In today’s competitive B2B environment, many companies are still searching for the elusive ‘closer’—someone who can swoop in at the last moment, apply pressure, and secure the deal. However, this mindset is not only outdated but counterproductive.
It’s time to challenge the conventional wisdom: hiring someone optimised for the end of the sale DOESN’T WORK.
Sales teams are too often stuck in an outdated model, reminiscent of the high-pressure tactics portrayed in ‘Wolf of Wall Street.’ Just take a look at some of the job descriptions circulating in 2024:
- “Seeking a top-tier closer who isn’t afraid to push boundaries to get results.”
- “Thrives in high-pressure environments, with a killer instinct to close.”
- “Aggressive deal maker, master of overcoming any possible objection.”
These descriptions reflect a mindset focused entirely on the final step of the sales process. But ask yourself—would you want to buy from someone like this?
Why Optimising for the End of the Sale Fails
It’s easy to see why companies place so much emphasis on closing. After all, salespeople are measured by revenue, and closed deals equal success, right? But this approach misses a critical point: Great closers succeed because they optimise the entire sales process, not just the end.
Sales isn’t about pressuring buyers into a last-minute decision. It’s about carefully orchestrating the journey from the first conversation to the final contract. The best AEs don’t rely on smooth-talking or high-pressure tactics—they focus on creating alignment, building trust, and establishing clear business value from day one.
By the time it comes to ‘closing,’ they don’t need to push—the deal practically closes itself. When the right process is followed, the sale is a natural conclusion, not a hard-won battle.
What Real Closers Look Like in 2024
In the modern B2B landscape, the profile of a great closer looks very different from the outdated stereotypes. Today’s successful salespeople excel because they manage the entire process effectively. Here’s what sets them apart:
Skills:
- Project Management – A strong AE acts as a project manager, guiding the buyer through each stage of the process. Time kills deals, and great closers ensure that everything runs like clockwork from start to finish.
- Business Case Mastery – Instead of relying on charm or pressure, modern closers develop airtight business cases. They run in-depth discovery sessions and craft compelling value propositions that champions within the buyer’s organisation can’t ignore.
- Consensus Building – Today’s deals are won by navigating complex buying groups, not by working a single contact. The real closer multithreads across departments and builds consensus, ensuring that all key stakeholders are on board before it’s time to close.
- Executive Selling – Great closers are comfortable in high-level conversations, presenting a confident, strategic case to executives who scrutinise investments. If an AE can’t win over senior decision-makers, they’ll struggle to close.
Traits:
- Empathy & Integrity – In a world where buyers are more sceptical of salespeople than ever, AEs need to demonstrate genuine empathy and integrity. Buyers must believe that the salesperson is there to help them, not to push them into a regrettable decision.
- Curiosity – Today’s buyers don’t need more information—they need help sorting through the overwhelming volume of it. Great closers approach each sale with curiosity, asking the right questions and providing clarity to accelerate the buying decision.
- Grit – Closing deals does require resilience, but not the kind that pushes buyers away. Instead of pressuring for a signature, successful AEs show relentless helpfulness, supporting the buyer’s journey no matter the outcome.
It’s Time to Stop Hiring Closers—and Start Hiring Experts
The obsession with hiring closers optimised for the end of the sale is not just outdated—it’s harmful. Today’s buyers don’t respond to high-pressure tactics, and if your sales team is filled with ‘closers,’ you’re likely scaring away real talent and losing deals that could have been won through a more strategic approach.
The bottom line is simple: stop pushing for deals that will ultimately churn. Start hiring sales professionals who understand how to manage the entire sales process, from the first conversation to the final contract. When you do, you’ll see that the best deals are the ones that close themselves—without a hard push.
