Let’s talk about closing.
Lately, I’ve had a lot of conversations with clients who are doing nearly everything right: connecting with prospects, asking great questions, and positioning their services beautifully. Yet when it’s time to seal the deal, things sputter. The close stalls out, just like a car that’s been flashing “check engine” for three weeks.
The truth is, that blinking light never goes away on its own. You can keep driving, turning up the music to drown out the sound, but eventually… clunk. You’re on the side of the road wondering what went wrong.
In sales, your close is that engine. Ignore the warning signs and you’ll be left pushing your business uphill. But when you pay attention and tune up your technique, your close hums with confidence, clarity, and ease.
So, let’s pop the hood on what’s really happening when your close isn’t firing—and how to fix it.
Step One: Diagnose Before You Drive
Every strong close begins long before you ever talk about price or packages. It starts in the discovery phase, where you identify what’s really going on beneath the surface.
Think of it like that leaky water tank in Ghosts. The couple running the B&B knew it needed fixing, but they kept putting it off. They tried a quick DIY repair, ignored safety precautions, and ended up getting zapped while their guests went without water. Yikes.
Delaying the repair didn’t save time; it just made the problem worse.
The same thing happens when you skip discovery or avoid tough questions. Without understanding the root of your prospect’s pain, the “fix” you offer won’t hold.
Here’s how to diagnose like a pro:
- Get to the root of the problem. What’s really holding them back: in their business, their process, or their mindset?
- Identify the cost of inaction. What happens if they don’t solve this problem? Lost revenue? Stalled growth? Burnout? A revolving door of frustrated clients?
- Expose objections early. Have they tried something similar before? Why didn’t it work? This builds trust and surfaces barriers before they derail the close.
- Show the upside. Paint a picture of what life or business looks like once the problem is solved—the transformation that awaits on the other side.
This isn’t about rushing toward the sale; it’s about creating clarity and alignment. You’re not pushing… you’re partnering.
Step Two: Know When to Hit the Brakes
Once you’ve done the discovery, you’re ready to transition into your close. And here’s where confidence becomes your greatest asset.
You have to know your worth, your impact, and your ability to help this specific client. That means recognizing when the fit isn’t right, too.
Sometimes, the chemistry’s off. The client’s values don’t align, or you can already tell they’ll take up 80% of your time and energy for 20% of the results. When that happens, give yourself permission to walk away.
That’s what I call the no-offer offer. Saying “no” with grace and confidence because you know your time and expertise are valuable.
Confidence isn’t just about asking for the sale. It’s also about having the courage not to.
Step Three: Present the Opportunity—Not the Offer
Now, let’s say it is a fit. You’ve built trust, uncovered the pain points, and shown the potential transformation. It’s time to connect the dots.
This is where your language matters. Try this four-part flow:
- “I understand what’s holding you back.”
- “Here’s where you want to be.”
- “Here’s the solution you want.”
- “And here’s how we’ll get there together.”
It’s empathetic, confident, and client-focused—the perfect trifecta. You’re not “selling.” You’re showing the bridge between their challenge and their solution. One you’ve custom-built just for them.
And notice what’s missing: pressure. No pushy tactics, no “limited-time offers,” no desperation. Just clarity, alignment, and genuine belief in your ability to deliver results.
Step Four: Keep the Engine Running
Not every client will say yes right away… and that’s okay.
Some need to think it through, talk to a business partner, or crunch the numbers. But here’s the key: Before you hang up or end the meeting, book the next meeting right then and there.
That’s your client’s commitment, the small “yes” that keeps momentum alive. It prevents the dreaded “I’ll get back to you” limbo, where good deals go to die.
By securing that second meeting, you stay in the driver’s seat: guiding the process forward while giving your prospect space to make a confident decision.
Step Five: Channel Your Inner Ted Lasso
Think of Ted Lasso in that locker room… calm, certain, and full of belief. He doesn’t need to shout or prove himself. He trusts his instincts, believes in his team, and leads with heart.
That’s the kind of energy that closes deals.
When you approach your sales conversations with Ted Lasso-level confidence—grounded in empathy, clarity, and purpose—your clients feel it. They trust you. They lean in. And they say yes because they believe in the vision you’ve created together.
The Final Word: Confidence Is Contagious
When you believe deeply in your value, you stop “selling” and start guiding. You stop chasing and start choosing.
That’s the magic of closing with confidence. You’re not trying to convince anyone. You’re inviting them to invest in their own transformation, with you as their guide.
So, the next time your sales process feels a little sluggish, don’t ignore the blinking light. Pull over, pop the hood, and make the fix. Because once your close is running smoothly, everything else in your business starts firing on all cylinders.
Lynn Whitbeck is the co-founder and President of Petite2Queen. She is focused on identifying and evaluating opportunities for women at work, helping them define their personal roadmap. She dedicates herself to delivering tools and insights, embracing visualization of the big picture, and identifying and implementing the minutiae of detail. Lynn aims to share lessons learned along her journey and enable positive uplift for women.