The One Step That Speeds Up Closing

Sales calls don’t fall apart because of weak pitches. They fall apart because you forget this one step. I was on a call with a rep who jumped right into closing. Within seconds, someone on the buyer’s team brought up an unresolved support request. The decision maker looked confused. The next 20 minutes? Spent untangling issues that had nothing to do with the deal. We still got the sale. But it took twice as long—and nearly went sideways. When it’s time to present your solution or close, don’t just pitch. Bring your buyer back to the moment they first shared their problem. That’s the state of mind where urgency lives. That’s where decisions get made. One simple line can change the outcome: “Before I share our solution, can I restate the problem the way I understand it?” It resets the room. It creates alignment. And it shortens the path to “yes.” The 3 Biggest Takeaways Stop "Checking In" (It Adds No Value) The phrase "just checking in" is the death knell of a sales conversation. It signals that you have nothing of value to offer and are simply nagging the prospect. As the video explains, you need a specific reason for every outreach. If you can't articulate why you are calling other than "I want your money," don't make the call. The "AIM" Framework: Action Item and Mission Every interaction with a prospect needs to be governed by AIM. Action Item: What specific thing are you going to do? (e.g., Send a case study, introduce them to a peer, share a relevant article). Mission: What is the strategic goal of this specific touchpoint? (e.g., To handle an objection about pricing, to build credibility, to move the deal to the demo stage). If you have an Action Item but no Mission, you're just busy. If you have a Mission but no Action Item, you're just dreaming. You need both. Earn the Right to Follow Up You don't own the prospect's time; you have to earn it. By providing value in every single touchpoint (via the AIM framework), you differentiate yourself from the army of lazy salespeople sending generic "just bumping this to the top of your inbox" emails. When you give value first, the "ask" becomes a natural next step, not an annoyance. Frequently Asked Questions (FAQs) Q1: What if I don't have a new "Action Item" but I need to close the deal? A: Then you need to create one. Find a piece of news relevant to their industry, find a podcast episode that addresses a problem they have, or create a quick loom video answering a potential question. Creativity is part of the job. Never show up empty-handed. Q2: Does "Mission" mean the ultimate sale? A: No. The "Mission" is the micro-goal for that specific interaction. The mission of a cold call isn't to close the deal; it's to book the meeting. The mission of the follow-up email might be to get the decision-maker looped in. Break the big goal down into micro-missions. Q3: Can I use the AIM framework for email too, or just calls? A: It applies to everything. Email, LinkedIn DMs, voicemails, and even texts. Before you hit send, ask: "What is the action, and what is the mission?" If you can't answer, delete the draft. Q4: How do I track this without getting overwhelmed? A: Keep it simple in your CRM. In the notes section for your next task, write "AIM: Send Case Study (A) to prove ROI (M)." It takes five seconds but keeps your head in the game. Q5: Why is "checking in" so bad if everyone does it? A: Because everyone does it. You want to stand out. "Checking in" is self-serving. "Here is an article that solves the problem we discussed last Tuesday" is service-oriented. Be the advisor, not the pest.