How to stop making proposals and start closing deals
Let’s talk about one of the most common traps in sales: the Proposal Crutch.
Picture this: You’re prospecting, and a potential client says, “Just send me your brochure, or a link to your website. I’ll take a look.”
An underperforming salesperson — let’s call them Wally Whiner — hears this and thinks, “Great! They’re interested!” Wally scurries off, drafts a perfect email, and politely asks if he can follow up next week.
But here’s what really happens:
Next week, Wally’s “prospect” has disappeared—hiding behind voicemail and radio silence. Wally is left frustrated, chasing shadows.
So what went wrong?
Wally fell for the oldest trick in the book. He let the prospect control the conversation and the process. Instead of qualifying the opportunity and creating a real reason for a meeting, he handed over the steering wheel.
The truth:
When we use proposals, brochures, and websites as our main tools, we’re not selling — we’re hoping. We’re handing off responsibility for engagement, and giving away our power.
What’s missing? A stronger, human-centered selling system. One that doesn’t chase, but qualifies, engages, and leads.
Here are three keys to stop chasing and start selling:
Ask the Right Questions
Get the prospect to share their real business pains and goals. Don’t settle for “send me something.” Instead, say:
“Before I send anything, can I ask a few questions to see if what we do even makes sense for you?”Book a Real Commitment
Don’t walk away with a vague promise to “talk later.” Secure an actual appointment, or a clear next step.
“Let’s get our calendars out—what works for you next week?”Set Expectations Up Front
Be transparent about how you work. Make it a two-way street, and let them know it’s okay to say no.
“Here’s how I work: Our first meeting is a conversation to understand your goals. If we both feel there’s a fit, we’ll talk next steps. If not, that’s fine too. Are you comfortable with that?”
Bottom line:
Sales isn’t about telling and convincing. It’s about qualifying quickly and getting strong commitments. The magic happens when you lead the process and inspire honest dialogue. Presentations (if needed) come last.
Ready to stop chasing and start closing with confidence?
Let’s have a real conversation. Book your free strategy session here, and I’ll help you or your team break the “proposal habit,” ask better questions, and turn more prospects into real, committed clients.