Why my 80-90% close rate has almost nothing to do with closing

Around 80-90% of the genuinely qualified sales conversations I have end with the person becoming a client.

And no, it's not because I've got a clever closing script.

I don't "crush objections".

I don't use fake scarcity.

I don't try to back people into a decision they weren't ready to make.

In fact, by the time we reach the point where a decision needs to be made, most of what people call "closing" has already happened.

See, my job during a sales conversation isn't to convince someone that my offer is brilliant.

It's to understand exactly what's happening in their life or business, why it's happening and whether I genuinely believe I can help.

Sometimes I can.

Sometimes I can't.

And sometimes I COULD help but I don't believe the person or timing is right.

That's important.

Because a qualified conversation isn't simply a call with someone who can afford to pay.

It's a conversation with someone who has a problem I can help solve, wants to solve it now and appears willing to take ownership of the work involved.

When those things are true, you don't need to fake scarcity, generate urgency or use any of those crappy 'objection busting' closing techniques that make most coaches want to puke in their mouths.

You don't need to wrestle with people for an hour while you try to cut off every reason for saying 'no' that they come up with.

You don't need any of that.

You simply need to tell the TRUTH about what you see, explain how you can help and give the person space to choose.

So look, if you're constantly looking for a better way to close, perhaps closing was never the REAL problem.

Perhaps you need to become better at diagnosing, qualifying and being willing to say "No" before you ever ask someone to say "Yes".