Closing Techniques That Align With Customer Needs

I've watched 1,000+ sales pitches fail for the exact same reason. After coaching some of the best AEs in tech, I discovered the real problem isn't what you're saying—it's the entire framework you're using. Most companies create pitch decks that brag about themselves. This NEVER works. Customers don't care about your products. They care about their problems. For years, I've taught my private coaching clients a framework that's completely transformed their close rates. I call it the 5 P's of Pitching: 1/ PROBLEM What high-level business problem do you solve? This must matter to executives—not technical teams. If you sell CRM, your problem isn't "manual data entry." It's "rep underperformance" or "missed forecasts." 2/ PRIMARY REASON Why does the problem exist? Nail the root cause. "Leadership has poor visibility to pipeline and no accurate way to predict which deals will close." Articulating this builds immediate credibility. You speak their language. 3/ PAIN What metrics are suffering because of this problem? Missed forecasts lead to plummeting stock prices, revenue shortfalls, and sales layoffs. This is where you make it personal for the decision maker. 4/ PROMISE How does your solution address the PRIMARY REASON for the problem? "Our AI-driven forecasting prevents inaccurate manual forecasting and low deal visibility." Don't list features. Focus on solving their specific challenge. 5/ PAYOFF What metrics will improve when you solve their problem? For CRM: improved quota attainment, rep productivity, and accurate forecasting—all driving revenue and profitability. The 5 P's framework works because it's centered on the customer, not on your product. The best part? It takes 15 minutes to build and dramatically increases your close rate. If you want a copy of the 5P's template I use with my clients, comment TEMPLATE below.

Every single sales team I’ve evaluated has one thing in common Their lowest score is on the closing competency. Most teams lose the deal long before they ever talk numbers. If your sales reps can’t clearly articulate the client’s pain, connect it to a specific solution, and build a narrative that positions your offer as the only logical next step. They’re not closing. They’re just quoting. ❌ Combining discovery and proposal into one call short-circuits the sales cycle and kills momentum. ❌ Leading with company-centric messaging instead of client pain points loses buyer interest early. ❌ Generic, uncustomized pitch decks fail to engage and don’t advance the deal. When I coach leaders through this, their close rates go up because the conversation shifts from "here’s what we do" to “here’s how we help you.” Here’s how I coach teams to flip the switch: Customize the proposal based on THEIR stated needs and pain points Start with their top 3-5 challenges (from discovery) Confirm you captured them correctly, it builds buy-in Connect ONLY the relevant solutions to each challenge Limit your company’s slides to 2- 3 slides with clear value proposition, this isn’t about you Share a relevant testimonial right before presenting pricing THEN present pricing once they see the value. If your team is stuck in the present and pray proposal cycle, let’s talk. It’s time to teach your sellers how to connect, position, and close with purpose.