As Seth Godin says,

We focus on the thing that happened just before the end. And that’s almost always an unimportant moment.

And in your sales process, this means that you rarely blow it by not being a good “closer” – whatever that’s supposed to mean.

When your prospect doesn’t turn into a client it’s way more likely to be because…

🤔 They’re not your ICA
🤔 You appeared less than confident
🤔 They haven’t seen you much before
🤔 They didn’t believe it’ll work for them
🤔 You didn’t ask them the right questions

Forget hard-selling.

Everything that came before has already made up their mind.

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