10 Reasons why Closers Fail

CQ breaks down the top ten reasons closers fail, pulled straight from mistakes he made himself before he learned to sell. He covers the big ones: never actually asking for the sale, being afraid of pressure and confrontation, not being fully sold on your own product, and blaming the customer instead of taking responsibility for the close. If you have ever walked away from a sale wondering what went wrong, this rundown will help you spot exactly where it happened. Press play and read along.

Hey, what's going on? Pile CQ here, half of the power couple. Welcome to another series of the Inner Circle Audio. Today, what we're going to be talking about is the word close.

What happens when you take the letter C, what do you have left over? L-O-S-E, you lose, right? I want to share with you the top 10 reasons why closers fail, okay? This is something that as I'm teaching you this, I'm also embedding into my mind because I want to make sure that every person that I talk to, everyone who's interested in my business, I close them out and they get started with my business.

That's really what I want to do and hopefully that's what you're going to take away from this and hopefully you can apply some of these things that I'm going to share with you as well as realize and become more aware of the top 10 reasons why closers fail, okay? This is important. So are you ready? Are you ready to learn this?

Are you ready to learn this? The top 10 reasons why closers fail? Because I am. I mean, I'm excited for it.

I'm pumped up and why shouldn't I, right? I got another day here. I'm alive. I'm sharing some content with you and hopefully you're going to enjoy the next 15 to 20 minutes of our sitting or outing here, okay?

So let's talk about it. Let's get right into it, okay? You see, I actually got very intrigued in learning how to close and into business when I actually was running a martial arts school with my wife. At the time, I didn't really know anything about selling.

I didn't know anything. about the power in selling, right? Literally, when you know how to sell, you literally can control your future. You can control your finances.

You can control everything, right? And the truth was, I didn't know anything, but I was intrigued. And I remember my wife, when she used to close out contracts in the karate school, she'd close out $1,000 contracts and even $3,000 contracts and upwards of $5,000 contracts or more. And every time I would see her do it, I would just be so intrigued how people would just pull out their credit card and get started.

So much so that I said, one day, I sat her down and I said, look, listen, can I ask you something? She said, yeah, what's up? I said, can you teach me how to close? Can you teach me how to close?

Can you teach me how you're getting people to say yes to you? Is it because you're pretty? Is it because you're beautiful? Right?

I was trying to kick some game there, right? And she said, no, I just know how to close people out. And I was like… Can you teach me how to do that?

I wanted to learn so badly because I knew, even though I wasn't getting any commissions from closing out those contracts, right? I knew the power in selling, even though I didn't really fully understand. And of course, I went through a lot of mistakes. I made a lot of mistakes.

I missed out on a lot of different types of people that I could have closed because I failed to realize something really important. And that led me to take away and you can begin to start making more money in your business. Is that fair? Is that cool?

Never Asking for the Sale

So let's talk about the top 10 reasons why closers fail. Number one, they never, never, ever attempt to close, right? This is the single biggest reason why people never close a deal inside of their business, right? They just never even try.

They make no attempt. Like, you know, I used to be this way. I used to be like, you know what? I used to talk, talk, talk, talk, talk.

And then I would never, have a call to action. I would never have a call to action. You know, it's actually funny because when, when me and my wife got started in our business and we started going through some of the training, we started to realize how a call to action is so important. You see, so many people are good at selling.

So many people are good at their presentation, but when it comes, when it comes to having people take a specific action, like pull out your credit card and get started, fill out the save and secure order form and click that button. That says, buy like a specific call to action. People just never even attempt to say it. It's almost like they're afraid.

And it's funny because it's only like 20% of the clothes yet. It's a hundred percent of your money. It's where all of the money is going to be made. If you're going to spend time selling someone on your business, your business opportunity, the products you're selling in your business, whatever the case may be, ask them for the sale, ask them for the sale.

So if you can automatically just stop, start asking for the sale, you will avoid falling into the top 10 reasons. The number one reason why closers fail, right? Why, why people fail to close other people in their business. Important, right?

It is important and it is crucial. I think the reason why people normally don't ask for the sales because they're afraid of rejection. They're afraid of rejection. It's a truth.

I mean, I used to be afraid of rejection. I used to be afraid of rejection. I used to be afraid of rejection. I was afraid of people saying no to me, saying no to my business, saying no to my product.

I was afraid, but you can't be afraid. You can't. It's important for you not to be afraid if you really want to make money inside of your business. It's really important.

So you got to stop being afraid. You got to be okay with rejection. Look, listen, Hey, there's, you know, you're going to face rejection. You're going to face rejection.

You're going to face rejection. You're going to But what's worse facing rejection, right? Which most of the times you won't ever know unless you ask for the sale because maybe the person is ready to buy, you know, actually, you know, when me and my wife were out, when we had, we sponsor one, one of our team members, right? Which by the way, shout out to Natalia.

You're awesome. Okay. And, um, when we got started with her, I never asked for the clothes. You know what she said to me?

She said, Oh, you guys are so nice. If I were you, I would have just asked you guys to pull out your credit card and get all in. And I was like, at that moment, I was, it was funny, but it was frustrating because I could have closed the deal, but because I never asked for the sale, it never happened. She was literally telling me what I should have done to her, but it was too late.

She had to go. She had to keep, she had to keep going. She had to keep moving. And because of it, it prolonged her from getting all in.

It was so important yet. I didn't ask for the sale. Can you believe that? Can you believe that?

Why? Cause I was afraid of rejection. I was afraid of what they were going to say. I mean, isn't that crazy?

Isn't it crazy, right? So you just have to close the sale, right? You gotta be willing to attempt the clothes. Even if they say no, you'll be shocked.

The number of people that you will close, just because you asked. Asking is so powerful because if you don't ask, how would you, how are you ever going to know what the outcome could have been? How are you ever going to know? But you'll be surprised how many people you will close just by asking for the sale.

Believing Pressure Is a Bad Thing

So let's move on to the second reason why closers fail. Because they believe pressure is perceived as this bad thing, right? They think that pressure is bad. I used to think pressure is bad, but you know what?

It's funny. I listened to one of these guys, really great guy at sales training. And he says, you know, one time he was pressuring the guy for the sale, right? And the guy's like, hey man, are you pressuring, man?

He's like, no man, don't mistake my enthusiasm as me trying to pressure you for you to go ahead and get started. Cause I'm excited for you, right? But pressure is not a bad thing. I mean, some people may think differently, but you know what?

The closer, has been taught that pressure and being insistence is the wrong thing. It's like rude or something. It's not appropriate, right? Due to their upbringing or whatever the case is, right?

But the truth is you have to pressure people. Why? Cause people are trying to run away every single day. They never want to make a commitment.

They never want to make a decision. They always, always want more time to think about it. Look, people have been living their life like that for a while now. You got to get people to make a decision.

Get people to make a decision. People are always going to want to run away from making a commitment. They're always going to run away from making a decision. It is your duty and your obligation to get people to make a decision, whether it's yes or no, whether it's yay or nay, get them to do it because people don't like coming to make decisions, right?

Get them to understand how to make decisions, right? So they believe pressure is a bad thing. You know, I, this is a funny story, but I actually got to upgrade. I was able to upgrade, uh, my body, right?

Simply by being, by adding pressure. And you know what? They thanked me right after, you know why? Cause sometimes you have to pressure people into making decisions because if you don't, then they never make it.

You know, I'm not saying to do it to everyone, but I'm saying just understand when that happens, understand that it's not a bad thing. You should pressure people to get, you know, ask for the sale. Why? Because it is your duty and obligation to help them succeed.

And if no one, else is going to help them make a decision, they're certainly not going to make one on their own. You have to be their savior. You have to be the one that gets them to finally commit to something so they can actually have a chance at succeeding in life, right? The third one is unwilling to deal with emotions.

Avoiding Confrontation and Emotion

Heck, I'll be honest with you. When I got started, I was 100% afraid of confrontation. I was afraid, which means that if the conversation didn't go smooth, if people didn't want to buy, just, you know, just willing, willing, wanting to buy from me, I was afraid of confrontation. I was afraid to deal with emotions.

But you know what? Emotions is a great thing. You know, my father-in-law said, you know, every time there's a confrontation or every time there's an argument in a relationship, it gives you an opportunity to bring both of both parties closer together. It gives an opportunity for the relationship to become better and to be able to blossom into something better, right?

So we got to be okay with dealing with emotions. I mean, you're going to deal with emotions when you're, when you're, when you're selling your business, when you're, when you're doing a presentation, when you're doing a new member's coaching, right? People are going to confront you. You know, the truth is most objections are not even true.

It's people trying to, they're just basically trying to see if you're serious, right? It's basically just them just justifying why they should or should not do it, right? Why they shouldn't do it, should I say, right? So that's the third one, which is basically unwillingness to deal with emotions, right?

I mean, are you, I mean, who cares about emotions, right? It's okay. Like just be okay with emotions, right? You got to, you know, just, just develop emotion, emotional intelligence.

You know, if people say no to you, if people don't want to do it, if people just be okay, what is, you know, we got to get out of this little cocoon that we're in and we got to just step out and do it. Okay. So what's the fourth one? Lack of belief in the product.

Not Being Fully Sold on Your Own Product

So important. Are you completely a thousand percent sold on your product that you're selling in your business? Are you a thousand percent sold that this is the thing that's going to change people's lives? That's going to help them succeed.

That's going to help them make a lot of money. Are you a thousand percent, but do you believe in the product? Because if you don't, how can you sell something you don't believe? It is very difficult to sell a product that's thousands of dollars, which is what the money that you want to make, right?

You came here to make life-changing income, which is why you start selling it. You start selling it because you started your business, didn't you? So, so if you want to make a thousand dollars, a thousand dollars or more, you have to have belief in your product. Even if you want to sell something at the lowest level, at the basic membership, you have to be willing to have a thousand percent belief in your product.

What happens when you don't have belief in your product? You don't sell it. Look, if you don't believe in your product, you're not going to, you're not going to go after, you're not going to persist until you succeed. If your customer says, no, it's okay.

I'm not interested. You're probably going to say, okay, no problem. Have a nice date. But when you believe in something, it's almost like, you know that they have to have it.

And because of it, you're not taking no as an answer. You're going to fight for them until they say yes. Cause you really believe in your product so much so that, you know, it's going to help them so much though, that if they say no, they're hurting themselves more. And you just can't, you can't see that happen.

Underestimating What a Small Sale Is Worth

You want to help people out, don't you? All right. That's the fourth one. The fifth one is corrective estimation of effort.

This is important. A lot of people, sometimes they, they miss, they don't, they, they, they miss, they underestimate the effort that is required to closing someone out, right? They don't, they don't plan everything out. They don't, they don't understand that the effort that they need to put in and closing a customer out, right?

Because here's the deal. If you're selling something for $7 or $25 or something at a basic level, you have to understand when someone's looking at your business, so they're looking at a sales video and you're in, and they're about to buy something like, even though it's seven or $25, I best believe that them pulling out their credit cards from their wallet, it feels like it's a million pounds. So if you can get them to buy something at the basic level, right? Then guess what?

They're more likely to buy something, you know, they're more likely to buy more stuff from me, right? But sometimes we miss, we, we, we underestimate how powerful it is to get someone to buy something at the $7. Like for example, like if you're talking to someone and they're interested in buying something, but then at the end of the day, they don't buy your $7 thing or $25 basic level thing in your business, you're okay with it. But what if you, what if that $25 or $7 thing would turn into thousands of dollars for you?

Would you be honestly okay? Letting that one go by, which is the reason why you have to plan. You have to understand. It's not just a $7 trial.

Being Too Reasonable With Prospects

It's not just a $25 sale. Don't underestimate it. Okay. The sixth one is being reasonable, right?

Sometimes we ha we, we have this notion that we have to be reasonable, that there's a certain way to do it. And there's a certain, you know, sometimes you have to be unreasonable. You have to be willing to do the unthinkable, right? In your business, of course, if you want to succeed.

And the reason why a lot of people fail, it's because they're reasonable. They're okay. You know what? Oh, I can't do it because I just don't have the money.

You have to understand where I'm coming from. Okay, no, that makes sense. Logically, that makes sense. Yeah, I understand.

But no, you can't. Sometimes, and this goes back to believing in your product. When you believe in your product a thousand percent sure and the person tells you they don't have the money, they can't afford it, they're in a tough situation, that's when you become unreasonable because you say to yourself, no, you need to have it. And you start doing unreasonable things to get them to buy your product, not because you want the money so much, but because you believe in it so much with all of your soul, with all your mind, that you know that it's really going to help them out.

Having No Financial Plan in Place

So you become unreasonable, right? But a lot of people are reasonable, right? Let's go to number seven. No financial plan in place.

Let's talk about what this means, right? So no financial, plan in place, number seven, okay? What does this really mean? The average person who's in business doesn't not underestimate the amount of money they need to make in order to live the life that they truly want.

A life of freedom, a life where if anything bad happens, it's okay. It's not going to rumble them. It's not going to shake them up, right? And a lot of people don't plan for this.

And because of it, they're okay with missing sales. They're okay with people saying no. They're okay with having someone interested and then all of a sudden deciding not to buy. They're okay with people making excuses.

But if you don't have a financial plan in place, you're not going to know how much money you need to make, the plan that you need to make to live the life that you want, to provide for your family, provide for your wife, then it'd be a different story. It'd be a different story, wouldn't it? Right? Wouldn't it be a different story?

Just think about this for a second, okay? Think about this for a second. If you knew exactly how much you needed to do in order to have the freedom that you want, then all of a sudden you would treat every sale differently because you knew that every sale is going towards your financial plan. But if you don't have a financial plan, it's not going towards anything.

You treat it as it is. And it's not just a sale. It's your freedom. All right?

Treating Complaints Like Objections

Let's go to the eighth one. And it's handling objections that are only complaints. Handling objections that are only complaints, right? So what does this mean?

So salespeople have been taught to handle objections for years that are not objections at all. They're just complaints. They're merely complaints. So let me give you an example of this, right?

There's a couple of ways that I was learning. Of course, I'm educating myself as well. I'm learning. I'm constantly learning.

I wasn't born understanding these things, right? But like, for example, let's say they say, well, I love to do it, but I just honestly, at this moment, it's not a good time. Okay, great. I understand.

It's not a good time for you. Well, that's the reason why I should do it anyways, because when is going to be a better time than now, right? So it's like acknowledging it as just a mere complaint. Like you don't have to handle every objection.

You don't have to strategically try to help them understand. You don't have to do that. Just acknowledge it as a complaint, because really all objections sometimes are complaints. I mean, they're just complaints.

So just acknowledge them as complaints, you know? So, I mean, that's important because if you use your time every single time you throw an objection to try to handle it as an objection rather than a complaint, you're going to waste a lot of time. And then eventually you're not going to get the sale, right? So just handle complaints as complaints.

You don't handle, you know, you don't have to answer every objection. Like you don't have to answer them. Just acknowledge it and then close them, right? The ninth one is, it's important, right?

Running Short on Closing Material

Which is a shortage of closing material. You see, last year I made a, I made an investment to learn more sales material. I wanted to have a bigger arsenal, right? And so should you because this, our entire life is really made out of sales.

I mean, people are either selling you on their ideas or you're either, you're either selling them on your ideas. You're either on the receiving end of buying, you're either on the receiving end of buying, you're either on the buying stuff or you're on the, you're on the other end of selling things, right? You're either creating your economy or you're part of someone else's economy, economy, which is important because every time you're about to close someone, you never want to be at a shortage of, of having arsenal. Like if someone tells you something, you want to be able to respond in a way where you can counteract it.

And because of it, you get them to close, you close the sale out, right? So a lot of salespeople, like I, you know, it's funny and this is really funny because, you know, have you ever had someone introduce themselves? They're like, yeah, well, my name is, you know, John and I have 36 years of sales experience. And it's almost like, dude, well, 36 years, you'd, you'd expect that you're a master.

And just because someone has 36 years in something does not necessarily mean that they're good. Does not necessarily mean that they're superb. Does not necessarily mean they're a master because if they have not been investing into their sales education, they have not been investing into themselves, then how can they honestly be that good? I mean, really, they probably are okay, but they could have been a lot better if they just invested into sales.

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Blaming the Customer Instead of Taking Responsibility

I don't they believe that the customer is the reason why they couldn't close the sale. Like, have you ever gotten off a phone call or, you know, you've sent an email and then the person says, well, nah, nah, I'm going to do it. Well, maybe I'm not ready. I'm not ready, right?

They say, no, no, no, no. At the end of the day, it wasn't the person's fault. It's always going to come down to you. It's always going to be your fault, okay?

It is. You have to take personal responsibility, right? So instead of saying it's the customer wasn't ready, the customer just was not a good, it was just not the right person for my business. You know, although you do get some people who are just not, honestly, just time wasters, right?

People who are not coachable. But what I'm talking about, most of the sales, I'm not talking about those, but I'm talking about the other sales that you could have closed, but because you didn't understand it and, you know, you just thought it was the customer's fault. Oh, it was the customer. It wasn't ready to buy.

You know, oh, they're not willing to buy. But the truth is next week, they're going to buy from someone else and they're going to buy an inferior product and they're going to buy from someone that probably doesn't even care the same way you care. So how about you stop saying it's the customer's fault and you say, you know what? It was my fault.

What do I need to do to learn from this? What can I learn from this? How come I couldn't close them out? What did I do wrong?

Right? Do some reflecting thinking. So that's the top 10 reasons why people, I'm sorry, that's the top 10 reasons why closers fail. So now you understand what not to do.

Now, go and do it.