Closing more deals rarely requires a bigger pipeline. This week in Let’s Talk, our experts identify the high-leverage tweaks that give close rates the biggest jump.
Most sales advice focuses on getting more leads. But for the majority of small businesses, the real opportunity is not at the top of the funnel. It is in the deals already moving through it.
Small changes to how you respond, what you ask for and how you follow up can have a bigger impact on close rates than doubling your pipeline ever would.
This week in Let’s Talk, our experts discuss the process tweaks that give your close rates the biggest jump, without starting from scratch.
Let’s Talk!
Annette Lackovic, Co-Founder, The Sales Institute
“The sale never happens at the end of a conversation – it happens at the start. How you frame the conversation, set expectations and lead the process will always determine the outcome.
However, most business owners suffer from a sales bottleneck because they rely on personality rather than a documented system. You need to master speed to lead. Momentum in the sales process is incredibly fragile – the faster you start the conversation after an inquiry, the higher your certainty of closing.
Once you’re in that conversation, stop sending standalone proposals. They kill urgency and shift control away from you. If you can’t close during the discussion, book a time to talk them through it.
You also need to strike “follow-up” from your vocabulary. The moment you’re ringing aimlessly to “check in”, you’ve become the chaser, not the chase. Always lock in the next decision-based conversation before the current one ends.
Ultimately, it’s not rapport that closes deals; certainty does. If the prospect hasn’t fully owned their problem through the right questioning, no amount of likability will convert them. When you frame the process correctly from the very first minute, you aren’t pitching – you’re simply leading them to a solution they already want.”
Andrew Hou, Growth Director at AIIMS Group & Co-Founder of AdVisible
“A common sales problem comes from failing to follow-up properly.
In 15 years of running a performance marketing agency, one of the biggest close rate improvements I’ve seen comes down to what happens in the 24 hours after the first conversation. But speed alone isn’t enough. You need to act with urgency and genuinely understand the prospect’s actual problem. Why did they reach out? What are they trying to fix?
Speed signals seriousness. If you’re following up the next day with a personalised recap of what you discussed and a clear next step, you’re already ahead of 80% of your competition.
Ask better discovery questions too. Most salespeople ask what a prospect needs. The best ones ask what they’ve already tried and why it didn’t work. That one shift tells you exactly how to position your offer and what objections are coming.
Stop selling services and start selling outcomes. Most industries are so competitive that offerings have become commoditised, so the angle has to change. Nobody buys SEO, they buy more leads. Nobody buys social ads, they buy more customers. The moment your proposal speaks their language instead of yours, close rates climb.
Let your results speak early too. A case study that mirrors the problem they described lands far harder than a generic one dropped in at the end.
Lastly, make it as easy as possible to say yes. Fewer options, clearer pricing, a defined process they can visualise. It’s also worth calling out the cost of inaction. What’s staying stuck actually costing them? Lost leads, wasted spend, a competitor pulling ahead. Get them thinking about that, and the urgency takes care of itself.”
Sonia Majkic, CEO, 3Phase Marketing
“We are living in the self-serve sales era, and increasing your close rate isn’t about harder selling – it’s about aligning your internal processes with how customers now prefer to buy.
To bridge the gap between interest and conversion, focus on four high-impact tweaks:
- First, prioritise speed. We advise calling leads within 30 minutes of initial contact – ideally while they are still active on your website. This immediate engagement captures the prospect at the peak of their intent. For one of our clients, refining these digital touchpoints contributed to a whopping 1191% increase in revenue.
- Second, protect your value by never emailing a price. Pricing without context is a commodity. We always present the investment during a meeting, allowing us to address hurdles in real-time and demonstrate ROI.
- Third, let your marketing do the heavy lifting. Your website should act as a digital sales agent, hosting all evidence of success, from reviews to case studies. When we implemented this for another client, they had a 75% revenue increase.
- Finally, automate the education process. Set up sequences that deliver testimonials and results to prospects before you even speak. When your marketing provides the proof, the sales call becomes a simple confirmation of fit.”
Melissa Foord, Account Manager at Scotts Print
“I am a firm believer in the idea that a close rate doesn’t necessarily hinge on one big change. Yes, one big change can make a positive impact, but it’s the combination of various smaller changes and the consistency implementing them that can make or break your success. These are some of the smaller tweaks I have used as an Account Manager for a successful company that offers design and print services. All still relatable whatever industry you are in.
- Focus on an outcome for the client rather than trying to sell design or print. Reframe the pitch from ‘We’ll design and print a brochure for you’ to ‘We’ll design and print a brochure that increases walk-ins and clearly communicates your offer within 5 seconds’.
The outcome can be tweaked to suit your client but ultimately clients care about results and what the return on investment will be for them. - Take the extra time to ask questions or ‘diagnose’ before quoting.
Sometimes it can be easy to fall in the habit of jumping straight to pricing. What’s more valuable is to ask questions which makes the client feel understood, increasing trust hence price resistance drops. Questions like ‘What’s the main goal of this piece’ or ‘How will it be used’ are simple but key in understanding what the client needs and making them feel understood. - Show examples of work that is relevant to the client.
It can be tempting to showcase your whole portfolio but too many choices can be confusing and create doubt. Instead of sharing your whole portfolio, choose one project that is very similar to the client’s request to show them you can solve their exact problem. - Schedule time for follow up. And follow up once – properly.
Making time in your calendar for follow ups is a great way of remaining accountable and ensuring potential sales don’t drop off the radar. Check in 3-5 days later and try to keep your conversation open ended. Reframe ‘Just checking in to see if you would like to go ahead’ to ‘Just checking in – happy to adjust scope or approach if needed. What feels right for you?’
Maria Kathopoulis, CEO & Chief Marketing Officer at UNTMD
“The biggest improvement in most sales pipelines comes from speed and clarity, not better persuasion.
One of the most overlooked factors is response time. Businesses that contact leads within minutes dramatically increase their chances of conversion. Momentum matters.
The second shift is moving from pitching to diagnosing the problem. When prospects feel genuinely understood, the conversation changes from selling to solving.
Third is simplifying proposals. Many deals stall because proposals contain too much information and not enough clarity. Clear outcomes, transparent pricing and a defined next step remove hesitation.
Finally, use real outcomes as proof. Short case examples showing measurable results reduce risk for buyers.
In many cases, improving these small elements can increase close rates significantly without generating a single additional lead.
Often the issue isn’t the quality of leads. It’s the way businesses handle them.”
Kim Woodward, Director & Founder, Woodward Finance
“Most sales processes don’t have a lead problem; they have a drop off problem.
As a commercial asset finance broker, we used to ask for everything upfront, financials, BAS and tax returns, and more often than not, clients would go quiet. We see this every day. Not because they were not interested, but because it just felt too hard to get started.
The biggest improvement came from simplifying the first step. Now we start with just ID and a bank statement. Even though it can mean more work for us later, it is far better than losing a great lead early.
Speed and follow up are just as critical. We have a workflow in place, so every lead receives an SMS and email straight away, along with a call within minutes. We are not afraid to follow up consistently, with one recent deal only kicking off after the sixth point of contact.
Lastly, clarity closes deals. When clients understand their options, especially with asset finance, it builds trust in an industry where that is often hard to earn, and they move faster.”
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