Tuesday Tuneup- #50
The movies lied to us!
Happy Tuesday everyone!
If you’ve been in sales for any length of time, you’ve probably heard this line a thousand times:
“Always Be Closing.”
It’s one of the biggest misconceptions in the industry. It’s ruined more careers, damaged more reputations, and led to more frustration than almost anything else in sales.
The idea that exceptional salespeople ‘CLOSE’ customers—that they push, persuade, or pressure their way to a sale—is a lie.
We’ve been sold a fantasy, a Hollywood version of sales where the slick-talking rep delivers a magic one-liner, and suddenly the customer throws their checkbook at them. Movies like The Wolf of Wall Street and Glengarry Glen Ross have made people believe that selling is about brute force and manipulation.
But here’s the truth: Great salespeople don’t close customers. They open them up.
The Best Salesperson I Know (Who’s Never Sold a Thing)
Let me tell you a story about the greatest salesperson I’ve ever met—my wife, Melissa. Now, Melissa isn’t a professional salesperson. She’s never read a sales book, never taken a training course, and has never worked a day in sales.
But she understands one simple principle: People don’t want to be sold. They want to buy.
A few years ago, we needed a second car. Being the budget-conscious guy that I am, I had my eye on a high-mileage used car because… well, I liked the price. But just for due diligence, we also test-drove a new one.
Here’s how the conversation went:
Melissa: Which one do you like the look of better?
Me: The new one, obviously. But I like the price of the used one.
Melissa: Which one drives better?
Me: The new one, but I like the price of the used one.
Melissa: Which interior do you like more?
Me: The new one. The used one has some stains.
Melissa: Which one is more reliable?
Me: The new one. It has a warranty, while the used one has some miles and weird noises…
Melissa: If the old one needs repairs, how much would that cost?
Me: I don’t know…
Melissa: Can we afford the new one?
Me: Yes.
Melissa: So why wouldn’t we buy the new one if you like it better in every way, it’s more reliable, and we can afford it?
Boom. Decision made. She didn’t sell me. I sold myself.
She never told me what to do. She never pitched me. She just asked the right questions, leading me to a logical conclusion based on what I actually wanted.
And that, my friends, is real selling.
How to Apply This in Your Sales Career
If you’re struggling in sales, feeling like you have to force people into buying, it’s because you’re focusing on closing instead of opening.
Here’s how to change that:
1. Understand That Your Customers Need Your Help
They’re confused. They’re unsure. They don’t even fully know what they want. That’s why they need you. Your job isn’t to convince them—it’s to guide them.
2. Identify Their Real Problem
Just like my car situation, price wasn’t really my issue. It was fear—fear of wasting money, fear of regret, fear of hidden costs. Your customers have deeper concerns than they initially express. Dig deeper.
3. Ask, Don’t Tell
Melissa didn’t say, “You should buy the new car.” She let me reach that conclusion myself. Try structuring your conversations like this:
What’s most important to you in a new roof/HVAC system/solar setup?
What’s been your experience with [similar product] in the past?
If you could design the perfect solution, what would it look like?
What concerns do you have about making this investment?
When people verbalize their own reasons, they believe them more than if you tell them.
4. Guide, Then Confirm
Once they’ve talked through their own needs and solutions, all you have to do is ask:
“Can you think of any reason why we wouldn’t move forward with this today?”
If you’ve done it right, the answer will be, “No, let’s do it.”
Hope for Struggling Reps
If you’ve been pushing, grinding, and feeling like sales is a battle, I have good news: It doesn’t have to be.
The best reps aren’t the ones with the flashiest pitches or the most aggressive tactics. They’re the ones who make people feel heard, understood, and empowered to make the right decision.
And here’s the kicker: When you sell this way, you don’t just close deals—you build trust, referrals, and long-term success.
So today, I challenge you: Practice selling with only questions. No pitches. No statements. Just curiosity.
Grab a co-worker, a friend, or even your spouse. Try guiding them to a decision without ever “selling” them. You’ll be shocked at how powerful it is.
Because in the end, great salespeople don’t close. They open.