Why Closing is Overrated—And What You Should Do Instead

The Myth of Closing in Sales

Sales professionals are often obsessed with the idea of "closing deals." It’s the skill that gets the most attention in training, books, and coaching. But what if we told you that closing is actually one of the most overrated skills in sales?

Why Closing is Overrated

Most salespeople believe that closing is the moment of truth—the ultimate test of persuasion and negotiation. But according to the video, closing should happen naturally if the sales process is done correctly.

Here’s why:

• Closing is the result, not the skill. If a deal is qualified correctly, the close takes care of itself.
• You can’t close an unqualified deal. If a prospect isn’t a good fit, no closing tactic will change that.
• The best salespeople don’t “close”—they guide. The sale should be a logical next step, not a forced decision.

What You Should Focus on Instead

Rather than mastering "closing techniques," top sales professionals focus on: ? Getting more at-bats. The more qualified leads you engage with, the better your chances of success. ? Asking for referrals. Warm introductions often lead to easier sales. ? Qualifying effectively. Ensure the prospect is the right fit before investing time in the pitch. ? Mastering the sales process. When done right, the sale closes itself.

Final Thoughts

The obsession with closing is outdated. If you put in the right groundwork—building trust, qualifying prospects, and guiding them through the decision-making process—closing becomes a natural step, not a stressful challenge.

?? What’s your biggest sales challenge?

?? Want to level up your prospecting game and fill your pipeline with qualified leads? Join the Sandler Prospecting Series, a virtual workshop designed to help sales professionals refine their approach, master new prospecting techniques, and consistently generate high-quality appointments. The next session starts April 1, 2025—reserve your seat today!