Sep 17, 2026 · 8 min · 8 segments
Most people think closing is about saying the magic words at the end of the call. I think that idea has done more damage to coaches and consultants than almost anything else in sales. I'm a former…
Jason MossHost
There's this idea that like your job is to say some magic words or some script that you like found from some amazing sales coach.
And then if you just say the perfect thing at the end of the call, that's going to close them and you can like get off the call and like chest pump and feel really good about yourself.
So I've always thought about sales very differently than this, which is your job in a sales call is not to close someone.
If we actually zoom out and look at the bigger picture here, the close happens long before that moment.
So the first 20 to 25 minutes of a sales call, which I call the discovery, are really where you're asking questions to help someone connect to a specific set of buying beliefs.
And when you ask really good questions, the close becomes like the obvious next step at the end of the call.
So what are these things that we need to connect someone to? Well, there's five of them.
There's this idea that like your job is to say some magic words or some script that you like found from some amazing sales coach.
And then if you just say the perfect thing at the end of the call, that's going to close them and you can like get off the call and like chest pump and feel really good about yourself.
So I've always thought about sales very differently than this, which is your job in a sales call is not to close someone.
If we actually zoom out and look at the bigger picture here, the close happens long before that moment.
So the first 20 to 25 minutes of a sales call, which I call the discovery, are really where you're asking questions to help someone connect to a specific set of buying beliefs.
And when you ask really good questions, the close becomes like the obvious next step at the end of the call.
So what are these things that we need to connect someone to? Well, there's five of them.
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