My husband is a corporate-trained salesman (now CEO). As a favour to me, he has coached many of my startup mentees on how to sell … with a focus on how to close. 

He starts every session holding up a blue pen, saying, “sell me this pen.” Everyone ALWAYS launches into a description of how great the pen is and how it will make his work life better. 

Because he is Finnish (and patient), he waits, he doesn’t interrupt, and then quietly says, “How do you know I want or need that pen? You didn’t ask me one question.”

Before diving into your pitch, pause and ask questions. Understand what your potential customer really needs. Selling is less about pushing your product and more about listening to their problems, desires, and challenges. What’s their pain point? What are they struggling with? When you ask the right questions, you shift the focus from “I need to sell” to “I need to understand.”

👊 Align your solution to their problem.

Once you understand what they need, tailor your product or service to solve their specific problem. A common mistake founders make is talking about features instead of focusing on how their product is the answer to the customer’s pain. Remember, people don’t buy products, they buy solutions to their problems.

‼️ Create urgency.

Your product might be the perfect solution, but without a sense of urgency, the deal can slip through your fingers. Why should they act now? What happens if they don’t? Help them see the cost of not making a decision today. Maybe it’s lost revenue, inefficiencies, or missed opportunities—whatever it is, make it real for them.  And offer a deal that ends soon. A bit of FOMO goes a long way.

🗣️ Ask for the sale directly.

 One of the biggest mistakes founders make is waiting too long or being too hesitant to ask for the sale. If you’ve built rapport, asked the right questions, and presented a tailored solution, don’t shy away from directly asking, “Are you ready to move forward?”

🏃🏼‍♀️‍➡️ Follow up, but don’t chase.

Following up is essential, but there’s a fine line between being persistent and being desperate. If you don’t hear back after your initial pitch, give them space but also send a polite reminder. Offer new value or insight that keeps the conversation alive, but never push so hard that it feels forced. The follow-up is about timing, patience, and providing gentle nudges.

Closing deals isn’t about perfect pitches or selling the best features—it’s about truly understanding your customer, asking the right questions, and guiding them towards a decision that benefits both parties.

Founders, remember: the sale is in the ask. So, next time you’re in a meeting, stop selling and start listening.