The 2 Closes

There are two closes in every sale; the emotional close, and the money close. You cannot make the sale without both. Period.

The sales (enrolment/discovery/demo/strategy/whatever) call is the pinnacle of all you’ve worked for. Building pipeline is HARD and converting pipeline to sales calls is VERY HARD. You’ve earned your 30 minutes in the Sharks tank, don’t fluff it.

Here is how a successful sale takes place:

The Emotional Close

The limbic system (emotional brain) is where trust lives. Where gut feelings and emotional decisions are made. This is where the buying decision really happens.

If you’ve asked the right questions, uncovered a real pain, and demonstrated a logical path forward—the emotional close will happen.

But you’re only halfway done…

The Money Close

Now the neocortex (rational brain) steps in. Its job? To undo everything the emotional brain just decided.

It’s risk-averse. Logical. Scared. It’s going to flood your prospect with “what ifs” and reasons to stay stuck.

This is where you need to step up.

Help them justify their emotional decision. Anchor it in logic. Not affordability—possibility.

Do both well, every time, and you’ll close 50% or more of your sales calls—while the other 98% are still winging it.

As promised, Vanquish in under 1 minute!

P.S. There are actually 10 steps to a successful close—and I’ve built a system around them over 24 years. Reply to this email and I’ll send you a short video where I walk you through the whole thing.

Build, Scale, Vanquish.

Jonny