Cold Call

Tired Of Sweating the Cold Call? Do This.

Cold calls have turned into one of the most hated ways to contact new leads in business…

But the truth is at some point in your career you’re going to need to talk to a stranger cold. 

That’s guaranteed. 

The only reason people are afraid to make the cold call is because they don’t know what they’re doing. You’re scattered when you don’t have structure when making a call.

But when you’re not scared to hit the phones… 

You can only increase your chances of growing sales and becoming the best salesperson you can be. 


Are you ready to master the cold call? 

Why The Cold Call?

I find it insane that so many people are terrified of the cold call when all you’re doing is calling a new potential customer.

They’re just not expecting it. 

In reality, the only reason we think calling someone out of the blue is awful is because growing up we are taught that…

We have to be quiet…

We can’t bother anyone…

And especially not to talk to strangers. 

I’m going to let you in on a little secret…


And I’ll be the one to say it. Cold-calling someone without a plan is going to feel much colder than talking to a stranger on the street. 

Not only does fear get in the way of the call, but a lot of sales reps will underestimate the power of a good cold call

Even if you don’t close, an effective conversation over the phone will help you:

  • Learn who’s the decision maker in the company
  • Figure out what the prospect needs/wants
  • Set an appointment

You can do all of this and, with good sales training, get closer to closing over the phone. 


But before you can do that…

You need a strategy for the cold call. 

The Game Plan

The cold call process has five elements that when done correctly, will take you and the customer from cold to closing. 

The sooner you begin to understand the process of a good phone call, you’ll be able to take hold of a client’s attention and point them toward the close


The cold call process follows these five steps:

  • The Greeting
  • The Reason For Calling
  • Qualifying The Lead
  • Making The Appointment
  • Closing

During the greeting, you only want to say your first name and the office where you’re making the call. It’s essential to get these out of the way first, not just for manners, but to ensure your client isn’t hung up on who they’re talking to.

Next, avoid the small talk and tell them the reason for calling as soon as you can. Here, you can cut to the chase and make a big claim about what you’re selling so you can catch the client’s attention immediately. 

Then, qualify the lead. Here is where you’ll figure out what the customer wants or what problem they need solved. Bonus points if you find out who the decision maker in your customer’s business is…

(If it’s not who you’re talking to, you find out who wears the pants so you can actually close the deal)

As soon as you can, you want to make the appointment. This way you can move along the sales cycle and create a sense of urgency for your client. Always offer to meet the same day so you can convince them why they NEED your product. 

Then comes every salesperson’s favorite part: Closing. Ultimately, the better you get at the cold call, the more likely you are to close over the phone. Simple as that. 

Hit The Phones

I’m going to keep it real…

Mastering the cold call is not something that is going to happen overnight…

And it’s definitely not something that’s going to happen after your first call. 

The more you can practice the call and drill down the essential parts of the process, the easier it gets over time…


Mastering the cold call is not easy, but thankfully, I have an entire course about it on Cardone University, for anyone who wants to strengthen that muscle. 

To become the best salesperson on your team, it’s essential to know how to handle cold calls. I promise you with consistent effort and discipline…

It’ll become as easy as picking up the phone.

Be Great, 

Grant Cardone


Disclaimer: This content is intended to be used for educational and informational purposes only. Individual results may vary. You should perform your own due diligence and seek the advice from a professional to verify any information on our website or materials that you are relying upon if you choose to make an investment or business decision. Investment, real estate, and business involve great risk and there is no guarantee of performance or results.

We are not attorneys, investment advisers, accountants, tax professionals or financial advisers and any of the content presented should not be taken as professional advice. We recommend seeking the advice of a financial professional before you invest, and we accept no liability whatsoever for any loss or damage you may incur. 

Sales Training

Why You Need Sales Training

The first reaction from customers my team calls on is that they don’t need or want sales training. And, it is no wonder they feel that way at first. Training is a huge investment for business owners and salespeople alike. It requires time, effort, and — of course — money! 

But the fact of the matter is, people will feel that way about anything if they don’t know why it’s important.  

For that reason, this article goes in-depth about:

  1. How sales training improves every area of your life.
  2. Also, what a strong selling curriculum must include. 

With that in mind, I will start with the story of how sales saved my life… 

Why I am Passionate About Sales Training 

Believe it or not, I never wanted to become a salesman. I went to college for accounting. However, after college, I ended up working at a car dealership once I beat a years-long struggle with drugs. 


To start, no one showed me any practical methods to close a deal. Further, the only things my colleagues taught me were sales tricks that didn’t work — and even worse, were unethical. 


I discovered real sales techniques and strategies that resulted in more deals. Once I studied and implemented them, I quickly rose through the ranks to the top salesman at the company. 

The discipline and education kept me clean and improved my finances. From there, I began teaching others how to sell knowing how much it could transform their lives.

And here is how it can do that specifically… 

Sales Skills are the Keys to Personal and Financial Success

As you can see, fully committing to sales training turned my life around. Nonetheless, I can understand if you’re still unconvinced since you never had those exact circumstances…

So, the next sections will cover how professional development in sales can give you an upper hand with more common obstacles.  

Let’s start with one that affects all walks of life — the economy. 

Enough Sales Can Beat ANY Economic Downturn 

In a period of contraction, consumers get scared. Hence, they tend to hold on tighter to their cash. 

As such, sales professionals have to work harder to close deals — which is where sales training makes all the difference.

Training puts you in better control of customer interactions, so you can get them to make a decision…


Therefore, you must know how to outsell inflation to make it on the other side of tough times. This brings me to my next point why sales skills are so important… 

Sales Training Results in PREDICTABLE Revenue

By and large most sales jobs are on commission. This fact is a major argument people make against sales as a career because it’s “not a stable income.” That is simply because most people depend on luck to close deals

Consequently, that argument can be debunked immediately when an employee is trained.


On top of that, there is an opportunity to earn more when your compensation is based on sales. Nonetheless, learning sales can also prevent future career problems from popping up.

Know- How Breaks the Curse of “Burnout” 

There is a notorious event among sales professionals called the “90-day phenomenon.” 

Briefly, it is when a salesperson starts a job excited about their product and they close a few deals…

Then, about 90 days later, their sales performance hits a slump… 

Believe it or not, this person is not experiencing the myth of work burnout. They just stopped having consistent wins… 

Look, no one wants to keep doing something they think they’re bad at. But, training provides tools and solutions to get individuals — and sales teams — back on track.

All that being said, not every sales program is created equal. You want to make sure it covers all bases. 

Criteria for Effective Sales Training 

The perfect sales training platform establishes someone who never sold anything and sharpens a veteran’s skills… 

People and attitudes change. So, seasoned professionals require further education to stay up to date — even more so than new blood. 

Consequently, the right curriculum would be comprised of all of the following topics to be suitable for everyone… 

Sales Process

First and foremost, sales training program needs to include… how to sell! 

That means deep-diving into every step of the sales cycle:

  • Greeting
  • Fact-finding
  • Demonstration
  • Proposal
  • Sales Negotiation
  • The Almighty Close

A comprehensive program must cover all of these separately and as a whole. The reason is that each step carries its distinct nuances despite also working together. 

Additionally, one of these steps demands more attention than others because it’s the only one that pays you…

The close. 

An Arsenal of Closes

As I mentioned before, the sales step one must study the most is closing the deal. You can do everything else perfectly, but if things get sticky in the close… 


Furthermore, you need to have hundreds of scripts to ask for the sale in hundreds of different ways. 

Why? Because everyone is different and needs to be closed in a manner that addresses customer needs and concerns. The math is simple…

The more closing material you have, the larger number of people will buy from you. 

Similarly, no sales training is complete without guidance on mastering client objections…   

How to Handle Objections

Lucky for us all, there are only four types of objections to learn.

Time. Money. Stall. Or, product. 

Nevertheless, this subject must be covered thoroughly…  


Uncovering the unspoken objection takes the perfect balance of…

Confidence, a great attitude, and the ability to apply pressure. 

Therein is where sales training polishes the apprentice sales reps into a professional. No program should overlook this critical skill.

That being said, there also must be a built-in system for discipline and accountability…

Sales Role-Play Guide & Training Schedule 

Reading the theory of a topic is all well and good. But if you can’t turn around and use that material, you don’t fully understand it…

Whether you are a business owner, sales manager, or salesperson, your results depend on regular review and practice. 

For that reason, my sales platform, Cardone University, allows you to…

Set up training reminders, monitor progress, and suggest regimens for optimum ROI with the program. 

Additionally, students benefit from skills that are not exactly “selling,” but keep them in front of potential customers.

Let’s discuss those activities next.  

Direction for BEFORE & AFTER the Sale

There are two areas that salespeople neglect the most, but could easily double their income… 


Think about it. How much more revenue could you earn if you: 

  1. Had more leads. 
  2. Could cold-call confidently
  3. Booked more appointments. 
  4. And, had a strategy to sell customers who didn’t buy.

It would mean a significant boost in your take-home, right? Nonetheless, those sales strategies must be taught not taken for granted.

Make sure any sales training you inquire about has modules on customer acquisition and retention

Specialized Sales Training for Remote Teams

Earlier, we spoke about the importance of continued education and changing with the times. 


A recent example is COVID-19 teaching many businesses that being adaptable was the only way forward. 

Now more than ever, sales teams are working from home. And as you can imagine there is a big difference between selling skills in-person vs. online or on the phone. 

During the pandemic, my sales managers and I had to perfect this method to survive the massive shutdowns. We went through a rough trial and error period, so our clients wouldn’t have to.

Make sure your sales training provides you with tools for thriving now and in the future — for better or worse. 

How Sales Training Positively Impacts the WHOLE Company 

The last misconception I want to address is that sales skills only help salespeople. To be blunt, that is one of the most short-sighted things I have ever heard… 

If everyone in your company understood the fundamentals, not only would the sales department’s life be easier…


No matter how you dice it, it’s a win-win. 

But only if the sales training you choose has all the above criteria. And, I don’t know about the other guys, but I know Cardone University does…

Whatever you pursue — sales or otherwise — keep improving and be great.  

— Grant Cardone

Disclaimer: This content is intended to be used for educational and informational purposes only. Individual results may vary. You should perform your own due diligence and seek the advice from a professional to verify any information on our website or materials that you are relying upon if you choose to make an investment or business decision. Investment, real estate, and business involve great risk and there is no guarantee of performance or results.

We are not attorneys, investment advisers, accountants, tax professionals or financial advisers and any of the content presented should not be taken as professional advice. We recommend seeking the advice of a financial professional before you invest, and we accept no liability whatsoever for any loss or damage you may incur.



Keeping Momentum Through 2022

Here we are at the beginning of another new year. We made it through the holidays and year-end hustle ready to start fresh. But there’s an interesting phenomenon that I noticed happens this time of year. Salespeople start out the year with a strong number of sales. Then before we are even ninety days in, their sales tank. What happened and how do you prevent it? That’s what I’m going to answer for you here. I’m going to give you the key to keeping momentum through 2022 and every year after. 


keeping momentum 2022


Value Your Product More Than the Money


Money can be a great motivator for making sales initially. But it won’t push you to keep going in the long run. Being purpose-driven is the only way that you can ever be great at anything in life. 


Conviction is the difference between beginner’s luck and long-term success in selling. I have hammered on this point before, but I’m going to say it again. You have to be 100% sold on your product, service, company, your management, and yourself. 


Any drop in production is an indicator that you have uncertainty in what you’re selling. 


There is no other reason you are losing steam other than that–you have to know that fact first and foremost. Once you do, you’’ll be able to quickly bounce back from any dip in your sales by reselling yourself on what you offer. Become unreasonable about this point. That is the biggest part of the key to keeping momentum through 2022. 


keeping momentum 2022

Don’t Use “Tricks” in 2022


Tricks are for kids, not salespeople. I hear some of these “tricks” that salespeople pick up to get more sales. Stuff like crossing your arms when the customer does and other psychological mumbo jumbos. 


In short, don’t use them. They’re not ethical. A good rule of thumb is that if you would not advertise what you’re doing, don’t do it! If you’re tempted to use these methods, you’re not completely sold and need to revisit the point above. 


In conclusion, the key to keeping momentum through 2022 starts with you. Selling isn’t all about money. It’s about helping others with what you offer them. How does your product help your customers? What does your company offer that the competition doesn’t? What do YOU bring to your customers no other salesperson can? Get solid on those things, reinforce them when they waver, and your sales will dominate in the year ahead. 


Check out our courses on how to make more sales, improve your marketing and become successful at


Keep the Momentum.

Grant Cardone 

Grant as Santa Claus

How to Motivate a Team Through the Holidays

While the holidays are a time of joy and celebration for many, they can also be a source of stress for sales teams. Team members may find it difficult to stay motivated with all the additional demands on their time and energy (not to mention all of the holiday parties and events). We all tend to slack off sometimes when there are festivities, but this isn’t the time to slow down. Here’s how to motivate a team through the holidays:


Set achievable goals.

It can be easy to get overwhelmed during the holidays, especially if your team has a lot of work to do. To avoid feeling stressed out and unmotivated, set realistic goals that you can achieve within a reasonable timeframe.


Plan a post-holiday celebration.

What’s better than looking forward to celebrating all of your hard work than hosting a party for your team? Make it fun and let them enjoy a night to congratulate them. 


Address problems ahead of time.

If you’re aware of issues with a project (such as a tight deadline or an unrealistic workload), address them ahead of time by asking for help from other team members.


Give back.

This is a no-brainer! Your team will feel more motivated and stay engaged if they have the opportunity to give their time and skills to a worthy cause.


Reward good performance.

Recognition for a job well done is one of the best ways to keep people motivated. Suppose you have an incentive program in place. In that case, everyone must get credit when they do something worthy of recognition so that no one feels left out.


Recognize your team’s efforts.

Please make a special effort to recognize the contributions of your team members during the holidays. Let them know how much you appreciate their dedication and hard work throughout the year. It’s not too late to add something special in their holiday paychecks for working through December!


Celebrate success.

When your team meets its goals or completes a project ahead of schedule, take the time to celebrate its success. This will help keep them motivated to work even harder in the future.


Work on personal development.

Just because it’s the holidays doesn’t mean it’s time to slack off – it’s a great time to read sales books, complete extra sales training, surround yourself with positive reminders and make continued investments in yourself – because that’s the greatest gift of all.


I get it – there’s lots of fun around the office these days, but let’s keep in mind that our goals are our first priority. Don’t forget to give your sales team something to look forward to and keep them motivated so they continue to boost sales. If you want to learn about more motivation methods, check out my course at

Grant Cardone Work In Sales

Want To Work In Sales? Agree With Everyone

If you want to work in sales you’re going to need to do one important thing with your client–agree with them.


The world is filled with different beliefs and values that can be confusing, frustrating, and even angering. The best way to solve these problems is not through disagreement but by finding agreement. Agreement provides a common ground from which the parties involved can work together to find solutions. In sales, this means you need to try your hardest to find out what the customer needs before any talk of features, benefits, or other details takes place.


Once you have an idea about what they want, it’s much easier for them to decide because there’s no longer anything that stands between them and their goal. You also increase your odds of getting a “yes” if you agree with what they’re saying while at the same time showing that you understand their point of view. So, here are five reasons why agreement works in sales and how it will help you persuade anyone

Always agree with the customer. 


If you want an agreement, you’ve got to be agreeable with your customers. This rule should not be confused with the old saying “the customer is always right” because customers aren’t always right. Right or wrong, agree with the customer. Agree as you write the deal, don’t disagree and fight the deal. People who agree with one another move towards each other. “Opposites attract” does not happen in sales. In selling, likes attract likes and are born out of an agreement. 


It only takes one.


If there isn’t enough agreement between two parties, there’s no agreement at all. The truth is, it only takes one person to agree because once one opposing party agrees, there is no longer any disagreement. The salesperson who wants agreement must agree with the customer before achieving agreement. Just because what you think the customer says sounds ridiculous, agree with him. Agreeing is the road to more sales!


The agreement challenge


Practice this with a friend, family member, or work colleague. Try to agree with everyone you talk to for a single day. This is an essential rule of selling and needs daily practice. See, when you agree first, you can manage to direct the conversation the way you want. “Oh, this is too much money,” you say, “I agree it’s much money. Everyone who invests in this product agrees that this system is a big investment when they’re buying it. That’s why you should get it installed so it can start making you money right away.” See how good that sounds?



Soften your buyer


When you are working in sales you need to start your relationships with an agreement. Then you need to tell your prospective buyer about your product. Do it even if they only have 10 minutes to spare and you feel like you can’t present in such a short timeframe. You’ll come off as understanding, easy to deal with, and professional. Customers are more likely to respect you because you agreed with them, not because you were a rockstar at handling objections. 

The magic words


Suppose you want people to agree with your viewpoint. In that case, all you’ve got to do is agree with their position, opinions and step into their shoes. Customer service problems can be handled the same way. When you get a complaint, go ahead and agree with the complaint. “You guys screwed everything up!” the customer shouts. “I agree with you, sir,” you say. “Let me figure out how to correct it for you.” But if you tell him he’s wrong, you’re only adding gasoline to his fire of disagreements.


Agreement is the fastest route to getting your way! Do yourself a favor and practice agreeing with people. The three of the most powerful words in the English language are “you are right!” Two other powerful words in the English language are “I agree!” Agreeing with the customer means control for the salesperson, happier customers, and quicker decisions. Miracles take place out of an agreement.


Learn more powerful words and sales techniques at and master your sales skills.


grant cardone and dynamite

7 Lead Response Strategy Mistakes

Every day, businesses miss out on sales because a salesperson didn’t follow up with their leads or they forgot to give the prospect the information they wanted. I see it happen time and time again. You have to be on top of your lead responses every single day to ensure you convert 100% of your leads. Increase your chances of winning over leads by NOT making these seven lead response strategy mistakes.

1. Slow Responses


Studies suggest that more than anything else, there’s one thing that can get you to be more effective with a digital response. You have a 100% better chance at converting a lead online with speed. Speed is power. Respond to your lead and do it quickly.



2. No Defined Follow-Up Process


The way you respond the second time to a prospect should be different from the first. Figure out your follow-up schedule, how you will contact them, what will you communicate, how will you approach your prospect and so on. Having a solid process gives your team predictability, consistency and allows you to scale.


3. Assuming Your Lead Has Not Done Their Homework


Always assume your new leads have done their homework and are ready to buy. They read product reviews, company reviews, see your competition, and have questions, etc. Focus on correcting misconceptions: what they know, what they think, what they don’t know, and what they’ve looked at and not looked at before you start to convince them of your product and company.


4. Not Giving The Info Requested


One of the biggest lead response mistakes you can make is not responding to their questions or providing them with the exact information they requested. People trust what they see, not hear; that’s why they search the internet. Online buyers are informed AND misinformed, so it’s your job to give them the detailed information they need to make the best buying decision.


5. Forget They Still Need To Be Sold


Remember, it takes about eight tries to get back into contact with your prospect after they have visited your website. You cannot just throw an ad up online, hoping for a flood of leads to come in, respond to them once and think the job is done. People still need to be sold. To be sold, the prospect must be reassured and convinced they’re making the right decision at the right time. 



6. Assuming The Lead Is The Decision Maker


Assume that there is more than one person based on the one lead. Maybe someone in their environment is interested in your product/service. Find out who the decision-maker or influencer is. Companies that have 100 – 500 employees usually have up to 7 decision-makers. Know who has influence, who might influence the purchase or change the direction in some way.


7. Reply On Only One Form Of Communication


Use all the forms of communication out there; video, text, phone, email, DMs, and more. Find out a variety of ways you can locate your lead and follow up with them. Texting during a sales call can increase the closing ratio by 328%! Use every form of communication possible.


If you want to increase your closing rates by improving your lead response strategy, check out my Internet Lead Response Strategies course in Cardone University


#1 Thing Your Customer Will Pay For

The season of Black Friday and Cyber Monday sales is here. People are looking to get the most for their money. So you may find that your customers are particularly sensitive around price this time of year. Contrary to what you may think, the solution to this problem is not to lower your price. You just have to offer the #1 thing your customer will pay for. 


Read on to discover how to add value to your product without lowering your price. 


Why Your Customer Will Pay More for This


Before I tell you the #1 thing your customer will pay for, I will share with you why. People will pay more to feel good than a great product. In some cases, they will spend money on what makes them feel good over things they need. 


Entire businesses are built around this basic principle. Luxury and designer brands, the entertainment, and service industries immediately come to mind. Many times the products they offer are not significantly better than their competitors who have a similar offer at a lower price. The difference is the service. The company with the higher quality of service, not the lower price will win the sale.


How can you ensure that you always deliver quality service? You have to have a great attitude. 


Great Attitude is Worth More than a Great Product.


It’s pretty easy to see why a great attitude is the #1 thing your customer will pay for. When someone is positive and treats you like you can do something, you’re more likely to do it even if you’re unsure you can. The same is true with your prospective customers. Positivity = Results. 


Having a great attitude with your clients 100% of the time will earn you more sales or at least get you further in the sales process. You can do all of this without lowering your price. 


If you are having difficulty staying positive, check out my 100 Ways to Stay Motivated module on Cardone University to help maintain your attitude. 


Be Great. 

Grant Cardone

Persuasion Hero Image

How to Persuade Anyone

You could argue that “persuasion” is another word for selling. It definitely is a large portion of it. To get another person to do business with you will take some level of convincing. Being uncertain of this skill will, in turn, make you uncertain of your selling ability and income. In this article, you will learn how to persuade anyone— without any underhanded tricks.

Persuade Anyone

See Things Their Way FIRST


The first thing you need to do to be able to persuade anyone, and the first rule of selling itself, is you have to agree with the other person. You can’t get other people to do what you want if you make them feel wrong about how they feel. They will become defensive and more solid in their viewpoint. 


Agreeing with the other person is the most senior rule in selling and persuading others. 


This is not the same thing as the old saying, “The customer is always right.” However, you have to agree with them before you start to shift their viewpoint. And to actually change their perspective, you have to do the next step I’m going to share with you… 

Show Them, Don’t Tell Them 


People believe what they see, not what they hear. This is true now more than ever. No one will take your word no matter how honest a person you are. You shouldn’t take this personally, but you will need to handle it if you want to persuade someone. Their distrust of you is not their problem. It’s yours. 


Third-party information is extremely valuable here. Remember, you agree with them first. Use the line, “I agree. I thought the same thing until….”, and present information that supports your price, viewpoint, etc. Doing so builds trust, credibility, and value. 


Follow these two steps, and you’ll be able to persuade anyone. No one makes it in business or in life without the support from others. You need to have the skills to present your ideas and products to the world to be successful. If you’re interested in strengthening your selling and negotiation skills go to


Be Great.

Grant Cardone

Grant Cardone and Inflation

How to Outsell Inflation

Recent statistics show that American prices are surging at a higher rate than they have in the past 30 years. This is unfortunately not the first time this has happened, and it won’t be the last. But what can you do to not become a by-product of inflation or other economic problems?


You INCREASE your income. 


In this article, I am going to tell you how to outsell inflation. If you are interested in being invincible against inflation, keep reading.



Sell to Survive 


Selling is critical to survival when the economy is doing well. Unlike other careers, there is no limit to your income in sales. There is just one condition— you have to commit to becoming a pro at selling. The hairdresser has to be able to sell hair appointments. The baker has to sell cakes. No matter what you do, you have to be good at sales to be inflation-proof. Step one is to know that you are in sales and get good at it. 


Want More Rejection 


Why would you want more rejection? Because life is a numbers game. If you are going to outsell inflation, you are going to have to get in front of more people than ever. Hearing “no” more often is going to be natural as you get in front of more prospects. I want you to be so good about rejection that you want more of it. After all, every “no” gets you closer to a “yes.” 



Take Advantage of Shortages 


This doesn’t mean I want you to do something unethical like raising the cost of your product when supplies are low. What I do mean is look for ways that you can go above and beyond in the marketplace. I want you to do things other salespeople won’t do. Think about going to your prospect’s office instead of them coming to you. Meet with them outside of normal business hours. These things will make people more willing to do business with you and it will result in more sales.


This is how you get through bad times. It’s not the easiest thing to do, but it’s the only way to ensure you can survive any economy. Becoming a professional at sales will not fail you. Learn more sales tips and strategies through


Be Great,

Grant Cardone

Grant Cardone

3 Things that Will Make or Break Your Sales Process

Without a shadow of a doubt, the close is the most important part of the sales process. That is because you cannot be valuable to your customer until you close them— i.e they can’t benefit from your product or service. This step is also where you will get 100% of your income. I want to share with you the 3 Things that Will Make or Break Your Sales Process because it is so critical to your survival as a salesperson. 


If you do these things along with the rest of your sales training, you’ll be on your way to becoming a master of the close. 

1. Your Relationship with the Customer 


The first thing that will make or break you in the close is your relationship with your customer. You need to make sure that you close your customer at the right time. If you don’t have a good understanding of what their needs are, your deal can break down very quickly. 


I want to be very clear. I am not talking about being nice here. You have to be willing to apply pressure and “tough love” to your customer. When you are completely sold on your product or service, you will not be afraid of pushing them. You will know closing them is the ethical thing to do. That brings us to our next point. 


2. How Sold Are YOU?  


This second point on this list should probably be number one because it affects your whole sales process with every prospect. 


To the degree that you are sold is the degree to which you can sell others. 


You need to completely believe in what you’re selling. Your customers will sense any doubt you feel about your product, which will influence your ability to close. This isn’t only for the benefit of your customer, it benefits you as well. Knowing you are doing the right thing by closing others on your product will make you feel better about yourself. 


Sales training can’t make you great if you aren’t convinced your product is the best. 

3. Be with the Decision-Maker 


Finally, the last thing that can affect your close: Are you with the decision-maker? You can be pumped about your product and have a great rapport with who you’re talking to; but if you’re not talking to the person who can write the check, there will be no close. 


Earlier on in the sales process, there are tools to find out if you’re with the decision-maker. You should also be aware that there can be more than one. 


Know who the decision-maker is, you need to sell and close them. 


These are the 3 things that can make or break you in the close. As you can see, they are all things that you can easily overcome once you spot them. Learning the rest of the sales process is important, but you will only be rewarded in the close. 


To learn more about the theory of the close and scripts for every situation, check out the course at


Be Great,

Grant Cardone