Crippled CEO Blog #185:
Sales is weird. It’s one of those things that everyone thinks they can do—until they actually have to do it. Then, suddenly, their brain turns to pudding, they forget how words work, and the prospect is left looking at them like they just asked for their social security number and a kidney.
Most people think selling is about talking—about pitching, about explaining features, about dazzling someone into saying yes. But that’s wrong. The best salespeople don’t talk people into things. They guide them. They lead them through a process where buying is the only logical next step.
And today, I’m going to give you a system to do exactly that.
It’s called the CLOSER Framework—and it’s what turns awkward, nervous conversations into smooth, confident closes. It’s what allows you to sell without feeling like a sleazy used car salesman.
Let’s break it down.
C – Clarify Why They’re Here
People don’t just wake up and decide to sit through a sales conversation for fun. They’re here for a reason. Your job is to figure out what that reason is.
Most salespeople mess this up immediately by assuming they know what the customer wants. They start spewing features and benefits without first understanding why the person is even considering this purchase in the first place.
Example:
Let’s say you sell high-end home security systems. Instead of jumping into a pitch about all the cool features, you start with:
“What made you start looking into a security system today?”
Their answer might surprise you. Maybe they just had a break-in in their neighborhood. Maybe their spouse has been nagging them about it. Maybe they travel a lot and want peace of mind.
Whatever their reason is, that’s what you sell to. Not the product. The reason.
L – Label Them with a Problem
People don’t buy products. They buy solutions to problems. If they don’t feel like they have a problem, they won’t feel any urgency to buy.
So, your job is to help them realize their problem—even if they haven’t fully articulated it yet.
Example:
Let’s say you’re selling gym memberships. Someone comes in saying they just want to “get in shape.” That’s vague. You need to dig deeper.
“So it sounds like you’ve been feeling a little frustrated with your energy levels lately?”
They might not have said that exact thing, but by labeling it, you get them to internalize the problem. And if they agree, you’ve now positioned yourself as the person who understands them better than they understand themselves.
O – Overview Their Past Pain
This is where we poke the wound a little bit. If they’re looking for a solution, chances are, they’ve tried something else before. Maybe it didn’t work. Maybe it was too expensive. Maybe it was a hassle.
You want to uncover that past failure—because if they felt the last attempt was good enough, they wouldn’t be talking to you right now.
Example:
Let’s say you’re selling marketing services to a small business.
“Have you tried any other marketing strategies before? What happened?”
If they say, “Yeah, I paid some guy to run ads, but they didn’t really work.”—Boom. Now you know exactly what NOT to do, and exactly how to frame your solution as different.
S – Sell Them the Vacation, Not the Plane
Most people sell the process. And the process, if we’re being honest, usually sucks.
No one wants to buy a diet—they want to buy being fit and confident. No one wants to buy a financial plan—they want to buy feeling rich and stress-free.
Stop selling the plane. Sell the destination.
Example:
Imagine you sell bookkeeping services to busy entrepreneurs. Most bookkeepers say things like:
“We reconcile your accounts, provide monthly reports, and help you manage cash flow.”
Boring. That’s the plane.
Instead, sell the vacation:
“Imagine never having to stress about tax season again. Imagine always knowing exactly where your money is, without having to waste hours in spreadsheets. That’s what we do.”
See the difference?
E – Explain Away Their Concerns
If someone has made it this far, they probably want to buy. But something’s holding them back.
They might not say it outright, but every prospect has objections. Price. Fear of making the wrong decision. Lack of trust.
The best way to handle objections is to bring them up first.
Example:
Let’s say you’re selling a high-ticket coaching program.
“Now, I know investing in something like this can feel like a big step. Some people worry if it’ll really work for them. Others wonder if they’ll have time to actually implement it. Those are all valid concerns—but here’s why our clients get results no matter what…”
By addressing concerns before they even say them, you take the power away from those objections.
R – Reinforce Their Decision
Most salespeople think the sale is over when the money hits the bank. Wrong.
People get buyer’s remorse. They second-guess themselves. And if you don’t reinforce their decision, they might back out—or worse, talk themselves into a refund.
Example:
Let’s say you just closed a sale on a high-end mattress. Instead of just handing them a receipt and sending them on their way, you say:
“You’re going to love this mattress. Within a week, you’re going to wake up feeling better than you have in years. And the best part? You’ll never have to think about replacing it for at least a decade. Best investment you’ll make in your sleep.”
You’re solidifying the rightness of their decision.
Final Thoughts
Sales isn’t about manipulation. It’s about understanding people. It’s about helping them recognize their own problems, showing them a better future, and making it easy to say yes.
If you follow the CLOSER framework, selling will feel less like selling and more like helping. And when you approach it that way, closing deals becomes a whole lot easier.
(Do you know who needed zero convincing last night? Your mom. Your mom also gets a text from me every Sunday with a link to the latest blog post. Send a text to 561-726-1567 with the word CRIP as the message to get a link to the blog as soon as it’s up.
Did you know that I have a YouTube channel now? I do! I’m putting up two videos every single week. Go search for Crippled CEO and you’ll find me. I’d appreciate it if you subscribed.)
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