Tuesday Tuneup- #61
Use This Proven 6-Step Framework to Increase Conversions and Close More Deals
If you’ve ever stumbled during a sales call or walked away wondering why a prospect didn’t convert, you’re not alone. Closing is a science — and few people break it down better than Alex Hormozi in his now-famous CLOSER Framework.
Whether you’re selling high-ticket services, software, or anything that requires a human touch, the CLOSER framework helps guide your prospect from curiosity to commitment with structure and purpose. It’s especially useful for founders, solopreneurs, and sales teams looking to sharpen their pitch and streamline their process.
Let’s break it down — and show you exactly how to apply it in your business.
What is the CLOSER Framework?
CLOSER is an acronym that stands for:
Clarify the problem
Label their emotional state
Overcome objections
Sell the vacation (not the plane)
Evaluate the decision
Reaffirm the commitment
Now let’s explore how each step works — and how you can implement it.
1. Clarify the Problem
Before selling anything, you need to understand exactly what your prospect is struggling with. This means asking high-quality, open-ended questions like:
“Walk me through your current situation.”
“What’s the biggest challenge you’re facing right now?”
“How is that affecting your business/life?”
Your goal here is to let them talk. The more they express their pain, the more emotionally invested they become in solving it — with your help.
Your Action: Develop a list of 5-7 probing questions you or your sales team can ask on every call. Make it standard.
2. Label Their Emotional State
Now that they’ve shared their problems, help them name how it feels.
“It sounds like that’s been pretty frustrating for you.”
“That must be stressful — has that been affecting your team morale?”
Why this works: people buy with emotion and justify with logic. By acknowledging their emotional experience, you show empathy and build trust.
Your Action: Train yourself to listen for emotion behind words. Practice labeling emotions in roleplays or calls.
3. Overcome Objections (Preemptively)
Most salespeople wait for objections at the end. The best salespeople handle them before they’re even spoken.
If you know your prospect is likely worried about budget, timing, or implementation, bring it up before they do.
“Now, I know you might be wondering if this will work in your [niche/industry]...”
Your Action: List the top 3 objections you hear most often — and script a confident, empathetic response for each one.
4. Sell the Vacation (Not the Plane)
People don’t buy coaching. They buy confidence. They don’t buy software. They buy saved time.
Instead of walking through features or deliverables, focus on what life will look like after working with you.
“Imagine having a team that handles all this for you, while you focus on growing the business.”
“You’ll finally have clarity — no more second-guessing your marketing.”
Your Action: Write 3 transformation-based benefits your product delivers — avoid tech specs or logistics.
5. Evaluate the Decision
This is where you slow down the call and help your prospect weigh their decision with your guidance — not pressure.
“So based on everything we’ve talked about, where do you feel this fits into your goals?”
“Is there anything that would stop you from moving forward right now?”
This keeps the conversation grounded and gives you clarity on what’s really holding them back.
Your Action: Add 1-2 reflective questions into your call script to pause and co-evaluate with the prospect.
6. Reaffirm the Commitment
If they’re ready to buy, don’t just take their payment and run. Anchor them into the why.
“I’m excited — this is a big step toward finally [insert goal]. Let’s make this happen.”
“Welcome aboard — you made a smart move. I’ll walk you through exactly what’s next.”
A confident reaffirmation reduces buyer’s remorse and sets the tone for a strong onboarding experience.
Your Action: Create a short onboarding script or welcome email that reinforces their decision and celebrates it.
Final Thoughts
The CLOSER Framework isn’t about manipulation — it’s about guiding the buyer through a logical and emotional journey that ends in mutual benefit. Use it ethically, consistently, and with genuine care for the prospect’s outcome.
Start by implementing just one letter at a time into your sales calls. Over time, you’ll build a sales process that converts without feeling pushy — and that’s what true closing is all about.