limited-time offers.
Soft Selling: Persuasion and emotional intelligence guide the sale.
Pressure Selling: If you don’t close now, you probably never will.
Nothing happens until something is sold.
The Benjamin Franklin Approach – The Science of Persuasion
Outline the pros and cons—show why you’re the best choice.
Be honest, but strategic—guide the prospect to their best decision.
Part Three: The Takeaway Close
One Key Insight: Knowing When to Walk Away
One of the biggest mistakes salespeople make is chasing every deal at any cost. Instead, the best closers know the value of what they offer—and are willing to walk away when necessary.
Your gut instinct is usually right. If a deal doesn’t feel right, don’t force it.
The Takeaway Close as a Strategy
The Takeaway Close can be one of the most powerful tools in sales. If a prospect hesitates, sometimes removing the offer creates urgency and forces them to act.
Hard Selling vs. Soft Selling
Hard Selling: Close now or lose them.
Soft Selling: Build trust over time.
Pressure Selling: Urgency matters—most deals that don’t close immediately never do.
Emotional intelligence determines when to push and when to pull back.
Why Do Salespeople Fail to Follow Up?
Many salespeople struggle with follow-ups because they:
Lack confidence.
Have no clear differentiation—they don’t stand out.
Can’t explain their value in simple terms.
Position themselves as “inferior” to the prospect.
Have no structured follow-up system—success requires 7-15 touchpoints.
Don’t do the heavy lifting to challenge the client.
Fail to elevate their status in the market—if you’re seen as “just another option,” why should they choose you?
How to Build Confidence in Your Follow-Ups
Ask yourself these questions before every follow-up:
Are you the expert?
If yes, challenge your prospect and make them rethink their choices.
Do you believe in your product or service?
If yes, remind them why it’s different—and use social proof to reinforce your credibility.
Are you just as good (or better) than your competition?
If yes, protect your prospect from making a bad decision.
Is the prospect going to use someone?
If yes, it might as well be you.
Sales success isn’t just about closing deals—it’s about creating value, mastering objections, and guiding prospects toward the best decision with confidence.
To become a top closer, you must:
✔ Challenge prospects instead of just influencing them.
✔ Focus on win-win negotiations rather than quick wins.
✔ Master the Takeaway Close—don’t be afraid to walk away.
✔ Follow up with conviction, not desperation.
By adopting these strategies, you won’t just close more deals—you’ll earn trust, build lasting relationships, and establish yourself as the go-to expert in your field.