Everyone has the ability to close a sale within them. If you’re in charge of selling and know you need to improve your closing success, these seven pointers will help you. They’ll also support you in creating a strong, effective sales funnel that guides potential customers through their journey to becoming loyal clients.

1. Believe in the Value of What You’re Selling

This is the most valuable piece of advice you can take from this blog. For years, I said I wasn’t a coach. It wasn’t in me. Even when someone asked me to be their coach, I’d talk them out of it.

I’d push them to other coaches, thinking anyone else would do a better job. But then I’d get frustrated when clients came back with generic advice or strategies that didn’t suit their goals.

I had to learn to own the fact that what I offer is a valid solution for the right clients. Not every client, because we all need different things, but for the people who need my approach, it’s exactly what they’re looking for.

When I started to believe in what I was selling, everything changed. I could speak confidently about what I do because I truly believe it’s valuable and worthwhile.

You need to believe in what you’re selling. If you don’t, people will sense it. They won’t trust you, or worse, you’ll talk them out of buying from you.

2. Show You Care From the Start

When you first talk to someone about what you can offer, connect with them as a person, not a prospect. In old-school sales terms, this is called building rapport, but it’s about more than small talk.

Some people need a lot of connection before they’re ready to talk about business, while others jump straight into “this is what I need.” Follow their lead. Rushing this step can feel impersonal and leave them wondering if you care about their needs.

By allowing people to set their own pace, you create trust and make it easier for them to open up about how you can help them.

3. Find the Gaps

To create an effective sales funnel, you need to understand your customer’s needs. Often, they don’t know the full picture themselves. Asking the right questions helps you uncover gaps in their current approach or challenges they haven’t identified yet.

Finding these gaps often involves offering value upfront. You might share advice, suggest solutions, or explain steps they could take. Yes, they might take your advice and go elsewhere, but you’ll also build trust and demonstrate your expertise.

For example, someone recently approached me about managing Google Ads. After a few questions, I realised it wasn’t the right fit for her right now. Instead, we identified other areas to focus on first. I may have lost a sale for Ads that day, but I gained a client who trusts my advice, and that’s invaluable.

4. Don’t Be Afraid to Share Your Mistakes

Being open about your mistakes makes you relatable and removes any sense of perfection. It also helps people feel less self-conscious about their own challenges.

For years, I’ve shared the story of how I lost my first client just six weeks into starting Identify. I’d tried to handle a part of the business I wasn’t suited to, and it taught me the importance of asking for help.

Sharing these stories makes you more approachable and trustworthy. People don’t connect with a polished, unrelatable persona. They connect with real humans who admit to learning from their mistakes.

5. Allow for Uncomfortable Pauses

Give people time to think, process, and commit. This was one of the hardest lessons for me to learn. The first time I practised it, I failed miserably. But it’s worth it.

Allowing someone to sit with their thoughts shows respect for their decision-making process. If you’re desperate for sales, postpone the meeting. Desperation is off-putting and undermines trust.

Learning to wait and let them speak is far more effective than trying to rush or push them into a decision.

6. Identify the End Goal

Every effective sales funnel is built with a clear end goal in mind. What does success look like for your customer? What are their overarching motivations?

Understanding their big-picture goals allows you to tailor your solution. Whether they want to save time, increase sales, or work smarter, show them how your offer helps them achieve those goals.

7. Let Them Tell You What They Need

At the end of your meeting, summarise what you’ve discussed and thank them for their time. If asking for the sale feels uncomfortable, simply list the needs they’ve shared and ask if you’ve missed anything. Then, ask if they’d like to hear your solutions.

This approach feels natural and gives them the chance to express interest without feeling pressured.

Sales Success Is a Journey

Selling is a skill you can develop over time. By believing in what you sell, showing you care, finding gaps, and guiding your customer with respect, you’ll create a sales funnel that works for both you and your clients.

If you’re ready to take your sales funnel to the next level, a clear strategy can make all the difference. Plus we DO check your offers, core messages and your basic sales process. 

Learn more about my Marketing Strategy Intensive here and let’s create a plan that works for you.