Five Reasons Why Closers Fail

Photo by Cytonn Photography on Unsplash

Are you a salesperson? Are you a business owner and have a sales team? Have you ever wondered why you or your team isn’t closing deals as fast or as much as possible? If you answered yes to any of these questions, I have good news for you! I will share the top five reasons why closers tend to fail at sealing the deal.

№1. Lack of belief in the product.

If you are trying to sell something that you're not sold on completely, you will not convince someone else to purchase. You see, people don’t buy products; they buy a solution. One of the quickest ways to fix this is to become a customer of your own product. Build that belief and testimony. If the product makes a positive impact on your life, you're not going to be selling anymore. You are now sharing a story about this product and how it helped impact your life.

№2. Being “reasonable.”

If you or your team were completely sold on the product/service and how beneficial it is to your clients, why would you be reasonable? Let’s be honest. If you went to a dentist and needed to get an operation, and he/she negotiated on price while the dentist down the street did not, wouldn’t you question the quality of the service?

Another great example is luxury brands such as Louis Vuitton, Gucci, and Chanel. When you go inside their stores, do you see anything on sale? No. They know how amazing their products’ quality is. They are telling you that through their prices. Be like Gucci.

№3. Never attempt to close.

It might seem obvious, but this is a huge reason why you have clients slipping through the cracks. You rarely have a customer that walks in and says, “Hey, I want to buy this right now! I am ready to buy.”. More often than not, the potential customer is browsing, but they already know they want/need it in reality.

A great example is providing a free inspection and discovering that the person liked what you provided for free. One, they already showed you their interest by taking you up on that offer. Two, you already built up a rapport with them. Initiate the sale and close them!

Or someone calls you to learn more about your services. You give them a good explanation of what you do and provide a demo as well. If you don’t initiate that close by asking if they have seen enough to decide, you are losing deals that would be easy to close. You’ve already gone to the sales cycle, now finish it!

№4. The pressure is perceived as a bad thing.

Pressure should never be perceived as a bad thing unless you are doing something highly unethical and shady. Being consistent, persistent, and putting a little pressure on the deal is important, just as adding condiments to a meal you’re making. It belongs in the sales cycle.

№5. Shortage of closing material.

An underprepared salesperson will always lose deals and look unprofessional. Not having the contracts and sales order forms available, not having the product/service product/service information will be detrimental to your team's success.

Whatever you need to close in your industry, make sure you have it. What if you went to a car dealership and you found a car that you really wanted, but they didn’t have the right paperwork to handover the car?


These are just some of the many reasons why you or your sales team may be struggling with deals. With that being said, I highly encourage that you always keep a CRM (customer relationship management) program up to date to help you keep track of leads that are in your pipeline. Taking notes on why someone chose not to buy can help you pinpoint what is holding up closing that important deal more accurately.



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Eduard Voicu

I help growing businesses increase revenue, expand brand awareness, and earn happier customers. @iameduardvoicu