Closing is the most important step of any sales pitch, since signing new customers and upselling existing ones is ultimately how a salesperson makes their number. A good sales process gives a rep a repeatable way to get there.
Follow a framework, not a rigid script
“There are many great sales processes. At SalesGuru we believe in a sales framework, rather than a strict sales process. Salespeople still need to be able to deviate based on the buyer’s lead,” says Mark Keating, CEO and founder of SalesGuru.
Don’t save the close for the very end
A good sales process guides a rep from how they open a call through to how they close it. “You have to open before you can even attempt to close,” says Keating. One of the most common mistakes is treating closing as a single event at the end of a pitch, rather than building in mini-closes throughout: “Does this make sense? What do you think so far? Is that important to you?”
Create genuine urgency
Failing to create a sense of urgency during a presentation is another common mistake. Establishing why now matters helps move a prospect forward faster, and ultimately helps close the sale.
How to sharpen a sales team’s presentation skills
- Build and follow a consistent sales framework for every sales call.
- Do the research beforehand. The better the questions asked, the better the opportunity that emerges.
- Create real-life sales call examples and role-play them internally every week.
- Sit in on a salesperson’s actual meeting and observe directly.
- Invest in ongoing training. In a competitive market, the skill of your salespeople is often your biggest differentiator.
Frequently asked questions
Should every sales call follow the exact same script?
No. A sales framework that guides the structure, while still allowing a salesperson to adapt based on the buyer’s responses, tends to outperform a rigid word-for-word script.
What is the most common mistake salespeople make when trying to close a deal?
Treating closing as a single moment at the end of the pitch, rather than building small confirming questions throughout the conversation to keep checking the prospect is still engaged.
How can a sales manager actually improve their team’s presentation skills?
Role-playing real scenarios weekly, sitting in on live client meetings to observe directly, and investing in ongoing training all build presentation skill more reliably than a single workshop.
A framework beats improvisation, but rigidity kills both
The sales teams that close consistently are the ones working from a genuine framework, not a fixed script, refined through regular practice and real observation.
Further reading: How to Cultivate Rainmakers in Your Sales Team | Department of Trade, Industry and Competition for official small business support information
Originally published in March 2019. Updated September 2026 to tighten this sales presentation guidance from SalesGuru’s Mark Keating. The underlying framework remains sound.
